Responsibilities

• Set direction and own the area
• Find new opportunities in your area and lead them from concept through implementation. Set the strategy rather than executing someone else's brief.
• Own end-to-end GTM for your area, from positioning through launch and adoption, and influence the long-term GTM direction with cross-functional leaders.
• Introduce approaches not yet tried at Faire to solve open-ended problems, and influence how decisions get made across cross-functional teams.
• Develop deep customer understanding and translate it into clear, compelling positioning
• Make Faire feel simple to customers. Cut jargon, kill messaging that doesn't matter, and push back on product complexity that won't land.
• Build positioning from scratch and reposition existing products so they land with new or shifting audiences.
• Develop messaging narratives and personas that connect multiple products into one coherent story, driving long-term engagement and retention rather than one-off launch messaging.
• Guide cross-functional GTM teams to operationalize complex, multi-channel campaigns, sequencing customer engagement and education to drive behavior change at the right moments.
• Drive adoption through the right motion for your area, whether sales-assisted or lifecycle-driven: equip sales teams to pitch and close, and build lifecycle and CRM comms that move customers from awareness to adoption to retention.

Requirements

• 10+ years in product marketing or closely related GTM roles, including 6+ in core PMM, owning the GTM strategy for a product area end to end, setting direction, finding opportunities others haven't named, and leading them from concept through outcomes.
• Builds positioning from scratch, repositions existing products, and holds a coherent narrative across multiple launches rather than siloed product stories.
• Experience driving adoption through a sales-assisted or lifecycle-driven motion: enabling sales teams to pitch and close, and/or building lifecycle and CRM comms.
• Sets measurable GTM goals, architects incrementality and A/B testing with analytics partners, and builds the business case and ROI for the work. Fluent in the metrics that move the business.
• A bias to action and fast iteration: ships to learn, sets their own deadlines and beats them, and stays flexible as new information comes in.
• Experience influencing product roadmaps and program design upstream, not just executing at launch.
• Communicates and aligns senior stakeholders at the executive level.
• Experience conducting or directing customer research and translating findings into positioning and strategy.
• Experience building thematic campaigns across product areas, not just siloed launches.
• Actively experiments with and adopts AI tools to sharpen and accelerate their work, and helps the team find real ways to use AI in PMM craft.

Nice to have

• Background in STEM, management consulting, finance, or other quantitative fields.
• Experience in high-growth or scaling environments where PMM infrastructure was still being built.
• Experience marketing complex or highly technical products where customer trust and education are central to adoption.
• Familiarity with how independent retailers or small business owners make decisions and what earns their trust.
• Two-sided marketplace background, where brand and buyer motions are distinct but interdependent.

Benefits

• Move fast: You\'ll own meaningful problems that serve customers around the globe with the agency to move fast and see your results clearly.
• Equipped to scale: We invest in what matters, including the latest enterprise AI tools, to help you work smarter and get more out of every day.
• Best in class: Our team is sharp, kind, and generous colleagues who care about their craft and about helping you grow.
• Real rewards. Competitive pay, equity, and comprehensive benefits designed to support your life inside and outside of work.
• Belonging: We\'re intentional about building an environment where every Faire employee has equal access to opportunities, growth, and success.