iBase-t · 1 day ago
Director, Product Marketing — GTM, Competitive & Product-led Growth Leader
United States
Full-time
Remote
Director/Executive
10+ years expiBase-t is a company focused on product marketing and growth strategy, and they are seeking a Director of Product Marketing to lead their market-facing narrative and competitive strategy. This role is responsible for establishing credibility with the Sales organization and driving revenue through effective go-to-market strategies and customer insights.
ManufacturingSoftware
Responsibilities
Own the end-to-end GTM narrative for iBase-t Solumina: market narrative & buying criteria, value proposition, differentiation, proof points, and message hierarchy
Establish credibility with Sales leadership, SEs, and top reps through regular engagement (field listening, QBR participation, enablement) and by delivering assets that materially improve deal outcomes
Define and operationalize sales plays and talk tracks for priority personas, segments, and use cases—enabling consistent “what to say / why it matters / how we win.”
Own competitive strategy: competitor narrative analysis “how they sell”, battlecards, objection handling, “why we win” frameworks, and deal-stage competitive guidance
Drive ongoing competitive readiness: updates, enablement sessions, competitive drills, and sales feedback loops that increase sales confidence and consistency
Lead win/loss programs and convert findings into changes in messaging, enablement, packaging guidance, and (when needed) product recommendations
Establish and run a competitive intelligence operating cadence: field intel intake loop, monitoring, monthly/quarterly updates, and rapid-response briefs for major competitive moves
Create lightweight CI governance: what changes trigger updates, how battlecards are versioned, and how insights are pushed into sales plays, enablement, and Pricing Committee discussions
Build and maintain direct relationships with customers and prospects across complex manufacturing personas (manufacturing engineering, quality, operations, supply chain, sustainment/MRO, IT, program leadership)
Establish and run a VoC system (interviews, advisory input, deal debriefs, field listening, win/loss) and translate insights into: messaging and proof points, sales plays and enablement priorities, roadmap and packaging recommendations
Ensure VoC insight is consistently reflected in GTM strategy, competitive posture, and adoption/expansion initiatives
Establish a repeatable “proof engine” to capture and operationalize customer outcomes: quantified value/ROI, before-and-after stories, benchmarks, and credible proof points by persona/use case
Partner with Customer Success and Sales to build a scalable customer reference and advocacy motion that supports both new-logo validation and expansion/adoption
Maintain proof-point governance (approved claims, supporting evidence, source-of-truth repository) so Sales uses consistent, defensible messaging
Lead the Pricing Committee and drive the agenda, cadence, and decision-quality of pricing/packaging discussions
Bring market truth to pricing: competitive structures, buyer value drivers, segmentation, end-user requirements, and willingness-to-pay signals
Partner with Product, Finance, and Revenue leadership to inform pricing and packaging decisions; provide sales-ready pricing narrative and value justification to support both new-logo and expansion motions
Define enablement strategy, standards, and governance for field-facing tools (pitch story, POVs, ROI/value frameworks, competitive tools, deal-stage assets)
Personally create and/or co-create the highest-impact assets; orchestrate production and scale through shared MarCom resources and contractors as appropriate
Maintain alignment across channels so messaging is consistent from first call to proposal to renewal/expansion
Build and operationalize GTM motions for both: New logo acquisition (ICP clarity, evaluation criteria, competitive displacement, proof points) and Enterprise expansion (adoption-led growth, cross-product/platform expansion, value realization, renewal/upsell support)
Partner tightly with Customer Success on adoption narratives, value realization frameworks, and customer outcome proof that fuels expansion selling and advocacy
Lead GTM readiness for product/major release launches: positioning, narrative, packaging guidance, enablement plan, and rollout
Ensure launches translate into field behavior: clear plays, proof points, competitive guidance, and measurable adoption
Serve as a GTM leader and partner to User Group and Executive Advisory Council (EAC) programs
Shape agendas and content to drive product-based growth: adoption, expansion use cases, peer proof points, and customer advocacy
Partner with Customer Success and Product to convert community insights into GTM and product strategy changes
In partnership with corporate and product leadership, contribute to analyst and influencer narratives (briefings, messaging alignment, competitive positioning) to strengthen category credibility and support enterprise sales cycles
Provide market and competitive inputs and proof points to improve external perception and internal alignment of iBase-t’s category story and differentiation
Establish the product marketing operating cadence (VoC, competitive updates, win/loss, messaging governance, enablement rhythms)
Create the resourcing plan to scale capability (contractors/agencies initially; hiring plan and org design as justified)
Qualification
Required
Proven ability to earn high credibility with enterprise software Sales teams and materially influence deal outcomes
Expert-level positioning and differentiation skills; strong executive storytelling and presentation presence
Demonstrated experience owning competitive strategy (battlecards, win themes, objection handling, enablement) and running CI as an operating cadence (intake, updates, governance)
Demonstrated ability to lead or heavily influence pricing and packaging through market insight and competitive perspective; experience leading cross-functional pricing discussions strongly preferred
Demonstrated experience building direct customer relationships and running VoC programs that change GTM strategy and/or product direction; experience standing up a proof engine (outcomes/proof points/references) preferred
Strong understanding of enterprise platform selling, multi-stakeholder buying, and complex deal dynamics
Proven ability to balance and lead GTM strategy for both new-logo growth and installed-base expansion through adoption and customer success
High ownership; strong cross-functional leadership and ability to influence without formal authority
High familiarity with Aerospace & Defense and/or complex manufacturing environments including common personas, buying dynamics, compliance/quality realities, and the operational pains of regulated, high-mix, high-complexity production and sustainment environments
Bachelor's degree required (MBA a plus)
10–15+ years in enterprise B2B product marketing and/or adjacent GTM roles (Solutions Consulting/SE leadership, GTM strategy) with demonstrated ownership of competitive and enablement outcomes
Experience supporting platform or suite selling in complex enterprise environments
Experience partnering with Customer Success and Sales leadership on adoption, value realization, and expansion strategies within enterprise accounts
Preferred
Experience leading cross-functional pricing discussions strongly preferred
Experience standing up a proof engine (outcomes/proof points/references) preferred
Company
iBase-t
Headquartered in Lake Forest, California, iBase-t simplifies Aerospace & Defense manufacturing.
201-500 employees
Funding
Current Stage
Growth StageLeadership Team
Naveen Poonian
President and CEO
Michel Gadbois
Senior Vice-President, Chief Enterprise Architect
Recent News
2025-04-10
Company data provided by crunchbase