Senior Product Marketing Manager, GTM Strategy

About the role

We are looking for a rare operator-strategist: someone who can develop the full go-to-market blueprint for our invoice and payment solutions - and then roll up their sleeves to execute it. This role sits at the intersection of marketing, sales, finance, and product, and serves as the connective tissue that brings new payment solutions to market and drives expansion upmarket. If you're the type of person who geeks out on TAM/SOM modeling in the morning, writes positioning narratives in the afternoon, and preps sales enablement for a new offer by end of day - this role was built for you.

Responsibilities

• Market Strategy & Segmentation
• Define and maintain TAM/SOM/SAM models to size market opportunity across middle market and upmarket segments
• Develop and continuously refine Ideal Customer Profiles (ICPs) - identifying new buying personas, verticals, and whitespace opportunities
• Lead competitive intelligence efforts to identify differentiation strategies and market positioning advantages
• Positioning & Messaging
• Own the core positioning and messaging architecture for the specific market segments
• Craft compelling narratives tailored to CFOs, Controllers, and finance leaders that emphasize efficiency, control, and visibility
• Develop differentiated messaging frameworks for new ICPs as the company expands upmarket
• Pricing, Packaging & Promotions
• Partner with Product and Finance to develop pricing and packaging strategies that drive adoption and expansion revenue
• Design promotional offers and competitive win-back programs in collaboration with Sales
• Establish with Product and Revenue Operations guardrails and approval frameworks for field-level discounting and custom deal terms
• Go-to-Market Execution
• Lead end-to-end GTM planning and launch execution for new products, features, and market entries
• Develop launch playbooks that coordinate across marketing, sales, product, and rev ops
• Define success metrics, track performance, and iterate GTM strategy based on pipeline and win/loss data
• Sales Enablement
• Develop segment-specific pitch narratives and ROI tools that help reps close faster in competitive deals
• Partner with Sales Enablement to operationalize content in Salesforce, Marketo or equivalent platforms
• Cross-Functional Leadership
• Serve as the GTM quarterback across Marketing, Demand Gen, Sales, Finance, Product, and Rev Ops
• Align stakeholders on GTM strategy, prioritization, and readiness before every launch or campaign
• Present GTM plans and performance to executive leadership and influence resource allocation decisions

Requirements

• The Profile We're Looking For
• MBA preferred; highly analytical and comfortable in spreadsheets as much as slide decks
• You understand GTM holistically - not just marketing, but how it connects to sales motion, pipeline generation, and revenue outcomes
• You're a strategic thinker who executes; you don't hand work off - you build it, ship it, and measure it
• You move fast. You thrive in environments where speed matters and ambiguity is the norm
• You're competitive by nature - you study the market, know the players, and are motivated to win
• You aspire to a Chief Strategy Officer, CMO, or CRO seat and see this role as your proving ground
• Required Qualifications
• 5-8+ years of experience in product marketing, GTM strategy, or a hybrid strategy/marketing role at a B2B SaaS company
• Demonstrated experience owning positioning, messaging, and launch execution - not just contributing to them
• Strong analytical skills: comfortable with TAM modeling, cohort analysis, win/loss analysis, and pipeline metrics
• Experience developing sales enablement materials that are actually used by reps (scripts, battle cards, ROI tools)
• Proven cross-functional leadership: you've aligned sales, product, and finance behind a GTM plan
• Fintech, payments, AP automation, or CFO-persona experience is a strong plus
• MBA from a top-tier program preferred; exceptional candidates without an MBA will be considered
• Your Cross-Functional Partners
• Sales
• Co-develop scripts, offers, and objection handling; align on ICP and target segments
• Demand Gen
• Provide positioning and offers that fuel campaign execution and pipeline generation
• Product
• Feed market insights into roadmap, pricing collaboration, lead launch readiness and GTM packaging
• Finance
• Partner on pricing strategy, promo economics, and deal desk structure
• Revenue Opperations
• Align on funnel metrics, pipeline attribution, and enablement tooling
• Why This Role, Why Now
• We are at an inflection point expanding upmarket and this is a transformational GTM challenge that requires exactly this skill set
• You will have executive visibility and real ownership, not just a seat at the table
• The payments and AP automation space is growing rapidly and competitively - your work will have immediate, measurable impact on revenue
• This is a career-defining role for someone on a path to CMO, CRO, or CSO
• About AvidXchange
• AvidXc

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