Product Marketing Lead

Summary

Join Airtable's Marketing Team as an experienced product marketer to shape the future of our self-serve business. You will own end-to-end messaging, positioning, and GTM programs to drive new user signups, collaborating closely with product management to influence PLG strategy and roadmap. Responsibilities include developing clear messaging for the Airtable platform, executing go-to-market plans for self-serve programs, and generating momentum among the builder community. You will also optimize performance, track key indicators, and lead cross-functionally. This role requires 5+ years of product marketing experience with a focus on PLG strategies or self-serve SaaS products and a proven track record of success in developing positioning, messaging, and GTM strategies for complex technical products.

Requirements

• 5+ years of product marketing experience, with at least 2 years focused on PLG strategies or self-serve SaaS products
• Proven track record working cross-functionally to develop positioning, messaging and GTM strategies for complex technical products targeting builder/developer audiences
• Strong understanding of the PLG motion and experience optimizing self-serve conversion funnels
• Demonstrated ability to translate technical capabilities into compelling use cases and value propositions (both written and verbal.)
• Data-driven approach to decision making with a strong focus on analyzing customer journey metrics and optimizing conversion funnels
• Understanding of AI integration in productivity platforms and its value proposition
• Experience with influencer marketing strategies in technical communities, balancing creative marketing initiatives with measurable business outcomes
• Background in both B2B and B2C marketing approaches, particularly with products having dual audience appeal

Responsibilities

• Influence Product Strategy: Shape product roadmap, positioning, and narratives while serving as the subject matter expert on PLG platforms and applications. Conduct regular market research to identify trends, opportunities, and competitive positioning for Airtable's self-serve offerings
• Messaging & Positioning: Develop clear and differentiated messaging for the Airtable platform, specifically for self-serve builder audiences. Create practical sales enablement materials built around customer use cases and ensure consistency of messaging across all channels
• Go-to-Market Execution: Collaborate closely with product, demand gen, and sales teams to create and execute comprehensive go-to-market plans for self-serve programs. Lead product launches for PLG initiatives that rally the entire organization around a cohesive story
• Builder Community Development: Generate momentum among the builder community by collaborating with Communications, Community, and Content teams to produce engaging content and customer success stories aligned with key use cases that demonstrate measurable business results
• Performance Optimization: Own the end-to-end self-serve customer journey metrics from awareness through advocacy, leveraging data to inform strategic decisions. Track and analyze key performance indicators to optimize strategies and drive consistent adoption and growth
• Cross-Functional Leadership: Serve as the PLG champion across the organization by partnering effectively with product, marketing, sales, and customer success teams to deliver a cohesive self-serve experience

Benefits

• Our total compensation package also includes the opportunity to receive benefits, restricted stock units, and may include incentive compensation
• For work locations in the San Francisco Bay Area, Seattle, New York City, and Los Angeles, the base salary range for this role is: $196,000 — $278,000 USD
• For all other work locations (including remote), the base salary range for this role is: $177,000 — $250,000 USD