Product Marketing Specialist

Liferaft is looking for a highly skilled and visionary Product Marketing Specialist to be at the helm of shaping the market perception and growth of Liferaft product(s). This role will be hybrid in Halifax, NS, or fully remote working from Toronto, Ontario. 

Reporting to the Product Marketing Manager, you will be responsible for crafting and executing go-to-market strategies, positioning our products to stand out in a competitive market, and driving adoption across our target audience. This role combines brand management and strategic thinking with hands-on execution—working closely with product, sales, and marketing teams to ensure our OSINT solutions are communicated clearly and effectively to meet customer needs and drive business success.

What you do as the Product Marketing Specialist at Liferaft

● Help drive revenue for new and existing product offerings with customers

● Develop and communicate high-impact go-to-market (GTM) strategies for new products and releases

● Enhance product definition and positioning using customer, competitor, market, and product analysis

● Communicate the vision and benefits of new product releases to sales teams and develop sales tools and assets to enhance the sales process

● Consult with customers in partnership with Product Management, Sales, and CX to explore product and market opportunities

● Create stand-out product positioning, messaging, and strategies that differentiate Navigator in the marketplace as the platform continues to evolve/expand

● Create client-facing sales tools to drive product adoption

● Act as the product messaging expert for internal and external audiences

● Partner with the Go to Market leadership team to develop strategies that successfully bring new features to market, determining appropriate marketing and sales channels

● Contribute to the overall marketing strategy and supporting campaign initiatives

Product Positioning and Messaging:

• Define and articulate the unique value proposition of the product.
• Create compelling messaging that resonates with target audiences.

Go-to-Market Planning:

• Develop go-to-market plans for new product launch.
• Coordinate with cross-functional teams (sales, marketing, product development) to ensure a successful internal and external launch.

Brand Consistency:

• Ensure consistency in new product messaging and visual identity across all channels and touchpoints.

Customer Insights and Feedback:

• Gather and analyze customer feedback to inform product improvements and marketing strategies

Marketing Campaign Management:

• Partner with Marketing to plan and execute marketing campaigns to promote the new product/capabilities and drive customer acquisition and retention.
• Monitor and analyze campaign performance to optimize results.

Competitive Analysis:

• Monitor competitors’ activities and strategies in the space
• Develop counter-strategies to maintain a competitive edge in the market.
• Update the revenue team on competitor movement and ensure they have access to the necessary resources.

Sales Enablement:

• Work closely with the Revenue team to provide them with the necessary tools and information to sell the product effectively.
• Work with the Revenue team to identify “best-fit” customers to upsell 
• Develop sales enablement materials, including product brochures, presentations, and case studies.

Performance Metrics and Reporting:

• Define key performance indicators (KPIs) for product success.
• Track and report on product performance, revenue, customer adoption, usage, and customer satisfaction.
• Manage Liferaft’s NPS program and report results and associated improvement recommendations.

What You Need to Get the Job Done

• 2-5 years combined experience in a product marketing role
• Undergraduate Degree in Marketing, Business or related field preferred
• Experience in tech product marketing and sales strategy; B2B SaaS experience required
• Experience with Cyber and/or physical security technologies is considered an asset
• A curious nature with an interest in technology and an analytical mindset
• Excellent writing and communication skills
• Ability to influence teams and customers
• Ability to work collaboratively with sales, marketing, customer service and product teams to meet customer needs
• Track record of simultaneously managing multiple projects with different contributors/stakeholders
• Ability to turn technical information into value-driven messaging
• Presentation skills and the ability to explain GTM strategies to other teams in the organization
• Proficient in Google Suite.
• Experience with the following systems are a plus: Seismic, Crayon, Pendo, Hubspot, and Gong

Why Liferaft?

We pride ourselves on our innovative spirit and determination to help solve new challenges developed by the complexities of open source data. Liferaft provides a threat intelligence and investigations platform to corporate security teams around the world, including some of the biggest brands you've probably referenced today! Liferaft is designed to identify, track, and validate issues from open source channels (surface, Deep web, and Dark web) related to executive safety, fraud prevention, and asset & infrastructure protection. Our technology is helping keep these companies, their people, and their operations safe – making a real impact in the world we all live in.

The diversity of our team is integral to our success. We are a team of passionate and supportive individuals and pride ourselves in fostering a collaborative, innovative, and fun culture.

We offer our team:

• Competitive compensation plan & benefits
• Investment in personal and professional growth
• Remote work/office space with flexible hours
• Flexible time off – Take a minimum of 15 days/year with no cap beyond!
• $750 Yearly Lifestyle Subsidy
• Diversity & Inclusion Committee
• Authentic, engaged team, that values work-life balance

We’re building a company future generations can be proud of. Diversity at Liferaft means fostering a workplace in which individual differences are recognized, appreciated, respected and responded to in ways that fully develop and utilize each person's talents and strengths. We welcome all qualified applicants regardless of race, national or ethnic origin, colour, religion, age, sex, sexual orientation, gender identity or expression, marital status, family status, genetic characteristics, disability, or any other protected characteristic.