At Roofr, we're obsessed with our customers. We constantly gather feedback to shape, prioritize, and launch the products they truly need. That's what makes Roofr's CRM special. We started by building essential sales tools like aerial roof measurements and digital sales proposals. But when our customers asked for a simple, affordable way to manage and scale their entire businesses, we listened. So, we created a CRM that connects these solutions—along with payments, material ordering, and more—into a seamless, powerful platform. With a clear roadmap ahead, we're excited to continue expanding and leading the market with creative products.We have an amazing culture, strong financials, and best-in-class company metrics. It's an exciting time to be part of an extraordinary startup that is already successful, yet still early enough to offer its team significant growth, equity, and the opportunity to make a real impact.This position is for an existing vacancy.As the Director, Product Marketing, you will lead the strategy and execution of Roofr's product marketing function, helping us scale our go-to-market engine and position Roofr as the leading software platform for roofing businesses.You'll lead a team of three product marketers and serve as the connective tissue between Product, Sales, Customer Success, and Marketing. You'll own how we bring products to market, translate product capabilities into compelling customer value, and create the positioning, messaging, and enablement that drive adoption and revenue.This is a highly cross‐functional leadership role for a product marketing leader who can operate strategically while staying close to execution. You'll develop the team, establish scalable PMM processes, and build differentiated GTM strategies across both Product‐Led Growth (PLG) and Sales‐Led (PLS/SLG) motions.Most importantly, you'll bring a deep understanding of B2B SaaS and SMB customers and know how to translate complex products into simple, compelling value propositions that resonate with customers and drive business outcomes.What you'll get to doLead and develop a team of product marketers, establishing clear priorities, ownership, goals, and development plansOwn Roofr's product marketing strategy across PLG and sales‐led motions, ensuring both motions are aligned to broader company and revenue goalsPartner closely with Product leadership to translate roadmap priorities into compelling positioning, messaging, launch strategies, and customer value propositionsLead the end‐to‐end GTM strategy for major product launches, from market insight and positioning through launch execution, enablement, adoption, and post‐launch analysisDevelop differentiated positioning and messaging that clearly communicates Roofr's value to SMB customers in a B2B SaaS environmentBuild and continuously improve product marketing frameworks, processes, and playbooks that enable the team to scalePartner with Sales and Customer Success leadership to identify customer needs, improve enablement,



and strengthen how we communicate product value throughout the customer lifecycleOversee the development of sales collateral, product messaging, onboarding content, lifecycle campaigns, competitive intelligence, and other GTM assetsDevelop strategies to increase product adoption, engagement, expansion, and customer retention across the product portfolioEstablish feedback loops between Product, Marketing, Sales, and Customer Success to ensure customer insights influence roadmap and GTM decisionsUse market research, customer insights, competitive intelligence, and product data to inform positioning and GTM strategyDefine and monitor product marketing KPIs, including launch performance, adoption, engagement, pipeline influence, and revenue impactIdentify opportunities to leverage PLG, lifecycle marketing, automation, and digital experiences to improve the customer journey and scale GTM executionServe as a senior product marketing voice across the organization and represent the customer perspective in strategic planningPartner with the broader Marketing leadership team on company positioning, campaigns, content strategy, and demand generationWhat you bring to the role7+ years of product marketing experience, including experience leading product launches and cross‐functional GTM initiatives in a high‐growth B2B SaaS environmentDemonstrated experience managing and developing product marketing teamsStrong understanding of SMB SaaS buyers and customer journeys, including the unique challenges of acquiring, onboarding, activating, and retaining SMB customersHands‐on experience supporting both Product‐Led Growth (PLG) and Sales‐Led/PLS motionsProven ability to develop product positioning, messaging, segmentation, personas, competitive differentiation, and GTM strategiesExperience translating complex SaaS products and capabilities into simple, compelling customer value propositionsStrong understanding of the full product lifecycle, from discovery and roadmap planning through launch, adoption, expansion, and retentionExperience building scalable product marketing processes, frameworks, and operating rhythmsStrong analytical skills with the ability to connect product marketing initiatives to measurable business outcomesExceptional cross‐functional leadership and stakeholder management skills, with the ability to influence without direct authorityExcellent written and verbal communication skills and the ability to tailor messaging for executives, sales teams, customers, and prospectsExperience with product marketing and GTM tools such asPendo, Appcues, Navattic, HubSpot, Figma, or similar platformsExperience in vertical SaaS, construction technology,



or SMB‐focused software is a strong plusProduct Marketing Core Certification or similar professional certification is a plusWhat success looks likeIn your first year, you will have:Built and developed a high‐performing team of three product marketers with clear ownership and accountabilityEstablished a scalable product marketing operating model across PLG and sales‐led motionsImproved the consistency and effectiveness of Roofr's product launches and internal GTM readinessStrengthened Roofr's product positioning and differentiation within the SMB SaaS marketBuilt stronger alignment between Product, Marketing, Sales, and Customer SuccessEstablished measurable product marketing KPIs tied to adoption, engagement, pipeline, and revenueCreated repeatable GTM playbooks that allow Roofr to launch and scale products more efficientlyIncreased customer understanding and adoption of Roofr's products and capabilitiesCompensation Range: $150,000.00–$175,000.00 CADOur compensation ranges are built using multiple market benchmarks and reflect both the scope of the role and current market data. While many hires fall within the beginning to midpoint of the band to allow for growth over time, we tailor offers based on each candidate's experience, seniority, and demonstrated impact.What we offer (US + Canada)When you join our team, you're not just accepting a job. You're making a career move. Here's how we'll support you in doing some of the most impactful work of your career:1st week of employment is mandatory PTO! Start your journey with Roofr by decompressing and recharging - we will see you in week 2!1 Friday off per month (we call those our laundry days!)Company wide paid shutdown for the week between Christmas and New YearsFlexible time off80% employer‐paid benefits in the U.S. and 100% employer‐paid premiums for Extended Healthcare and Dental in CanadaGenerous Parental Leave policyWe host an annual company retreat with great team building activitiesAmple learning and development opportunities to continue growing your careerHome office setup stipendInternet and phone allowanceRemote first cultureWeekly Friday paydays!At Roofr, we're big fans of AI. It helps us write job descriptions that don't put you to sleep, takes notes during interviews so we can actually listen, and even helps us track down awesome humans like you.Feel free to use AI to prep, research, or get pumped up for your interview (we see you, ChatGPT power users). But when it's time to chat, we'd love to meet you, not your AI alter ego. Bring your real, unfiltered self, we promise we will too.And don't worry, a real, live human is behind every part of our process. Every application is reviewed by a real person, and you'll always speak with real humans throughout the interview process. No bots, just good peopleRoofr is proud to be an equal opportunity employer. We are committed to equal employment opportunity in the workplace regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, gender identity or veteran status.

📌 Director, Product Marketing (Ottawa)
🏢 Roofr
📍 Ottawa