Senior Product Marketing Manager

12twenty is seeking a Senior Product Marketing Manager to own product marketing for a dedicated line of business. You’ll connect Product, Sales, Customer Success, and Marketing, building a deep understanding of our products and turning that knowledge into clear value propositions, effective sales enablement, and thoughtful go-to-market plans.

You’ll operate at both strategic and executional levels, helping us sharpen our positioning, prepare our teams, and bring products to market with a clear understanding of who they’re for and why they matter.

We’re looking for someone who asks good questions, gets close to customers, and can turn complex capabilities into a compelling answer to “Why should I care?”

• Build deep knowledge of the products within your line of business, including their capabilities, use cases, limitations, and customer outcomes.

• Work closely with Product to understand what’s available today, what’s coming next, and what those developments mean for customers.

• Own product positioning and value propositions grounded in customer needs, buying behavior, and competitive differentiation.

• Translate product capabilities into clear benefits tailored to specific ICPs, personas, and use cases.

• Partner with Marketing to develop clear, compelling go-to-market messaging grounded in product value, customer insights, and the broader 12twenty narrative.

• Validate product claims and develop the customer evidence and proof points that support them.

• Own the go-to-market plan and launch calendar for your line of business, aligning timing and priorities with Product and go-to-market partners.

• Determine the appropriate launch approach for new products and features based on customer relevance, business opportunity, and team readiness.

• Partner with Product, CS, Sales, and Marketing to define target audiences, launch goals, packaging considerations, responsibilities, and success metrics.

• Coordinate launch readiness, including value propositions, enablement, customer communications, and the information teams need to sell and support the offering.

• Evaluate performance after launch and use customer feedback, adoption signals, and sales findings to improve the approach.

• In partnership with Marketing create and maintain practical enablement materials, including sales guides, decks, battlecards, use cases, objection handling, and competitive talking points.

• Partner with Sales and BDRs to understand where conversations stall and what would help buyers move forward.

• Deliver training that helps teams confidently explain product value, demonstrate relevant capabilities, and address customer questions.

• Equip CS with the information needed to communicate new capabilities and help customers understand their value.

• Gather feedback on enablement materials, track their use, and improve them based on what teams need in real conversations.

• Maintain a strong understanding of customer needs, buying behavior, decision criteria, and alternatives within your line of business.

• Conduct customer and buyer interviews, review sales conversations, and lead win/loss research to uncover what influences purchasing decisions.

• Refine ICPs, personas, and priority use cases based on evidence.

• Monitor competitive offerings, positioning, and market developments, translating findings into actionable guidance.

• Bring customer and market insights into product planning, positioning, and launch decisions.

• Clear, differentiated value propositions help buyers understand why 12twenty is relevant to their needs.

• Sales and CS use the materials you build and confidently communicate product value.

• An agreed launch calendar keeps Product and go-to-market teams aligned on priorities, timing, and readiness.

• Launches have defined goals, measurable results, and follow-through after the announcement.

• Customer and competitive insights consistently inform product and go-to-market decisions.

• Your work contributes to stronger sales conversations, product adoption, and customer value.

• 5+ years of experience in B2B SaaS product marketing, ideally in multi-sided platforms or HR/edtech.

• A proven track record of developing value propositions, launching products, and enabling sales.

• Curious and thorough, with the ability to learn complex products and explain their value clearly.

• A strategic thinker and strong communicator who can influence cross-functional partners and move work forward.

• Comfortable using customer research and performance data to make decisions, test assumptions, and adjust your approach.

• Equally comfortable building a launch plan, writing a sales guide, and delivering a training session.

• Able to bring structure to ambiguity and prioritize the work that will have the greatest impact.

• Someone who cares whether teams use what you build and whether customers understand the value.