Principal Product Marketing Manager, Services

Responsibilities

• Establish the Global Services product marketing function, including its operating model, annual planning cadence, launch process, and the KPIs (services pipeline, attach, renewals, and adoption) that tie marketing to revenue and customer outcomes.
• Develop the overarching Global Services narrative and messaging architecture, and define differentiated value propositions for Professional Services, Customer Support tiers, Education Services and certifications, Managed and SOC Services, and Subscription Services.
• Partner with Global Services leadership, Finance, and Pricing to shape service packaging, tiering, bundles, and pricing strategy, including offers that pair services with platform and subscription licensing.
• Design programs that increase services attach on new platform deals and drive adoption, renewals, support tier upgrades, and expansion across the customer lifecycle, including migration, modernization, and AI-driven use cases.
• Ensure services are integrated into F5 product and platform launches so every new capability has a clear path to deploy, operate, and optimize, and lead go-to-market for new and evolving service offerings.
• Run market, competitive, voice-of-customer, and win-loss research to inform services portfolio strategy.
• Build services sales and partner enablement, including playbooks, pitch decks, battlecards, ROI tools, and customer outcome stories with quantified proof points, for direct sales, services sales, customer success, and channel partners.
• Partner with demand generation, digital, and field marketing on campaigns that generate services pipeline, and represent F5 Global Services with analysts, at industry events, and in executive content (e.g., event keynotes).

Requirements

• Bachelor’s degree in marketing, business, computer science, communications, or a related field; MBA preferred
• 10+ years of B2B enterprise technology marketing experience, including 6+ years in product marketing, with significant experience marketing services, support, customer experience, or managed services offerings at a technology company with a large services business
• Proven track record building or scaling a product marketing function or new go-to-market motion from the ground up, including the operating model, processes, and success metrics
• Deep understanding of how enterprise services are bought, sold, and renewed, including services attach, subscription and contract models, support tiers, and the role of services in platform adoption and retention
• Demonstrated ability to measure and report marketing impact on pipeline, bookings, attach, and retention using CRM and business intelligence data
• Exceptional storytelling and executive presence, with the ability to translate technical capabilities into business outcomes and influence senior leaders without authority in a global, matrixed organization

Preferred

• Services or customer experience marketing experience at a networking, AI, cybersecurity, cloud, or infrastructure software company
• Background in services sales, consulting, customer success, or services product management
• Familiarity with training and certification programs as drivers of product adoption, customer loyalty, and community
• Familiarity with the application delivery and security market and key personas, including NetOps, SecOps, DevOps, platform engineering, and IT leadership
• Fluency with AI tools to scale research, content, and enablement, and an understanding of how AI is reshaping services delivery and customer support