Principal Product Marketing Manager

You'll own the narratives that shape how Intercom wins in market: the stories the field uses in customer conversations, the narratives that power our campaigns, and the competitive strategy that helps us take and defend ground.

This is a senior IC role. You drive impact through the quality of your thinking and your ability to move sales, enablement, and campaigns to execute with confidence.

Responsibilities

Field and campaign narratives

• Own the narratives the field uses in market: purpose-built for how buyers evaluate and buy, not a watered-down message doc
• Co-create campaign approaches with Integrated Marketing and Campaigns: you own the messaging and narrative, they own channel strategy and execution
• Partner with Sales Enablement to raise the bar on how the field sells our product and platform, from launch narrative through to role-specific assets and training
• Identify gaps in field knowledge and confidence through data, call reviews, and rep conversations, and find ways to close them

Sales plays and commercial growth

• Work with GTM strategy and commercial teams to identify growth opportunities: cross-sell, upsell, new places to sell existing products: and co-define play strategy grounded in white space analysis and buyer insight
• Own the messaging for each play; work with GTM Programs, Campaigns, and Enablement to develop the content and assets that bring it to life
• Test whether messaging is working - through field feedback, conversion signals, and rep confidence - and iterate quickly

Solutions and persona messaging

• Build solutions-level messaging that goes beyond individual products to articulate the broader value of Intercom when capabilities work together
• Own how we navigate multiple buyer personas - ensuring each has a narrative that speaks to their priorities without fragmenting the overall message
• Create frameworks that give reps a sharper way into multi-stakeholder deals, flexing across personas without losing the platform story

White space and competitive strategy

• Continuously identify where we're winning and where there's untapped opportunity - build the positioning, narrative, and campaigns to shape those opportunities
• Work with Research and GTM teams to run a sustainable competitive intelligence program - tracking moves, updating positioning, and keeping the field current without creating noise
• Operationalise competitive strategy so the field can act on it: battle cards, competitive plays, and objection handling
• Synthesise win/loss data, customer interviews, and market signals into strategic recommendations that feed back into product and ICP decisions

What we're looking for

You've done this before

• 7+ years in product marketing, solutions marketing, or competitive intelligence at a B2B SaaS company
• You've owned competitive strategy end-to-end - not just battle cards, but how a company positions itself against a moving market
• You've built field and campaign narratives that landed and can speak to what worked, what didn't, and why
• You've operated where product ships faster than messaging can keep up, and found a way to move at that pace without losing quality

You think and write with precision

• Strong editorial judgment - you know the difference between sharp positioning and marketing language that means nothing
• You can write for a VP of CX and a sales rep in the same week and know exactly how the message needs to shift
• You push back on vague claims and force specificity - in your own work and in others'

You operate at the intersection of strategy and execution

• You don't hand off strategy, you take it all the way to execution
• Comfortable in a room with sales leadership discussing why we're losing deals, and equally comfortable writing the battle card that fixes it
• A systems thinker - you build frameworks others can use, not just one-off assets

You understand AI and technical products

• You understand and are keen to learn about the technical differentiation of AI across the stack - model, app and infrastructure layers
• You have a POV on where the AI customer service market is going, not just where it is
• You use AI tools fluently in your own work

Attributes we’re looking for

• Ambitious & Competitive - You want to have a very successful career. You think big, set a high bar for yourself, and want to win. You’ll always go the extra mile to do what it takes.
• Confident & Decisive - You back yourself and your team. You’re willing to be wrong, you don’t seek approval, and you optimize for progress over consensus. You ask for forgiveness, not permission. You value momentum and believe shipping beats perfect planning.
• Curious & Intellectually Engaged - You’re always learning, reading, experimenting, and asking why things are the way they are. You use your full brain power to keep up with AI’s pace, constantly exploring new tools and ideas to improve how we work.
• Delivers Great Work & Works Hard - You reliably ship. You make every day count and don’t like days when nothing was made, built, or shipped. You find meaning in work and put in the effort required to win, especially in a time when competitors are working just as hard.
• Technical & Internet-Native - You live in the medium you build. You love technology, try new products, and understand how digital culture works, what resonates, and what feels dated. You can’t be successful with a technology you don’t personally use and understand.
• Tasteful & Creative - You understand the zeitgeist and what connects emotionally with people. You draw inspiration from design, art, and culture to create ideas that resonate deeply.
• Impatient & Change-Oriented - You hate when things move slowly and work to fix the root causes. You thrive in ambiguity and love leading people through transformation. You’re here to build something new and better, fast.

Skills we’re looking for

• Communication (Especially Writing) - You're excellent at communicating ideas clearly. You write crisp briefs, synthesis memos, and updates that drive alignment. You know when to write and when to talk.
• Creativity - You come up with new ideas and new ways of doing things. You see connections others miss. You're not constrained by how things worked before.
• Critical Thinking - You reason from first principles. You don't accept "that's how it's always been done." You question assumptions and find better ways forward.
• Research - You can do research to understand customers, stakeholders, and what they need, think, and do. You apply the same research mindset to internal customers-what does a sales rep need? What blockers does a Marketing Generalist face?
• Collaboration - You work well across functions. You build trust quickly. You make other people better and more effective.
• Relationship