Product Marketing Lead, GTM Strategy

About the role

You will define the end-to-end GTM strategy for Claude in knowledge work, owning the narrative and motion that turns first-time experimentation into habitual use across an enterprise. You will segment the market rigorously, building distinct marketing plans for each priority function and prioritizing where to lead while deliberately choosing what to defer. You will shape the flagship content and messaging for Claude for Knowledge Work, translating product truth into campaigns and stories that resonate with specific personas and use cases. You will activate an integrated flywheel inside enterprise accounts, identifying champions, running workshops and webinars, and designing lifecycle programs that move knowledge workers from curiosity to confident, daily use. You will own flagship acquisition and activation campaigns, such as initiatives that help users hand off tasks to Claude, selecting channels and activation tactics that match each audience precisely. You will inform the digital, social, and field motions, including operations, finance, legal, and productivity creators, and manage our social presence in the knowledge work space. You will coordinate across Demand Generation, Growth, Brand, Events, Campaigns, Field Marketing, and Success, providing direction and fuel so the growth motion aligns as one coherent program. You will operate as an individual contributor in year one, writing plans, building campaigns, and shipping content directly, with the eventual opportunity to scale a team as the motion matures. You will report on what the motion drives, tracking awareness and preference, WAUs and enterprise account depth, revenue contribution, and campaign efficiency to guide continuous improvement.

Key facts

What you'll do

• Define the Marketing and growth strategy, segment by segment, building a marketing plan per priority segment or function and deciding where to lead first and what to delay intentionally.
• Set the content direction for Claude for Knowledge Work, shaping flagship narrative content based on the plan and campaign needs while reinforcing the existing messaging and launch foundations.
• Turn activation into a flywheel inside enterprise accounts by identifying and activating champions, coordinating workshops and webinars, and running lifecycle programs for various personas to inspire higher ambitions and greater impact.
• Own the flagship acquisition and activation campaigns, defining and running the integrated "Hand off your tasks to Claude" programs and selecting channels and activations that fit the target audience.
• Inform the digital, social, and field motions, shaping the Knowledge Work digital, social, and influencer landscape, including ops, finance, legal, marketing, and productivity creators, and our social presence in this space.
• Coordinate without owning, providing direction, coordination, and fuel across Demand Generation, Growth, Brand, Events, Campaigns, Field Marketing, and Success so the growth motion moves as one program without duplicating any team's mandate.
• Build and ship the work yourself, operating as an individual contributor in year one by writing plans, building campaigns, and shipping content directly, with room to expand the team as the motion matures.
• Report on what the motion is actually driving, tracking and sharing progress against awareness and preference, growth (WAUs and enterprise account depth), revenue contribution, and campaign efficiency.
• Partner closely with product and engineering to ensure go-to-market narratives reflect product roadmaps and capabilities accurately and are updated as features evolve.
• Develop and maintain a deep understanding of Claude's evolving feature set and strategic positioning so that all external communications remain accurate and compelling.
• Collaborate with analysts and sales teams to support account planning, targeting, and deal registration, ensuring field efforts align with pipeline and revenue goals.
• Create and maintain playbooks for campaigns and activation programs, documenting assumptions, audiences, channels, and outcomes to enable scaling and reuse.
• Work with design and content partners to produce assets and storyboards that bring the flagship campaigns to life across digital, events, and field channels.
• Establish clear metrics and experiments for each campaign, testing messages, channels, and offers to optimize performance over time.
• Represent the voice of the customer and the voice of the product in internal discussions, translating feedback into actionable insights for the broader GTM team.
• Partner with customer success and support to surface stories, references, and case studies that validate impact and reinforce positioning in the market.

Requirements

• Have experience creating marketing programs for functional personas, whether users or buyers, such as Operations, Finance, Legal, and Sales.
• Excel at cross-functional collaboration, with a track record of driving work through influence and clear communication across stakeholders.
• Are comfortable operating in a fast-paced, ambiguous environment while maintaining rigor in planning and execution.
• Are a strong writer and storyteller, able to turn complex product concepts into clear, audience-specific narratives.
• Have a history of owning end-to-end campaigns from strategy through execution and measurement.
• Demonstrate deep empathy for knowledge workers and an understanding of how they work today and how they might work with AI.
• Are highly organized and able to manage multiple priorities, timelines, and stakeholders without sacrificing quality.
• Are willing to roll up sleeves and contribute hands-on across content, campaigns, and coordination, especially in year one.

Nice to have

• Preference for candidates who have worked on AI, enterprise software, or productivity tools previously.
• Experience with data-driven marketing and experimentation frameworks to refine campaigns continuously.
• Background in creating programs for analysts, influencers, or community-led motions.
• Familiarity with sales and customer success workflows in B2B SaaS environments.

Practical notes

If any details are missing, unclear, or appear inconsistent, refer back to the source text as the single point of truth. Do not infer, paraphrase, or add details that are not explicitly present in the provided source material.