Product Marketing Lead, US Food

Company Description
Since we opened our doors in 2009, the world of commerce has evolved immensely, and so has Square. After enabling anyone to take payments and never miss a sale, we saw sellers stymied by disparate, outmoded products and tools that wouldn't work together.
So we expanded into software and started building integrated, omnichannel solutions - to help sellers sell online, manage inventory, offer buy now, pay later functionality through Afterpay, book appointments, engage loyal buyers, and hire and pay staff. Across it all, we've embedded financial services tools at the point of sale, so merchants can access a business loan and manage their cash flow in one place. Afterpay furthers our goal to provide omnichannel tools that unlock meaningful value and growth, enabling sellers to capture the next generation shopper, increase order sizes, and compete at a larger scale.
Today, we are a partner to sellers of all sizes - large, enterprise-scale businesses with complex operations, sellers just starting, as well as merchants who began selling with Square and have grown larger over time. As our sellers grow, so do our solutions. There is a massive opportunity in front of us. We're building a significant, meaningful, and lasting business, and we are helping sellers worldwide do the same.
Job Description
The Food & Beverage (F&B) Audience Product Marketing Lead is responsible for driving audience revenue growth for Square through acquisition, cross-sell, retention, and winback. You will deeply understand the needs and experiences of US F&B sellers, and use this expertise to partner closely with the F&B Audience Product Lead to define our GTM strategy for the F&B Audience, including identifying opportunities, ensuring ongoing PMF, setting KPIs and monitor success, and iterating to optimize results. You will manage a team of 15+ Product, Growth, and Sales Enablement PMMs to execute on the strategy, and will manage relationships with leads across all cross-functional partners such as Marketing, Sales, Partnerships, Analytics, and Finance & Strategy. The scope of this role is the US market, and the role requires US residency. In this role, you will report to Square's Product & Audience Marketing Lead.
In this role, you will:

• Apply your F&B industry expertise to define and iterate on an F&B audience GTM strategy:
• Understand and segment our F&B audience: Use research and analysis to assess product-market fit for the seller segments we serve, and clearly articulate the ICP for the key segments: attributes, "jobs to be done", priorities and decision-making process, key moments, etc. Analyze segment addressable market and regional characteristics to size opportunities.
• Future product portfolio: Lay out gaps that exist in our product portfolio today, and form a sharp perspective on how we should prioritize product and feature development efforts to best differentiate from competitors. Partner closely with the Product Lead to size new opportunities and scope new products/features, and think through build vs. partner strategy.
• Competitive analysis, pricing, packaging, and positioning: Analyze competition and determine key points of differentiation, and define how we price, package, and present our product portfolio to maximize growth.
• Channel strategy: Partner with Channel teams to Identify which channels we should leverage to take our product solutions to market and to optimize the investment mix across those channels
• Gain alignment: Ensure senior GTM stakeholders across Square are aligned with the strategy.
• Partner with and influence cross-functional teams to implement the GTM strategy, and mentor your team to influence cross-functional partners:
• Acquisition channels: Partner with channel leads to generate and nurture Sales leads, form strategic partnerships, as well as to optimize our marketing and self-onboard motion. Enable the Sales and Partnerships teams with product and audience expertise required to effectively close deals, and collect feedback from customer-facing teams to incorporate into GTM approach.
• Customer engagement and retention: Ensure we support and engage our sellers so they continue using Square and become vocal advocates and promoters for our products to other sellers. Partner with Product team on GTM for reliability improvements.
• Ongoing iteration and improvement in our GTM motion: Test, track success, and iterate on the strategy to achieve aggressive growth goals.
• Own the audience acquisition revenue goal, monitor and report on progress, update the GTM tactics accordingly, and manage senior stakeholders: Closely monitor performance to detect trends and adjust tactics. Effectively engage senior stakeholders across the company, keeping them informed about performance and quickly escalating and unblocking any challenges.

Qualifications

• 15+ years total experience, with 10+ years of progressive experience in Product Marketing, growth strategy and/or revenue generating leadership roles (Sales, Marketing, Partnerships, etc)
• Several years experience in a strategic leadership role driving B2B Sales and Partnership Enablement.
• Strong analytical and strategic planning skills, with expertise developing and executing growth-driving, full-funnel GTM strategies with a start-up mentality.
• Ability to influence decisions among cross-functional leaders, and to build strong relationships and gain alignment with large groups of stakeholders from all levels of the organization using quantitative and qualitative tactics. Willingness to escalate and relentlessly surface issues until you reach acceptable resolution, while maintaining strong relationships along the way.
• A passion for the food and beverage industry, and experience working with (and ideally also in) F&B businesses to understand needs and pain points.
• Demonstrated leadership ability, with a track record of building and managing strategic, high-performing teams. Proven track record of leading a team (10+ individuals) to generate revenue growth and exceed targets.
• Excellent verbal and written communication and interpersonal skills.
• Ability to thrive in a fast-paced, dynamic environment and adapt to changing priorities.
• Ability to inspire and unify a team via formal and informal authority, and to operate both at a strategic level and in the weeds to diagnose and fix issues.
• Past examples of shaping product roadmap using customer insights and data analytics, and iterating to find product market fit.
• Willingness to travel as needed (not more than 15% of time)

Qualifications

• 15+ years total experience, with 10+ years of progressive experience in Product Marketing, growth strategy and/or revenue generating leadership roles (Sales, Marketing, Partnerships, etc)
• Several years experience in a strategic leadership role driving B2B Sales and Partnership Enablement.
• Strong analytical and strategic planning skills, with expertise developing and executing growth-driving, full-funnel GTM strategies with a start-up mentality.
• Ability to influence decisions among cross-functional leaders, and to build strong relationships and gain alignment with large groups of stakeholders from all levels of the organization using quantitative and qualitative tactics. Willingness to escalate and relentlessly surface issues until you reach acceptable resolution, while maintaining strong relationships along the way.
• A passion for the food and beverage industry, and experience working with (and ideally also in) F&B businesses to understand needs and pain points.
• Demonstrated leadership ability, with a track record of building and managing strategic, high-performing teams. Proven track record of leading a team (10+ individuals) to generate revenue growth and exceed targets.
• Excellent verbal and written communication and interpersonal skills.
• Ability to thrive in a fast-paced, dynamic environment and adapt to changing priorities.
• Ability to inspire and unify a team via formal and informal authority, and to operate both at a strategic level and in the weeds to diagnose and fix issues.
• Past examples of shaping product roadmap using customer insights and data analytics, and iterating to find product market fit.
• Willingness to travel as needed (not more than 15% of time)