Responsibilities

• Own the narratives the field uses in market: purpose-built for how buyers evaluate and buy, not a watered-down message doc
• Co-create campaign approaches with Integrated Marketing and Campaigns: you own the messaging and narrative, they own channel strategy and execution
• Partner with Sales Enablement to raise the bar on how the field sells our product and platform, from launch narrative through to role-specific assets and training
• Identify gaps in field knowledge and confidence through data, call reviews, and rep conversations, and find ways to close them
• Work with GTM strategy and commercial teams to identify growth opportunities : cross-sell, upsell, new places to sell existing products : and co-define play strategy grounded in white space analysis and buyer insight
• Own the messaging for each play; work with GTM Programs, Campaigns, and Enablement to develop the content and assets that bring it to life
• Test whether messaging is working - through field feedback, conversion signals, and rep confidence - and iterate quickly
• Build solutions-level messaging that goes beyond individual products to articulate the broader value of Intercom when capabilities work together
• Own how we navigate multiple buyer personas - ensuring each has a narrative that speaks to their priorities without fragmenting the overall message
• Create frameworks that give reps a sharper way into multi-stakeholder deals, flexing across personas without losing the platform story
• Continuously identify where we\'re winning and where there\'s untapped opportunity - build the positioning, narrative, and campaigns to shape those opportunities
• Work with Research and GTM teams to run a sustainable competitive intelligence program - tracking moves, updating positioning, and keeping the field current without creating noise
• Operationalise competitive strategy so the field can act on it: battle cards, competitive plays, and objection handling
• Synthesise win/loss data, customer interviews, and market signals into strategic recommendations that feed back into product and ICP decisions

Requirements

• 7+ years in product marketing, solutions marketing, or competitive intelligence at a B2B SaaS company
• You’ve owned competitive strategy end-to-end - not just battle cards, but how a company positions itself against a moving market
• You’ve built field and campaign narratives that landed and can speak to what worked, what didn’t, and why
• You’ve operated where product ships faster than messaging can keep up, and found a way to move at that pace without losing quality
• Strong editorial judgment - you know the difference between sharp positioning and marketing language that means nothing
• You can write for a VP of CX and a sales rep in the same week and know exactly how the message needs to shift
• You push back on vague claims and force specificity - in your own work and in others\'
• You don’t hand off strategy, you take it all the way to execution
• Comfortable in a room with sales leadership discussing why we’re losing deals, and equally comfortable writing the battle card that fixes it
• A systems thinker - you build frameworks others can use, not just one-off assets
• You understand and are keen to learn about the technical differentiation of AI across the stack - model, app and infrastructure layers
• You have a POV on where the AI customer service market is going, not just where it is
• You use AI tools fluently in your own work

Preferred

• Ambitious & Competitive
• Confident & Decisive
• Curious & Intellectually Engaged
• Delivers Great Work & Works Hard
• Technical & Internet-Native
• Tasteful & Creative
• Impatient & Change-Oriented
• Communication (Especially Writing)
• Creativity
• Critical Thinking

Benefits

• All regular employees may also be eligible for the corporate bonus program or a sales incentive (target included in OTE) as well as stock in the form of Restricted Stock Units (RSUs).
• We also provide a full benefits package to all regular employees.
• Intercom has a hybrid working policy. We believe that working in person helps us stay connected, collaborate easier and create a great culture while still providing flexibility to work from home. We expect employees to be in the office at least three days per week.