Director, Product Marketing (Gym Segment)

Join ABC Fitness and become part of a culture that’s as ambitious as it is authentic. Let’s transform the future of fitness—together!

Our Values

Best Life

We believe great work begins with great people. That’s why our culture is built on respect, trust, and belonging. We create an inclusive environment where every team member can bring their authentic self to work—because diverse perspectives drive innovation and meaningful impact.

Growth Mindset

We are doers, thinkers, and dreamers. At ABC Fitness, your growth is our investment. Through continuous learning, mentorship, and professional development opportunities, we empower you to reach new heights—personally and professionally.

One Team

From day one, you’ll be part of a team that collaborates, celebrates, and cares. We move fast, support one another, and have fun along the way. Because when you thrive, we all thrive.

What You’ll Do

• Own Ignite’s Positioning and Message Architecture
• Define and maintain Ignite’s core positioning—the foundation from which all messaging, launch work, and sales enablement flows. This means making clear choices about what Ignite is for, who it’s for, and why it wins, not just describing features.
• Develop segment- and persona-based messaging for SMB and MML buyers and customers, and ensure that messaging is actually used—not just documented.
• Translate product complexity into differentiated value propositions that Sales can use, prospects can understand, and customers find credible.

Lead Go-to-Market for Ignite Launches

• Build and lead a tiered launch process that allows Ignite to move fast on minor releases and bring full organizational readiness to high-impact ones.
• Own launch readiness across Product, Sales, CS, and Onboarding—not just asset delivery, but genuine cross-functional preparedness.
• Set and hold the quality bar for launch communications, internal enablement, and customer-facing content.

Drive Customer Adoption and Lifecycle Outcomes

• Establish a customer communications rhythm tied to roadmap milestones and customer needs, including product updates, adoption content, and best-practice education.
• Collaborate with CS and Onboarding to develop messaging and content that accelerates adoption, deepens product usage, and reduces churn risk.
• Use customer insight, usage data, and win-loss signals to understand where the product story is landing and where it isn’t.

Build Competitive Intelligence Into the Fabric of GTM

• Develop and maintain a competitive intelligence capability that is systematic, not reactive—giving Sales, Product, and leadership an ongoing picture of where Ignite wins, where it doesn’t, and why.
• Translate competitive insight into positioning adjustments, battlecard updates, and Product input that influences roadmap prioritization.
• Ensure the field is never caught flat-footed by a competitor move.

Be a Strategic Partner to Product

• Bring customer, market, and competitive context into roadmap discussions with enough rigor and specificity to influence prioritization—not just observe it.
• Represent market reality, not just internal alignment needs. Productive tension with Product is a feature, not a bug.
• Build the kind of PMM-Product relationship where product decisions are made with market consequences in mind from the start.

Develop the Ignite PMM Team

• Lead as a player-coach: set a high standard for the quality of thinking and output, and raise the team toward it—not just by reviewing work, but by modeling it.
• Create clarity on what excellent product marketing looks like in this context, and hold that line consistently.
• Help define the future state of the Ignite PMM team as the business evolves.

What Success Looks Like in 12 Months

Success is measured by outcomes, not activity. The right leader will be judged on whether the business is better positioned, better enabled, and winning more as a result of their work—not on the volume of assets produced.

• Ignite has a clearly articulated, differentiated positioning and message architecture that Sales actually uses, demand gen reflects, and customers recognize.
• Launch quality has improved measurably—internal teams are better prepared, communications are more consistent, and launch readiness is no longer a reactive exercise.
• Ignite has an embedded competitive intelligence capability that informs Product, Sales, and GTM decisions on an ongoing basis.
• PMM has a visible, credible seat at the Product table—contributing to roadmap discussions with market and customer insight that influences decisions, not just documenting them after the fact.
• Customer adoption and lifecycle communications have improved in ways that show up in engagement, retention, and CS team confidence.
• The Ignite PMM team is operating at a higher level of strategic clarity and execution quality than it was at hire.

What You’ll Need

• 12+ years of B2B SaaS product marketing experience, with meaningful ownership of positioning and go-to-market strategy for complex products or multi-audience platforms.
• Demonstrated ability to build positioning from the ground up—not just refresh or extend existing narratives, but construct the foundational market logic that everything else flows from.
• Experience in SLG environments where Sales is a primary GTM motion and PMM’s relationship with Sales and CS is a critical success factor.
• A track record of building credible, influential relationships with Product leadership—not just alignment, but genuine strategic partnership.
• Strong competitive intelligence instincts: ability to synthesize market signals into actionable positioning and enablement, not just produce competitive teardowns.
• People leadership experience with a clear point of view on what excellent PMM looks like and the coaching ability to bring a team toward it.
• High standards for written communication and executive storytelling; able to simplify complex product concepts into narratives that actually move people.
• Fluency with AI as a thinking and research accelerator—not just a content production tool. Ability to use AI to pressure-test positioning, synthesize market signals, and move faster without sacrificing quality of thought.
• Analytical mindset: comfortable with GTM performance data, customer insight, and win-loss analysis, and able to use that information to make better strategic decisions.
• Ability to operate as both a strategic leader and a hands-on builder in an environment that requires both at the same time.

Why This Role Matters

Ignite is where ABC Fitness competes hardest and where the quality of product marketing has the most direct impact on revenue outcomes. The right leader won’t just improve our launches—they will make Ignite harder to beat in market, more confident in how it shows up to buyers, and clearer in the value it delivers to customers.

This is a role for someone who believes positioning is strategy, who earns influence by doing excellent work, and who wants to build something durable.

Please note that the salary information shown below is a general guideline only and based on employees in the United States and may be different in other countries. Salaries are based upon candidate experience, qualifications, and location, as well as market and business considerations. Our pay range for U.S. based candidates for this position is $155,200 - $170,100 USD annually. Your recruiter can share more about the specific salary range for the job location during the hiring process. Also, certain positions are eligible for additional forms of compensation such as bonuses and commissions. 

WHAT’S IN IT FOR YOU:

• Purpose led company with a Values focused culture – Best Life, One Team, Growth Mindset

• Time Off – with our open PTO policy, we offer flexibility in how and when you take PTO!

• Days of Disconnect – once a quarter, we take a collective breather and enjoy a day off together around the globe. #oneteam

• Parental & Pawternity Leave – we offer leave for when your family grows by two feet or four paws!

• Best Life Perk – we are committed to meeting you wherever you are in your fitness journey with a quarterly reimbursement

• Medical/Dental/Vision coverage

• EAP – we get you help when you need it. Period.

• Premium Calm App – enjoy tranquility with a Calm App subscription for you and up to 4 dependents over the age of 16

• And more! – so many benefits we couldn’t even fit them all here!

At ABC Fitness, we don’t just build technology—we build communities and transform lives. Your work matters here, your growth is supported, and your voice is heard. We welcome diverse talent and encourage you to apply, even if you don’t meet every requirement.

ABC’S COMMITMENT TO DIVERSITY, EQUALITY, BELONGING AND INCLUSION: 

ABC is an equal opportunity employer committed to diversity, equity, and inclusion. We strive to create a workplace where every employee, client, and partner feels valued, inspired, and empowered to reach their full potential. For us, inclusion isn’t just the right thing to do—it’s a business imperative. Learn more at abcfitness.com

About ABC Fitness

ABC Fitness is the #1 software provider for fitness businesses of any size, all around the world. Supporting 30K clubs, 650K coaches, 40M members, and processing more than $12B in payments every year, ABC Fitness provides scalable, data-driven solutions to simplify club management and engage members and clients.

From personal trainers, boutique studios, and gyms, to international franchise health clubs, ABC Fitness will move your business forward through technology and industry insights. Innovation is at the center of everything we do, across ABC Glofox, ABC Ignite, ABC Trainerize, and ABC Evo. Let's make your fitness vision a seamless reality, together. Learn more at abcfitness.com

#LI-REMOTE