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About the Role
Alternative Payments is seeking a Senior Product Marketing Manager to establish and lead the product marketing function. This role is crucial for defining target audiences, shaping value communication, and aligning go-to-market strategies across Product, Sales, and Marketing as the company expands into new product areas.
Responsibilities
- Own and evolve ICPs, buyer personas, and buyer journeys.
- Develop clear, differentiated positioning and messaging.
- Partner with Product to influence roadmap and go-to-market priorities.
- Own the product launch roadmap and go-to-market strategy.
- Build and maintain the competitive intelligence program.
- Analyze sales calls, pipeline performance, win/loss data, and customer feedback.
- Conduct customer, prospect, and Sales interviews.
- Translate research into practical resources for GTM teams.
- Shape the story behind product-led campaigns and launch moments.
- Lead working sessions and build alignment across departments.
- Establish processes, workplans, and measures of success for product marketing impact.
- Utilize AI and emerging tools to accelerate research and synthesize insights.
Requirements
- 5+ years of B2B SaaS product marketing experience with ownership of positioning, messaging, buyer research, and go-to-market strategy.
- Experience independently leading product launches from planning through market execution.
- Strong understanding of product marketing fundamentals and ability to build programs without an established playbook.
- Strong qualitative and quantitative research skills, including customer interviews, sales-call analysis, win/loss data, segmentation, and competitive intelligence.
- Track record of turning customer and market insight into differentiated positioning and messaging.
- Evidence of influencing commercial outcomes such as product adoption, win rates, cross-sell, upsell, or market entry.
- Strong cross-functional leadership skills and ability to influence senior stakeholders.
- Ability to move between strategic thinking and hands-on execution.
- Curiosity and a "detective" mindset for understanding customers and sellers.
- Comfort working through ambiguity, setting priorities, and creating structure in a fast-moving environment.
- AI literacy and interest in using new tools for research and analysis.
- Strong written, verbal, and presentation skills.
- Experience in MSP, FinTech, payments, startup, or scale-up environments (Nice to Have).
- Familiarity with Jobs to be Done, Bowtie, and PLG frameworks (Nice to Have).
Skills
- Product Marketing
- Positioning
- Messaging
- Buyer Research
- Go-to-Market Strategy
- Product Launches
- Competitive Intelligence
- Market Research
- Sales Enablement
- Cross-functional Leadership
- Strategic Thinking
- Hands-on Execution
- AI Literacy
- Written Communication
- Verbal Communication
- Presentation Skills
- Jobs to be Done (Nice to Have)
- Bowtie Framework (Nice to Have)
- PLG Frameworks (Nice to Have)
Location
- Canada
- Downtown Toronto (Queen W + Spadina)
Work Type
- Hybrid
- Full-time
Experience Level
- Senior
- 5+ years
Salary/Compensations
- $120K–$140K base
- 10% variable
- ~$130K–$155K OTE
Benefits
- Equity opportunities
- Unlimited PTO
- Yearly learning & development stipend
About the Company
- Alternative Payments is building the financial operating system for SMBs, consolidating disconnected tech stacks.
- The company is expanding into accounts payable, AI-powered analytics, and beyond.
- They are at an inflection point, closing the loop on money movement and laying the foundation for a platform that will reshape how service businesses operate financially.
- Alternative Payments is growing fast, thinking big, and building a global team.
- They believe the best solutions come from diverse perspectives, deep collaboration, and a shared obsession with customer impact.
- The company values Transparency & Honesty, Resourcefulness & AI, Partnership, Revolutionary & Boldness, and Accountability.
Equal Opportunity
- We’re looking for candidates who are ready to step in and make an impact from day one.
- If you’re excited about the role, bring relevant experience, and are ready to contribute, we want to hear from you!
- All resumes are reviewed by our small but mighty talent team.
- While we may use AI tools to help prioritize applications, real people are behind every resume review and hiring decision.
- We’re also committed to an inclusive and accessible process.
- If you need any accommodations during your application or interview experience, please let us know — we’re happy to help.