Product Marketing Manager

We’re looking for a Product Marketing Manager to lead the go-to-market strategy and continuous scaling for our newest product, Resident Onboarding. You’ll take the foundational messaging we’ve already developed and evolve it—shaping how we talk about the product as it grows, and scaling that message across sales, success, and marketing channels.

In addition to owning Resident Onboarding, you’ll contribute to competitive intelligence, customer research, and Go-to-Market enablement to ensure our teams are informed, aligned, and equipped to win in the market.
 

Refine and Scale Product Positioning

• Own and evolve the positioning, messaging, and value props for Resident Onboarding to help set up both internal training and external collateral. 
• Translate the foundational story into materials that scale across sales, CS, and marketing
• Collaborate with Product to ensure the roadmap, messaging, and market needs stay in sync
• Analyze property manager and resident adoption and engagement and consult product and UX on optimization.
   

Support Sales Enablement + Own Messaging

• Use product positioning and messaging to create external collateral for prospects and customers
• Collaborate with Sales Enablement to support rollouts and reinforce messaging when creating decks, one-pagers, battlecards, and product training materials
• Collect feedback from internal teams and iterate as the product and pitch evolve
   

Lead Competitive and Customer Insights

• Conduct ongoing research into competitors, trends, and customer pain points
• Interview prospects, customers, and internal stakeholders to gather insights and identify messaging gaps
• Translate insights and metrics into strategic recommendations, and present them to cross-functional teams to drive alignment and next steps.
   

Product Launch Execution

• Lead the Q3 launch of Resident Onboarding, aligning cross-functional teams and managing launch tactics
• Drive adoption across Sales, Success, and Marketing through clear messaging and enablement.
• Meet or exceed launch goals for new opportunities created and revenue contribution
   

Persona & ICP Development

• Complete detailed documentation for ideal customer profiles (ICP) and buyer personas
• Ensure ICP and persona insights are actively used across GTM workflows, including campaign targeting, sales training, and product feedback
• Keep documentation current and relevant as the product scales
   

Go-To-Market Impact

• Contribute directly to measurable business outcomes, including:
   
  • Drive market awareness through impressions
  • Drive interest through 15% prospect-to-MQL performance
  • Reach 60% MQL-to-Opportunity rate
     
• Monitor and optimize GTM effectiveness using a combination of qualitative feedback and performance metrics

• 3–5 years of product marketing experience. B2B required, B2B2C a plus.
• Experience refining and scaling product messaging across teams and channels
• Experience creating marketing collateral (e.g., web pages, explainer videos, sales decks, and email campaigns).
• Ability to explain technical concepts in simple terms for a non-technical audience.
• Highly organized and self-directed — you’re comfortable turning ambiguity into clarity that drives action and results
• Strong collaborator with cross-functional teams across Product, Sales, and Success
• Bonus: background in proptech, onboarding tech, or customer journey platforms

We get it. Requirements can sometimes hold people back from applying to a job, but don’t let that be the case here. If you believe you have the skills it takes to elevate this role, team, and company, we encourage you to apply for this role. 

Remote Work Statement
This position is a remote-first, work from home position. Second Nature is committed to creating a culture and workplace where remote work fosters collaboration and connections and is a key part of our company story and success. To be successful in a remote work role at Second Nature you must:

• Be available during your scheduled working hours and give your full attention to the completion of your Second Nature job duties
• Have a quiet, professional, distraction-free environment in which to complete your work
• Have access to your own reliable high-speed internet connection
• Attend our bi-annual in-person company meetings (Second Nature will reimburse the cost of your business travel per company guidelines)
   

Why Second Nature?

● Health First: Medical, Dental, Vision, & Life Insurance; 401K Plan 

● Location: Work Remotely from anywhere in the US 

● Flexibility: Open PTO and sick days 

● The Product: Beyond the awards and 5-star reviews… our clients and customers love what they can do with a fully managed RBP 

● Diverse, Inclusive Culture: We embrace employees from all backgrounds with openness and respect 

● Training: A supportive team to help you grow your career and unlock your full potential 

● Growth: The opportunity to get in on the ground floor of a fast-growing startup that’s designing and developing an exciting category
 

Second Nature is an Equal Opportunity Employer and prohibits discrimination and harassment of any kind. We take action to ensure equal employment opportunities for all candidates and employees and to provide employees with a workplace free of discrimination and harassment. Our hiring decisions are based on business needs, job requirements and individual qualifications, without regard to race, color, religion or belief, family or parental status, or any other status protected by federal and/or state law.