Product Marketing Manager — Customer Proof, Sales Enablement & ABM

About the role

What you'll own

1. Case study creation and distribution

• Run the customer proof pipeline end-to-end — from identifying candidate accounts with Delivery, Customer Success and Sales, to interview, draft, approval and publication.
• Establish a repeatable nomination-to-publication process with a defined SLA and a committed monthly/quarterly output target.
• Conduct customer interviews and pull hard numbers from Delivery and Product so every story leads with quantified outcomes, not adjectives.
• Manage the client approval loop, including legal sign-off, logo usage rights and anonymisation where needed.
• Build and maintain a central content repository — every asset tagged by industry, use case, persona, deal stage, region and product line, so Sales can find the right proof in under a minute.
• Repurpose each story into a full asset set: long-form case study, one-page PDF, slide for the pitch deck, LinkedIn carousel, email proof snippet, video testimonial cut, and website page.
• Build and publish case study pages on the website yourself — working hands-on in the CMS to create pages, upload assets, apply on-page SEO basics (titles, meta, alt text, internal links, schema) and keep the customer stories section current without waiting on a developer.
• Own the structure of the customer stories hub on the site — filters by industry and use case, gated vs ungated logic, and the forms and CTAs that route enquiries into the CRM.
• Push distribution across owned and outbound channels — website, sales decks, nurture email, SDR sequences, social, PR and award submissions.

2. Sales enablement assets

• Own the master pitch deck and its variants by vertical, persona and deal stage.
• Build and maintain the core enablement library: product one-pagers, battlecards, competitive positioning, objection-handling guides, pricing narratives, ROI/business-case templates, and a reusable RFP and security-questionnaire response bank.
• Partner with Product on launch narratives — translate features into positioning, messaging and proof points that a rep can actually say out loud.
• Run enablement sessions for AEs and SDRs on new assets, messaging updates and how to use each asset in the sales cycle.
• Own version control and governance so there is exactly one current version of every asset, and retire what is stale.
• Track asset usage and influence (HubSpot, deck-sharing analytics, win/loss inputs) and kill or rebuild what isn't getting used.

3. ABM campaign emails

• Work with Sales and the SDR team to define target account tiers and the buying committee within each.
• Write account-specific and persona-specific email sequences anchored on the most relevant customer proof — matching the right case study to the right account, industry and pain point.
• Build and manage sequences in HubSpot: personalisation tokens, dynamic content, branching logic, list hygiene and suppression rules.
• Design multi-touch plays that combine email, LinkedIn, SDR calling and personalised assets into a single coordinated motion per account tier.
• Run structured A/B tests on subject lines, hooks, proof points and CTAs, and turn results into a documented messaging playbook.
• Report on reply rate, meeting conversion, account engagement and pipeline influenced — and feed those learnings back into positioning.

What success looks like

• Content repository audited, structured and live, with the existing asset base tagged and searchable.
• First 2–3 case studies published under the new process, with the pipeline for the next quarter already identified.
• Master pitch deck refreshed and rolled out to the Sales team.
• Customer stories section live on the website, published independently, with the first stories up.

• A predictable cadence of published customer stories with named owners at every stage.
• Sales enablement library with measurable adoption across the AE and SDR team.
• ABM email programme running as a repeatable engine, with attributed meetings and pipeline you can point to.

What we're looking for

• 4–7 years in B2B SaaS product marketing, content marketing or sales enablement.
• Exceptional business writing — you can take a messy customer interview and turn it into a story a CXO will read to the end. A portfolio of published case studies or sales assets is required.
• Direct experience interviewing customers and working with enterprise sales teams.
• Hands-on with a marketing automation and CRM stack (HubSpot strongly preferred) — building sequences, lists, workflows and reports yourself.
• Hands-on with a website CMS (HubSpot CMS, WordPress or Webflow) — able to build, publish and update pages independently, with working knowledge of on-page SEO.
• Comfortable operating cross-functionally without formal authority, chasing inputs from Delivery, Product and Sales and still shipping on time.
• Strong project management instincts — you run a content calendar, not a to-do list.

• Experience marketing to enterprise buyers in BFSI, retail or D2C.
• Exposure to AI, video or martech categories.
• Working knowledge of Figma, Canva or equivalent — enough to build a clean deck without waiting on design for everything.
• Experience with ABM platforms or intent data tools.
• Script writing for video assets.

Note for HR — screening priority

• Ask for published long-form samples with the candidate's name attached, or a clear statement of what they personally wrote versus edited. No samples, no shortlist.
• Prioritise profiles from content marketing, product marketing, brand journalism, B2B agency or research/analyst backgrounds.
• Candidates from a purely performance-marketing, social media or design background are unlikely to fit unless the writing portfolio is strong.
• Ability to publish independently on a CMS is a genuine requirement, not a nice-to-have — please confirm it during the screening call rather than assuming it from the CV.

How we'll evaluate