Principal Product Marketing Manager

## About the Role The Principal Product Marketing Manager position at Intercom is a senior individual contributor role that focuses on owning the narratives that shape how Intercom wins in the market. This includes the stories used in customer conversations, the narratives powering campaigns, and the competitive strategy that helps take and defend ground. The role requires driving impact through the quality of thinking and the ability to move sales, enablement, and campaigns to execute with confidence.

As a key member of the product marketing team, you will be responsible for developing and executing go-to-market strategies that drive business growth. This involves a deep understanding of the market, competitors, and customer needs, as well as the ability to communicate complex ideas simply and effectively.

The role is based in San Francisco, California, and offers the opportunity to work with a talented team of professionals who are passionate about delivering incredible customer experiences.

## What You Will Do - Own the development of field and campaign narratives that are purpose-built for how buyers evaluate and buy, ensuring that the messaging is not watered down.

• Co-create campaign approaches with Integrated Marketing and Campaigns teams, owning the messaging and narrative while they own channel strategy and execution.
• Partner with Sales Enablement to raise the bar on how the field sells the product and platform, from launch narrative through to role-specific assets and training.
• Identify gaps in field knowledge and confidence through data analysis, call reviews, and rep conversations, and find effective ways to close these gaps.
• Work with GTM strategy and commercial teams to identify growth opportunities such as cross-sell, upsell, and new places to sell existing products, co-defining play strategy grounded in white space analysis and buyer insight.
• Own the messaging for each play, working with GTM Programs, Campaigns, and Enablement to develop the content and assets that bring it to life.
• Test whether messaging is working through field feedback, conversion signals, and rep confidence, and iterate quickly based on findings.
• Build solutions-level messaging that goes beyond individual products to articulate the broader value of Intercom when capabilities work together.
• Own how the company navigates multiple buyer personas, ensuring each has a narrative that speaks to their priorities without fragmenting the overall message.
• Create frameworks that give reps a sharper way into multi-stakeholder deals, flexing across personas without losing the platform story.
• Continuously identify where Intercom is winning and where there's untapped opportunity, building the positioning, narrative, and campaigns to shape those opportunities.
• Work with Research and GTM teams to run a sustainable competitive intelligence program, tracking moves, updating positioning, and keeping the field current without creating noise.
• Operationalize competitive strategy so the field can act on it, including battle cards, competitive plays, and objection handling.
• Synthesize win/loss data, customer interviews, and market signals into strategic recommendations that feed back into product and ICP decisions.

## What We Are Looking For - A minimum of 7 years of experience in product marketing, with a focus on developing and executing go-to-market strategies.

• Strong understanding of GTM strategies, including experience with Excel and data analysis.
• Proven ability to communicate complex ideas simply and effectively, both in writing and verbally.
• Experience in working with cross-functional teams, including sales, enablement, and campaigns.
• Strong competitive analysis skills, with the ability to identify and capitalize on market opportunities.
• Ability to think strategically and execute tactically, with a focus on driving business growth.
• Experience in the tech industry, preferably in a customer service or software as a service (SaaS) company.
• Strong project management skills, with the ability to prioritize tasks and manage multiple projects simultaneously.
• Excellent interpersonal and communication skills, with the ability to build strong relationships with internal stakeholders and external partners.

## Nice to Have - Experience with marketing automation platforms and CRM systems.

• Knowledge of AI and machine learning principles, particularly in the context of customer service.
• Experience in working with remote teams and managing distributed workflows.
• Familiarity with design thinking principles and human-centered design methodologies.
• Certification in product marketing or a related field.

## Benefits and Perks - Competitive salary and equity package.

• Comprehensive health, dental, and vision insurance.
• Generous PTO policy, including vacation days, sick leave, and holidays.
• Remote work stipend to support your home office setup.
• Professional development opportunities, including training, conferences, and workshops.
• Access to the latest tech tools and software.
• Collaborative and dynamic work environment with a team of talented professionals.
• Flexible working hours and autonomy to manage your workload.
• Recognition and reward for outstanding performance and contributions to the company's growth.

- Tip: Highlight your experience with GTM strategies and Excel in your resume and cover letter, as these are key skills required for the role.

• To stand out, prepare examples of successful go-to-market strategies you've developed and executed in previous roles, and be ready to discuss them in detail during the interview.
• Ensure your portfolio includes case studies or presentations that demonstrate your ability to communicate complex ideas simply and effectively.
• When negotiating salary, consider the company's overall compensation package, including equity and benefits, rather than just focusing on the base salary.
• Be prepared to ask questions about the company culture, team dynamics, and opportunities for growth and professional development during the interview.
• Red flag: If the company seems unclear about its mission, values, or expectations for the role, it may be a sign of broader organizational issues.