Manager, Go-To-Market (GTM)

Responsibilities

• Own the Fanatics App marketing calendar, prioritizing product launches, feature updates, campaigns and key brand moments.
• Lead integrated go-to-market planning, translating business priorities and product roadmaps into coordinated launch plans, timelines and cross-functional workbacks.
• Develop customer-facing positioning and messaging that clearly communicates the app’s value proposition, product benefits and reasons to engage.
• Partner with Product and Commercial teams to understand upcoming roadmaps, target audiences and customer needs, shaping launch strategies that drive awareness, adoption and repeat usage.
• Develop campaign strategies and creative briefs to translate product stories into compelling assets and channel plans.
• Orchestrate cross-channel execution across CRM, in-app, web, paid media, and organic social teams to deliver a consistent customer message.
• Build customer education into the lifecycle, helping customers discover, understand and use the app’s features through onboarding, launch communications and ongoing engagement.
• Drive launch readiness, aligning stakeholders, managing dependencies and ensuring product details, messaging, creative and channel plans are ready for launch.
• Use customer insights, competitive research and performance data to refine messaging, identify adoption barriers and inform future GTM plans.
• Build scalable GTM playbooks, messaging guides and processes that improve planning and execution.

Requirements

• 5+ years of experience in go-to-market strategy, product marketing, integrated marketing or brand strategy, ideally supporting a consumer app or digital product.
• Bachelor’s degree in Marketing, Communications, Business or a related field.
• Proven experience leading cross-functional marketing launches from planning through execution.
• Ability to translate product capabilities and customer insights into clear positioning, benefit-led messaging and effective marketing campaigns.
• Experience developing creative briefs, GTM plans, customer education and integrated marketing calendars.
• Understanding of the customer lifecycle, including acquisition, onboarding, feature adoption and ongoing engagement.
• Strong project management and organizational skills, with the ability to manage multiple priorities simultaneously.
• Excellent communication and stakeholder management skills, with the ability to influence across Product, Commercial and Marketing teams.
• Analytical mindset, with experience using campaign and product performance insights to improve marketing effectiveness.
• Comfortable operating in a fast-paced, highly collaborative environment with evolving priorities.