Director of Product Marketing

Location: Candidate must be located in Canada or the USA. Our office is located in Toronto, ON, Canada, but the role is remote/hybrid/flexible.

Reports to: VP, Marketing

We’re looking for a strategic, customer-centric, and collaborative Director of Product Marketing to lead and scale how we position, message, and launch our products in market. This role is critical to shaping the story of Practice Better and That Clean Life—what we build, who we build for, and how we communicate value to customers and prospects. You'll serve as the connective tissue between Product, Marketing, and Customer Success to ensure go-to-market excellence, customer resonance, and revenue impact.

You’ll bring deep expertise in positioning, segmentation, enablement, and GTM strategy. You’ll work cross-functionally to bring products to life and scale narratives that drive demand, engagement, and expansion.

• Strategic Positioning & Messaging: Craft compelling positioning and messaging that clearly communicates Practice Better’s value across all buyer personas, use cases, and market segments.
  
• Product Launches & Go-To-Market Strategy: Lead successful launches across new products, features, and partnerships by developing end-to-end GTM strategies in collaboration with Product, Sales, and Lifecycle Marketing.
  
• Customer & Market Insights: Drive deep customer, market, and competitive research to inform product roadmap decisions and identify key differentiators in a crowded landscape.
  
• Sales Enablement: Build and deliver effective enablement materials and product content (pitch decks, battle cards, competitive one-pagers, feature briefs) that arm Sales and CS with the tools to win and retain business.
  
• Lifecycle Alignment: Partner with Lifecycle, Content, and Demand Gen teams to develop campaigns that align product value to key stages in the customer journey.
  
• Pricing & Packaging: Support strategic decisions around product pricing, bundling, and packaging based on market research, customer feedback, and business goals.
  
• Customer Stories & Case Studies: Work closely with customers and internal teams to capture, create, and share stories that highlight real-world value and business outcomes.
  
• Cross-functional Leadership: Act as a key voice between Product, Marketing, Sales, and Customer Success to ensure consistent product narratives and aligned GTM execution.
  

• 8–10+ years of experience in product marketing, ideally within a high-growth SaaS environment
• Proven ability to launch B2B software products, features, or services with measurable business impact
• Deep understanding of positioning, segmentation, and persona development
• Exceptional written and verbal communication skills with an ability to turn complex concepts into clear, differentiated narratives
• Experience creating GTM strategies, launch plans, and enablement programs across cross-functional teams
• Analytical mindset with experience leveraging data and insights to guide decisions and measure performance
• Experience collaborating with Product teams on roadmap influence and beta programs
• Strong leadership and mentoring skills, with experience managing PMM teams or cross-functional workstreams
• Ability to thrive in a fast-paced, ambiguous environment with multiple stakeholders and priorities

• Narrative Builder – You know how to tell compelling stories that connect products with people.
• Customer Advocate – You relentlessly focus on what matters to customers and how to bring value.
• Collaborative Leader – You’re energized by working across departments to build alignment and drive results.
• Strategic Operator – You think big, but execute with precision and discipline.
• Hands-On Doer – You’re not afraid to jump in, test, learn, and iterate quickly.
  

• Experience in health tech, SaaS, or consumer wellness industries
• Familiarity with EHR, practice management, or digital health platforms
• Experience working with Product and Revenue teams on PLG and expansion strategies
• Knowledge of product-led growth and usage-based value positioning
• Hands-on experience with CRM, analytics, and enablement tools (e.g., HubSpot, Sigma, Fathom, Pendo)
  

• 1 month: You’ll be fully immersed in our products, personas, and current messaging landscape
• 3 months: You’ll have led a product launch and built the foundation of a scalable GTM process
• 6 months: You’ll have shaped our product narrative, strengthened cross-functional alignment, and driven measurable impact across key product segments

Our Perks and Benefits:

• Unlimited Vacation: We believe you can be highly productive and still have plenty of time for life outside of work.
• Generous health benefits plan: Coverage starts from Day 1 and includes vision & dental. 
• Sprout Family: Receive personalized support for the family-building process, accessing top-quality care. Schedule a consultation with Sprout's Team for guidance, education, coaching, and assistance in finding a top provider, addressing medical, legal, or regulatory concerns throughout your journey. *Currently for Canadian Employees Only*
• Inkblot: Access to one of Canada's leading digital mental health companies, focusing on offering secure online video counseling through our corporate mental health programs and individual counseling services. *Currently for Canadian Employees Only*
• Choose your device: Are you Team Windows or Apple? You shouldn’t have to compromise, especially if you work more efficiently on a specific operating system. When you join us, you get to pick!
• Home Office Allowance: $500/year to ensure your home office is set up for optimal comfort and productivity.
• Health & Wellness Allowance: $750/year to support your health & wellness-related goals and hobbies.
• Learning & Development Allowance: $1000/year to explore a new skill, attend a conference, read some new books, etc.
• Fully Remote: Work from the comfort of your own home with the choice to access our downtown Toronto office for a change of scenery. 
• Events & Free Lunches: We prioritize weekly team bonding and monthly company-wide social events with a lunch stipend. We pride ourselves on maintaining a culture where everyone feels engaged, inspired, and excited to come to work every day.