Product Marketing Manager

Marketing San Diego, California


Hi, We’re AppFolio. 

We’re innovators, changemakers, and collaborators. We’re more than just a software company — we’re a cloud-based powerhouse that creates products to make our customers’ lives easier. We’re revolutionizing the way people do business, and we want your ideas, your enthusiasm, and your passion to help us keep on innovating.

We love where we work, and you can, too.

To find out more about what AppFolio has to offer, check out

The Product Marketing Manager is responsible for developing product positioning, messaging, and competitive differentiation while defining the target buyer segments for products and services in partnership with Product Management. This position constructs our go-to-market strategy and product launch plans, and partners with marketing to create targeted campaigns that drive awareness, preference, purchase, and adoption. Ultimately this role needs to have a superior grasp of our software and customer, as well as a keen understanding of our marketplace.

What You'll Do:

  • Drive execution of the go-to-market strategy by owning key elements of the product launch process.
  • Build communications strategy and compelling messaging to drive awareness & consideration for products, as well as drive product adoption among existing customers.
  • Define target buyer and user segments for products and services to drive marketing programs strategy and provide insights to internal teams.  
  • Collaborate with marketing to create targeted campaigns that drive awareness, preference, purchase and adoption.
  • Establish a rapport with individual Product Managers to uncover & understand the details of a product release, and translate that information into internal education, messaging documentation and readiness for product launch.
  • Partner with Product & Marketing to plan and drive in-app communication and engagement offers within product workflow and adoption initiatives.
  • Provide visibility for the Marketing team on in-app marketing initiatives and the product roadmap.
  • Stay on top of industry trends by attending industry events, monitoring competitors and partner activity, reviewing customer feedback & reading industry trades regularly.
  • Provide regular education for both internal and external stakeholders on our product features and their benefits.
  • Measure and optimize the customer journey touchpoints in order to drive product feature adoption and usage.
  • Be an evangelist for the product within the company, helping everyone understand key positioning and messages.
  • Assist in the creation and maintenance of a competitive intelligence repository.

What We're Looking For:

  • BA/BS degree
  • Minimum of 3-5 years experience in a SaaS-based company 
  • Strong analytical, verbal, and written communication skills
  • Highly motivated, resourceful problem solver with the ability to lead and interact effectively with cross-functional teams
  • Strategic thinker
  • Excellent project management, interpersonal and organizational skills
  • Proven experience in using data to make informed decisions
  • Positive attitude and great sense of humor
  • Up to 50% travel

Our Story 

AppFolio (NASDAQ: APPF) was founded in 2006 with the mission to revolutionize vertical industry businesses by providing great software and service. Our easy-to-use, cloud-based software helps our customers more effectively market, manage, and grow their businesses. Today our software solutions exist in two verticals including the real estate (AppFolio Property Manager, AppFolio Property Manager PLUS, and AppFolio Investment Manager) and legal (MyCase) industries.

To find out more about what AppFolio has to offer, check out


Statement of Equal Opportunity

At AppFolio, we value diversity in backgrounds and perspectives and depend on it to drive our innovative culture. That’s why we’re a proud Equal Opportunity Employer, and we believe that our products, our teams, and our business are stronger because of it. This means that no matter what race, color, religion, sex, sexual orientation, gender identification, national origin, age, marital status, ancestry, physical or mental disability, or veteran status, you’re always welcome at AppFolio.