Product Marketing Lead

About this role

Product Marketing at Faire is a strategic function embedded across the product lifecycle. PMMs partner closely with Product, Design, Marketing, and Revenue to shape programs from the ground up, develop positioning and messaging, lead GTM strategy, and drive awareness and adoption. We have PMMs focused on each side of the marketplace: the brands who sell on Faire, and the retailers who buy from them.

We're looking for a senior product marketer we'd trust with any area we prioritize. You'll be the marketing owner for your product area: you set the GTM strategy, make the calls, and deliver it, working as a peer with a senior cross-functional and executive team. You find new opportunities rather than waiting to be handed them, bring approaches we haven't tried, make complex products feel simple, and influence how the product itself evolves. You move comfortably between strategy and execution, at pace, and your scope will grow and shift over time with the business's biggest needs.

Set direction and own the area

• Find new opportunities in your area and lead them from concept through implementation. Set the strategy rather than executing someone else's brief.
• Own end-to-end GTM for your area, from positioning through launch and adoption, and influence the long-term GTM direction with cross-functional leaders.
• Introduce approaches not yet tried at Faire to solve open-ended problems, and influence how decisions get made across cross-functional teams.

Positioning and narrative

• Develop deep customer understanding and translate it into clear, compelling positioning
• Make Faire feel simple to customers. Cut jargon, kill messaging that doesn't matter, and push back on product complexity that won't land.
• Build positioning from scratch and reposition existing products so they land with new or shifting audiences.
• Develop messaging narratives and personas that connect multiple products into one coherent story, driving long-term engagement and retention rather than one-off launch messaging.

GTM and adoption

• Guide cross-functional GTM teams to operationalize complex, multi-channel campaigns, sequencing customer engagement and education to drive behavior change at the right moments.
• Drive adoption through the right motion for your area, whether sales-assisted or lifecycle-driven: equip sales teams to pitch and close, and build lifecycle and CRM comms that move customers from awareness to adoption to retention.
• Ship to learn: Make directionally right calls with ~70% of the information, put things in market, and iterate fast rather than waiting for perfect.
• Coordinate enablement across Revenue, CX, Lifecycle, and other partners to bring GTM plans to life.

Influence, measurement, and craft

• Shape product roadmaps and program design upstream through customer insight, acting as a customer-centric thought partner to Product, Design, Legal, and other stakeholders.
• Communicate with clarity and credibility at the executive level, and use narratives, positioning docs, data, and insights to align senior stakeholders behind a direction.
• Build the business case and establish clear ROI for your GTM bets, including post-mortems and optimizations, and uplevel project-level goals into a customer-level north star that connects back to business goals.
• Use AI tools to sharpen and accelerate your work, and leverage AI to elevate PMM craft at Faire.
• Raise the craft bar on the team. Give direct feedback, mentor other PMMs, and contribute to hiring and how the team operates.

Qualifications

Required

• 10+ years in product marketing or closely related GTM roles, including 6+ in core PMM, owning the GTM strategy for a product area end to end, setting direction, finding opportunities others haven't named, and leading them from concept through outcomes.
• Builds positioning from scratch, repositions existing products, and holds a coherent narrative across multiple launches rather than siloed product stories.
• Experience driving adoption through a sales-assisted or lifecycle-driven motion: enabling sales teams to pitch and close, and/or building lifecycle and CRM comms.
• Sets measurable GTM goals, architects incrementality and A/B testing with analytics partners, and builds the business case and ROI for the work. Fluent in the metrics that move the business.
• A bias to action and fast iteration: ships to learn, sets their own deadlines and beats them, and stays flexible as new information comes in.
• Experience influencing product roadmaps and program design upstream, not just executing at launch.
• Communicates and aligns senior stakeholders at the executive level.
• Experience conducting or directing customer research and translating findings into positioning and strategy.
• Experience building thematic campaigns across product areas, not just siloed launches.
• Actively experiments with and adopts AI tools to sharpen and accelerate their work, and helps the team find real ways to use AI in PMM craft.

Nice to have

• Background in STEM, management consulting, finance, or other quantitative fields.
• Experience in high-growth or scaling environments where PMM infrastructure was still being built.
• Experience marketing complex or highly technical products where customer trust and education are central to adoption.
• Familiarity with how independent retailers or small business owners make decisions and what earns their trust.
• Two-sided marketplace background, where brand and buyer motions are distinct but interdependent.

San Francisco: The pay range for this role is $180,000 - $247,500 per year. 

This role will also be eligible for equity and benefits. Actual base pay will be determined based on permissible factors, including transferable skills, work experience, market demand, and primary work location. The base pay range provided is subject to change and may be modified in the future.