Product Marketing Director, Novus

Requirements

• Beyond the qualifications, we hire through a specific lens. These aren't buzzwords; they're the things we'll actually look for in how you talk about your work.
• You're a builder, not a maintainer.
• You're AI-curious - genuinely.
• 7+ years of marketing experience, including at least 2-3 years owning GTM for a technical product or developer-facing platform at the individual contributor level.
• Experience building software or working closely enough with engineers to understand codebases, pull requests, and deploy cycles.
• AI-native working style, with regular use of tools such as Claude, ChatGPT, or similar tools to move faster, generate ideas, and pressure-test thinking.
• Strong content and storytelling instincts, with the ability to write a crisp narrative, build a compelling launch moment, and translate technical depth into plain language without oversimplifying.
• Hands-on experience building community and developer awareness, including an understanding of how builders discover tools, what earns trust in communities such as Hacker News or GitHub, and what feels authentic versus tone-deaf.
• Hands-on experience with PLG go-to-market motions, including self-serve acquisition, freemium conversion, and community-led distribution.
• Familiarity with product analytics, instrumentation, or observability tools.
• Experience marketing to or within developer communities, including open source, dev tools, AI coding tools, or similar spaces.
• About Pendo
• Pendo was founded in 2013 by former product managers, who combined their heads and hearts to build something they wanted but never had as product managers: a

Additional Information

The Team + The Role Novus is Pendo's answer to a new challenge in software: teams are shipping faster than ever, but still need a reliable way to understand what is happening in their software after it reaches users. The product is aimed at product engineers and application owners building AI-native software, creating a new audience and category opportunity for Pendo. The Product Marketing Director, Novus will be the marketing lead and GTM owner for this new product and category. This role owns narrative, positioning, audience targeting, channel strategy, demand generation, community activation, PLG motion, launch execution, enablement, and the metrics that connect marketing activity to early commercial outcomes. This role is based in-office in San Francisco or New York. What this looks like day-to-day Messaging and positioning: Develop and maintain messaging, positioning, and talk tracks as Novus evolves. Keep product, sales, marketing, and leadership aligned on how to describe the product, audience, category, and customer value. End-to-end GTM ownership: Own the full GTM plan for Novus, including audience targeting, channel strategy, campaign execution, launch moments, and success metrics. Build the plan, run it, and own the outcomes. Top-of-funnel growth: Own top-of-funnel acquisition for Novus by defining the channel mix, running campaigns, and driving early access signups. Connect acquisition activity to activation, free-to-paid conversion, and early revenue outcomes. Community activation: Build the community presence for Novus from the ground up across developer forums, social channels, influencer relationships, and event-driven activation. Create authentic engagement with builders who are skeptical of traditional marketing. PLG motion: Own the product-led growth motion in close collaboration with product and growth. Help design self-serve onboarding, activation flows, and freemium-to-paid conversion strategy. Pendo and Novus positioning: Help define how Novus and Pendo work together for customers. Position the relationship clearly for teams scaling from fast-moving startups into more complex product organizations. Sales and partner enablement: Build enablement materials that help sales and partner teams have credible conversations with product engineers. Translate technical depth into plain language without oversimplifying the product or audience. Measurement and commercial impact: Define and own the metrics that connect Novus marketing activity to pipeline and early commercial outcomes. Track measures such as free-to-paid conversion, activation rates, and marketing-sourced ARR contribution.

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