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Gen

Product Marketing – GTM Lead Manager

Gen

Product Marketing Lead Manager overseeing product messaging and launches at Gen, a leader in cybersecurity and financial wellness solutions.

Posted 7/28/2026full-timeTempe • Arizona • 🇺🇸 United StatesSenior💰 $175,000 - $200,000 per yearWebsite

Core Competencies

Role fit
Core Competencies

Use this summary to align your resume positioning with the role.

Demonstrates expertise in product marketing and integrated marketing strategy, with a strong focus on developing compelling product narratives and executing successful go-to-market plans. Proficient in leveraging analytics and AI to optimize marketing performance and drive cross-functional collaboration.

Highest-signal resume keywords
Product Marketing StrategyIntegrated Campaign PlanningEnd-to-End Launch ExecutionAnalytics-Driven OptimizationCross-Functional Collaboration

ATS Keywords

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Applicant Tracking System Keywords

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Hard Skills
Product PositioningMessaging DevelopmentLaunch PlanningCampaign FrameworksPerformance ForecastingStorytelling Asset DevelopmentGTM StrategyCustomer Journey MappingInvestment Level PlanningRegional GTM Activation
Soft Skills
LeadershipProject ManagementStakeholder InfluenceInnovative ThinkingClarity in Communication
Tools & Technologies
AI in MarketingAnalytics ToolsMarketing Automation PlatformsContent Management SystemsCollaboration Software
Industry Keywords
TechnologySubscription BusinessesIntegrated MarketingGo-To-Market (GTM)Cross-Channel Marketing

About the role

Key responsibilities & impact
  • Own marketing positioning and messaging for products and launches, crafting clear, compelling, and differentiated product narratives.
  • Define messaging architecture aligned to target audiences and product strategy.
  • Develop high-impact product copy, value propositions, key selling points, and feature narratives.
  • Maintain and evolve foundational product storytelling assets including videos, screenshots, and hero product materials.
  • Define comprehensive launch plans including tiering, target audiences, key messages, acquisition channel mix (DTC and non-DTC), investment levels, and launch cadence.
  • Own integrated marketing execution as part of GTM, ensuring operational excellence and clear launch choreography.
  • Partner closely with Product Strategy to ensure marketing execution aligns to broader GTM objectives.
  • Develop and compile full integrated marketing plans in partnership with commercial teams - including channels, investment, campaign frameworks, calendar, and required assets.
  • Establish business goals and objectives of each GTM and ensure plans are built to achieve goals.
  • Drive and execute cross-functional, integrated campaigns across paid, owned, earned, lifecycle, partner, and regional channels – focusing on the entire end to end customer journey.
  • Develop foundational launch materials ensuring accurate and compelling representation of product capabilities.
  • Partner with Analytics to size opportunities, forecast impact, and define launch KPIs.
  • Connect launch performance back to the original plan and business objectives.
  • Monitor in-market results post-launch and coordinate cross-channel learnings.
  • Continuously optimize messaging, materials, and activation strategies based on performance insights.
  • Embed AI into product marketing and GTM workflows, leveraging it to accelerate insight synthesis, messaging development, launch planning, asset creation, and performance optimization.
  • Demonstrate strong cross-functional fluency across channels, product, brand, analytics, and regional teams.
  • Proactively connect teams and drive clarity across complex launches.
  • Apply strong project management fundamentals to ensure timelines and deliverables are met.
  • Bring innovative and bold launch ideas while maintaining disciplined execution.

Requirements

What you’ll need
  • 8–12 years of experience across product marketing, integrated marketing, and GTM strategy within technology or subscription businesses.
  • Proven leadership in product positioning and differentiated messaging development.
  • Demonstrated ownership of end-to-end launch marketing strategy and execution.
  • Strong expertise in integrated campaign planning across channels and investment levels.
  • Track record of developing product storytelling assets and high-impact launch materials.
  • Analytics-driven mindset with experience forecasting impact and optimizing performance.
  • Experience driving regional GTM activation and supporting sales enablement.
  • Strong cross-functional collaboration skills with ability to influence stakeholders globally.
  • Applied use of AI in launch planning, messaging development, and optimization workflows preferred.

Benefits

Comp & perks
  • 401(k) match
  • health insurance options
  • disability coverage
  • life insurance
  • unlimited paid time off