Hybrid Senior Product Marketing Manager – Vertical GTM Strategy

at Highspot

• Job title: Senior Product Marketing Manager – Vertical GTM Strategy
• Job type: Full Time
• Experience level: Senior
• Salary: $146,000 - $220,000 per year
• Degree requirement: Bachelor's Degree
• Tech skills: Go
• Location requirements: Hybrid, Seattle, United States

About the role

• Lead the development and execution of Highspot’s vertical go-to-market strategy, especially for Financial Services & Insurance. Collaborate with Sales, Product, and Marketing to drive revenue growth.

Responsibilities

• Build and own the vertical GTM strategy: Define the vision, strategy, and roadmap for how we target and win in key industries, beginning with Financial Services & Insurance.
• Execute analysis to prioritize verticals and measure impact: Go deep on market insights, CRM data, and product truths to identify key opportunities, drive alignment across GTM and Product teams, and assess impact of the strategies.
• Develop vertical playbooks: Partner with Sales and Enablement to build compelling, repeatable sales plays—including personas, pain points, competitive insights, and objection handling.
• Create differentiated messaging and positioning: Craft vertical-specific narratives that resonate with buyers and clearly communicate our value proposition.
• Influence product strategy to win in key verticals: Work closely with the Product team to influence the roadmap, drive specific product requirements, and launch capabilities as appropriate to the market.
• Support full-funnel marketing: Work with campaign, content, and demand teams to translate vertical strategy into high-performing programs and assets.
• Establish thought leadership initiatives: Drive the creation of industry-specific content—blogs, reports, whitepapers, and webinars—to elevate our presence in the market.
• Enable the field: Ensure Sales and Customer Success are equipped with the messaging, training, and tools they need to execute effectively.

Requirements

• 6-8+ years of product marketing or related experience, including leading GTM strategy for vertical markets in B2B SaaS (specifically Financial Services & Insurance).
• Proven success building Financial Services & Insurance and other vertical-specific GTM programs that drive revenue.
• Strong understanding of enterprise sales motions and buyer behavior.
• Exceptional storytelling, communication, and positioning skills.
• Track record of working cross-functionally to align stakeholders and deliver results.
• Strategic thinker who’s also execution-oriented and data-driven.
• Experience influencing product roadmaps based on market needs and trends.
• Comfortable operating in a high-growth, fast-paced environment.

Benefits

• Comprehensive medical, dental, vision, disability, and life benefits
• Health Savings Account (HSA) with employer contribution
• 401(k) Matching with immediate vesting on employer match
• Flexible PTO
• 8 paid holidays and 5 paid days for Annual Holiday Week
• Quarterly Recharge Fridays (paid days off for mental health recharge)
• 18 weeks paid parental leave
• Access to Coaches and Therapists through Modern Health
• 2 volunteer days per year
• Commuting benefits