ASI is the largest global provider of technology B2B services for the $27.7 billion promotional products industry (branding and marketing). With 25,000 clients in 53 countries, our mission is to inspire, inform, and empower our clients’ success every step of the way.
ASI currently has a hybrid work model. This position requires in-person attendance at our office on Tuesdays and Wednesdays.
ASI is seeking a strategic, customer-focused Senior Product Marketing Manager to help support the bridge between our customers, Product and Engineering teams, and the teams responsible for bringing our products to market. This role will develop deep expertise across ASI’s product ecosystem, with particular focus on ESP+ and the workflows used by our distributor and supplier customers. The ideal candidate combines strong product marketing expertise with technical curiosity and a deep understanding of customer needs, using those insights to influence product strategy, shape roadmap priorities, develop differentiated positioning, and lead go-to-market strategy for new products and features. Reporting to the Vice President, Customer Experience & Marketing, this individual will work closely with Product, Engineering, Sales, Marketing, Customer Success, and Customer Experience throughout the product lifecycle.
The salary range for this position is $100,000 - $110,000. Individual pay within the range will be based on role-related experience, education, skills, and qualifications.
Responsibilities:
- Develop deep product expertise across ESP+, Websites, Stores, and other ASI technology, while understanding customer workflows, needs, and use cases.
- Conduct customer and market research through interviews, usage data, win/loss analysis, surveys, and cross-functional feedback to identify opportunities and inform product strategy.
- Partner with Product and Engineering throughout the product lifecycle to identify customer needs, feature gaps, market opportunities, and roadmap priorities.
- Define customer segments, ICPs, personas, jobs-to-be-done, positioning, messaging, value propositions, and differentiated product narratives.
- Lead competitive and market intelligence efforts, developing competitive insights, battlecards, objection handling, and other tools that strengthen ASI’s market differentiation.
- Own go-to-market strategy for major product launches, feature releases, and strategic initiatives, including audiences, positioning, messaging, adoption strategy, channels, and success measures.
- Establish scalable launch processes and partner with Product, Sales, Marketing, Customer Success, and CX to translate GTM strategy into coordinated execution.
- Measure launch performance, adoption, and customer response, using insights to improve future launches, messaging, and product strategy.
- Equip Sales, Sales Enablement, and Customer Success with product knowledge and enablement tools, including demos, pitch materials, FAQs, talk tracks, competitive guidance, and launch training.
- Serve as a trusted product expert and advocate for the customer, translating complex technical capabilities into clear business value for internal and external audiences.
- Partner cross-functionally to increase awareness, adoption, and utilization of high-value product capabilities and influence decisions without direct authority.
Qualifications:
- 4+ years of product marketing experience, preferably in B2B SaaS, software platforms, marketplaces, or another technology-driven environment.
- Experience partnering directly with Product Management and Engineering throughout the product development lifecycle.
- Strong technical fluency and curiosity, with the ability to quickly understand complex software, workflows, integrations, APIs, data relationships, and AI-enabled capabilities.
- Experience conducting customer research and translating customer, product, competitive, and market insights into product strategy.
- Strong experience with ICPs, personas, jobs-to-be-done, positioning, messaging, value propositions, and competitive differentiation.
- Proven experience owning GTM strategy for new products and major feature releases from discovery through launch, adoption, and measurement.
- Experience creating sales and customer enablement materials, including product demonstrations, pitch narratives, battlecards, competitive materials, and launch training.
- Strong analytical, written, and verbal communication skills.
- Demonstrated ability to influence Product, Engineering, Sales, Marketing, Customer Success, and executive stakeholders without direct authority.
- High degree of ownership, curiosity, and product intuition.
- Product-led or hybrid product-led/sales-led SaaS experience preferred.
- Bachelor’s degree in Marketing, Business, Communications, or a related field preferred.
Key Skills & Attributes:
- Strategic and customer-focused thinker who connects product capabilities, customer needs, and market opportunities.
- Technically curious with the ability to simplify complex concepts without losing important detail.
- Strong communicator, collaborator, and relationship builder.
- Analytical, organized, and comfortable managing multiple priorities.
- Proactive, resourceful, and solutions-oriented.
- Strong ownership mindset with a focus on measurable outcomes.
- Comfortable using modern AI tools to accelerate research, analysis, synthesis, and product marketing workflows.
ASI offers full-time employees a comprehensive benefits package including:
- Medical, Dental, and Vision coverage, available on day one of employment.
- Paid maternity and paternity/bonding leave (12 weeks paid for birthing/primary parent and 4 weeks paid for secondary parent) and a parent support group.
- 12 weeks of paid daycare for new parents (14 weeks at our onsite daycare center, Lots of Love).
- Free Health and Wellness programs.
- Free 24/7 access to Magellan Employee Assistance Program and Teladoc.
- Day one 401(k) with company match.
- Paid holidays, floating days, and paid time off (PTO).
- Office amenities with onsite café, Starbucks, 24/7 free gym access and classes, onsite daycare, EV charging stations, creative spaces such as our community garden club, music room, art room, and relaxation space.
Take this opportunity to join our successful team! Apply today! EOE m/f/d/v. ASI is an equal opportunity employer, regardless of race, color, religion, sex, sexual orientation, gender identity, national origin, age, disability, or Veteran status. Diversity makes us better. Check out ASI’s Diversity and Inclusion Blog Posts.
Visit our company career web site at www.asicareers.com.
Skills Required
- 4+ years of product marketing experience, preferably in B2B SaaS, software platforms, marketplaces, or technology-driven environments
- Experience partnering directly with Product Management and Engineering throughout the product development lifecycle
- Strong technical fluency and ability to understand software, workflows, integrations, APIs, data relationships, and AI-enabled capabilities
- Experience conducting customer research and translating customer, product, competitive, and market insights into product strategy
- Experience with ICPs, personas, jobs-to-be-done, positioning, messaging, value propositions, and competitive differentiation
- Experience owning go-to-market strategy for new products and major feature releases from discovery through launch, adoption, and measurement
- Experience creating sales and customer enablement materials, including product demonstrations, pitch narratives, battlecards, competitive materials, and launch training
- Strong analytical, written, and verbal communication skills
- Ability to influence Product, Engineering, Sales, Marketing, Customer Success, and executive stakeholders without direct authority
- High degree of ownership, curiosity, and product intuition
- Product-led or hybrid product-led/sales-led SaaS experience
- Bachelor's degree in Marketing, Business, Communications, or a related field
What We Do
The Advertising Specialty Institute (ASI) is the largest media, marketing and education organization serving the promotional products industry. ASI connects suppliers and distributors through ASI’s robust industry-leading network, which boasts over 25,000 supplier and distributor members. ASI members have access to the world's most powerful promotional product network, ESP, where three out of every four promotional product searches occur. ASI is fully committed and dedicated to providing members with cutting edge interactive tools, member support, trade shows, educational information and resources that improve business efficiency, drive traffic and win sales. What is ASI’s mission? ASI bridges suppliers and distributors by providing catalogs, information directories, newsletters, magazines, websites, databases, interactive e-commerce, and robust marketing and selling tools. What are advertising specialties? Advertising specialties, also known as promotional products, are practical, entertaining or decorative products like mugs and tee shirts often imprinted with an advertiser’s name, logo, slogan or message and given away. These products are often kept by recipients for months, offering great exposure for the advertiser’s message. Featured Products: ESP Web: Source and order every promotional product in the industry from 3,500+ suppliers with ESP Web. ESP Websites: A user-friendly e-commerce enabled website solution. Choose from 100s of designs. Requires no design experience needed. Catalogs: Give clients new ideas and ways of using promo products and stay one step ahead of competitors. Magazines: ASI offers a wide range of award-winning publications to help keep your finger on the pulse of the industry. Show Booths: Display your products in front of thousands of industry distributors at three strategically timed ASI shows.
