Director, Product Marketing, GTM Strategy

About the role

Fleetio is seeking a strategic leader to establish and guide the company's go-to-market (GTM) commercialization function. This role is central to translating product innovation into tangible customer value, adoption, and revenue growth. You will build the operational framework that synchronizes Product, Marketing, Sales, Enablement, Customer Success, and Partnerships for successful product introductions.

Key facts

What you'll do

• Develop standardized processes for consistently bringing new products to market.
• Design commercialization strategies that align all customer-facing departments.
• Integrate commercialization planning into the early stages of product development.
• Create robust launch readiness procedures for both major releases and ongoing product enhancements.
• Contribute to pricing, packaging, and monetization strategies.
• Define and manage the company's core messaging and customer value proposition.
• Craft positioning that emphasizes business outcomes over product features.
• Develop messaging frameworks for various company, platform, product, industry, and initiative levels.
• Create foundational sales messaging and presentations, including the First Call Deck.
• Build solution narratives for key growth areas like Maintenance, AI, Fleet Intelligence, Telematics, and Partnerships.
• Ensure message consistency across all company communications.
• Develop repeatable sales plays to help the sales team generate pipeline and close deals.
• Collaborate with Sales Enablement to produce playbooks, talk tracks, discovery guides, and objection handling resources.
• Incorporate messaging into sales methodologies such as MEDDPICC.
• Develop industry-specific messaging and sales collateral.
• Maintain a central repository for GTM messaging and commercialization assets.
• Work with field teams to refine materials based on customer feedback.
• Act as a central point of connection between Product, Marketing, Sales, Customer Success, Partnerships, and Executive Leadership.
• Establish regular GTM planning cadences across departments.
• Align teams on priorities, timelines, launch plans, and business objectives.
• Partner with Demand Generation to ensure campaigns reinforce the company's value narrative.
• Support partner commercialization efforts through joint messaging and GTM programs.
• Build the commercialization function from its inception.
• Define operating procedures, templates, and best practices.
• Identify opportunities for scaling through AI, automation, and systematic approaches.
• Recruit, mentor, and develop a high-performing commercialization team.
• Foster an environment of experimentation, learning, ownership, and measurable business impact.

Requirements

• A minimum of 10 years of experience in Product Marketing, Go-to-Market Strategy, Commercialization, or Revenue Marketing within B2B SaaS environments.
• Demonstrated experience building commercialization, product marketing, or GTM programs from the ground up.
• Deep understanding of positioning, messaging, value frameworks, and sales enablement.
• Proven history of partnering directly with executive leadership, Product, Sales, Enablement, and Marketing teams.
• A track record of successfully translating product innovation into commercial success.
• Experience in creating repeatable GTM operating models and launch processes.
• Strong executive communication and storytelling capabilities.
• Experience with Salesforce, Gong, Highspot (or comparable tools), Notion, AI productivity tools, and modern GTM technology stacks.
• A builder's mindset, comfortable creating structure in nascent areas and scaling teams over time.

Nice to have

• None specified.

Skills & tools

• Salesforce
• Gong
• Highspot (or similar)
• Notion
• AI productivity tools
• Modern GTM technology

Practical notes

• Health/dental coverage options (100% employee, 50% family)
• Vision insurance
• Incentive stock options
• 401(k) with 4% match
• 4 weeks Paid Time Off (increases after year two)
• 12 company holidays plus 2 floating holidays
• Parental leave: 16 weeks paid for birthing parent, 4 weeks paid for non-birthing parent
• FSA & HSA options
• Short and long-term disability (short-term is 100% company-paid)
• Community service funds
• Professional development funds
• $150 quarterly wellbeing fund
• $125 quarterly business expense stipend
• Mac laptop and new hire equipment stipend
• Fully stocked kitchen with drinks and snacks (in office)
• Remote work friendly since 2012.