Director, Product Marketing - Commercial

Sales & Marketing Boston, Massachusetts

Position at SHYFT


The Product Marketing Director for Commercial will work closely with the SVP of Sales and the CPO on customer insights, go-to-market plans, messaging and content, lead generation, and field marketing tactics.

This position requires a poised self-starter who can run with direction as well as take initiative in a fast-paced and dynamic environment.


  • Develop COMMERCIAL go-to-market plan including value propositions through identification of key differentiators, positioning, messaging, sales enablement materials, internal and external communication materials, promotional activities, and other deliverables, as appropriate 
  • Be in market often so that you are at the pulse of customer needs and how our evolving offering needs to be shaped to meet those needs
  • Gather competitive intelligence and industry marketing insights to educate internal stakeholders and help inform sales and product teams
  • Collaborate with product teams on appropriate product roadmap and position and bring to market new capabilities
  • Conceive and create thought leadership and educational content to broaden the awareness and understanding of our product
  • Provide marketing support to the sales team in researching prospects and generating and customizing collateral and presenting at customer meetings
  • Conduct thorough user research and develop targeted buyer personas to market our products accordingly to generate revenue
  • Align sales and marketing to clearly target the appropriate buyers and effectively convey value of our products and services
  • Update corporate website with product-specific information that descriptively defines our offerings
  • Initiate, manage, and optimize lead-gen activities including trade conferences, webcasts, email marketing, and SEM
  • Develop client engagement opportunities, including client roundtable events for ongoing customer satisfaction analysis, using those analysis outcomes for future lead generation materials
  • Generate customer success case studies through customer interviews and metrics from the platform
  • Manage an agreed schedule of deliverables and within agreed budgets. Manage oversight tools in support

Your Competencies:

  • Knowledge and experience in the development, marketing and/or sales of enterprise software - especially hosted, web-based software 
  • A tight and fluid link between left and right brain, the position requires both creative and analytical skills
  • Excellent writing and editorial skills and proven content creation experience
  • Stong presentation skills
  • Experience in designing and executing marketing and communications programs
  • Self-motivating, able to assume responsibility and work autonomously in a professional manner 
  • Exercises independent judgment in methods, techniques and evaluation criteria for obtaining results