Director, Product and Customer Marketing

OneSource Virtual (OSV) has helped more than 1,000 Workday customers take their teams from transactional to transformational with innovative technology and services for HR, payroll, and finance. Founded in 2008, OSV is the leading exclusive provider of Business-Process-as-a-Service (BPaaS) solutions for Workday, delivering services with unparalleled choice, unwavering commitment, and uncompromising support. OneSource Virtual's global headquarters is located in Dallas, Texas, with additional locations across North America and Europe. Find your company's solution at 

Essential Functions/Duties/Responsibilities

• Serve as the product expert for the creation and evolution of market positioning, value messaging, competitive differentiation:
  • Own, create, and share competitive alerts, battlecards, and objection handling materials to support active sales opportunities and reinforce our unique value. 
  • Identify the values, pain points, buying groups, and buying habits of prospects and customers, leveraging external and internal data. Develop and present new and existing product information at events, tradeshows, webinars, and other speaking engagements.
  • Partner with Product to align communication and positioning for product launches, refreshes, or feature enhancements.
  • Coordinate across the Marketing team to support campaigns, ICP development and segmentation, events, thought leadership, themes, and speaking points.
  • Partner with digital, email, content, and campaign Marketing colleagues to gain insight on product-specific message performance, trends, keywords, and web traffic.
  • Leverage internal and external data to support product prioritization, messaging, and relevance.
  • Showcase the Product Marketing efforts, results, and impact.
• Support sales and customer teams with tools, training, and market expertise.
  • Partner with third-party to conduct win/loss reviews for core products and support the development of resulting sales enablement content.
  • Regularly engage in primary research with AEs, RSDs, SCs and other prospect-facing colleagues to maintain a current pulse of challenges, areas of interest, resonant talk tracks, objections, etc.
  • Development of sales plays and campaign-specific enablement
  • Participation in key sales opportunities or customer asks/RFIs as needed
• Maintain and develop all internal and external content directly associated with products to include, but not limited to data sheets, foundational templates, event slides, product blogs, LinkedIn article support, Sales Kick Off session materials, and sales presentations; collaborate with Content lead as needed to fully deliver final content.
  • Establish and drive team-wide utilization of a standard messaging framework.
  • Maintain a content taxonomy in Seismic that aligns product content to buyer personas and the buyer journey.
  • Establish a cadence for assessing content performance and refreshing product content on a regular basis.
• Continually gather product, customer, and competitive research that supports new product development, messaging updates, and existing product enhancements.
  • Research competitors and create differentiated positioning and messaging.
  • Mange a win/loss program, provide analysis, and refine competitive positioning  
  • Help shape and actively participate in Customer Advisory Board meetings and other customer feedback-gathering opportunities.
  • Create a mechanism for bidirectional feedback to influence product roadmap and strategic product decisions.
  • Establish relationships and regular check-ins with internal SMEs throughout the business to understand our core products, services, features, and metrics.
  • Oversee and strategically guide the Customer Marketing function and team.
  • Manage and/or oversee the customer reference and advocacy function, processes, and incentives.
  • Establish and/or oversee programs to increase customer advocacy participation, nameable customers, and customer assets; Own the advocacy technology platform.
  • Oversee the customer storytelling function, content focus, and content usage.
  • Showcase Customer Marketing efforts, results, and impact.
• Recommend and research analyst relations & industry engagement in alignment with budget and prioritization.
  • Research and identify relevant analyst opportunities (e.g., Gartner, Forrester, IDC) that align with product strategy and market positioning goals
  • Recommend participation in analyst briefings, inquiries, and research contributions to increase product visibility and influence industry perspectives
  • Develop and maintain relationships with key industry analysts covering relevant market segments
  • Coordinate analyst engagement activities, including briefing preparation, product demos, and follow-up communications
  • Identify and evaluate professional organizations, industry associations, and thought leadership platforms that provide strategic value for product representation
  • Recommend and participate in speaking opportunities, panel discussions, and industry events to establish product thought leadership
  • Monitor analyst reports, industry trends, and competitive intelligence to inform product positioning and messaging strategies
  • Collaborate with cross-functional teams to ensure consistent product narrative across analyst and industry engagements
• Go-to-market planning & cross-functional collaboration.
  • Partner with Product Management to develop comprehensive go-to-market strategies for new and potential products, features, and enhancements
  • Collaborate on launch planning, including timing, messaging, audience targeting, and success metrics
  • Serve as the marketing liaison between Product Management and go-to-market execution teams to ensure alignment throughout the product lifecycle
  • Coordinate with Design and Content teams to develop product branding, visual identity, and messaging frameworks that align with overall brand standards
  • Brief creative teams on product positioning, target audiences, and key differentiators to inform content development and design deliverables
  • Oversee the creation of product marketing collateral, including data sheets, presentations, web content, videos, and sales enablement materials
  • Ensure consistency in product messaging and branding across all customer touchpoints and marketing channels
  • Facilitate feedback loops between Product Management, creative teams, and market-facing teams to refine positioning and content based on customer and market response
  • Manage project timelines and deliverable reviews to ensure on-time, high-quality execution of go-to-market initiatives
• Budget, resource, and people management
  • Managing product marketing budget and vendor relationships
  • Prioritizing and allocating resources across multiple product initiatives
  • Leading, mentoring, and developing product marketing team members
  • Building team capabilities and processes
  • Establish and track KPIs for product marketing initiatives

Competencies

• Strategic Skills. Ability to accurately assess strengths and vulnerabilities, to best align and move forward. Able to make tactical and strategic adjustments to ensure success.  Must be able to see the big picture and translate strategies and tactics. 
• Judgment / Decision Making. Must be able to balance between quick decisiveness and more thorough approaches based on consistent logic, rationality and objectivity. Show common sense and anticipate consequences of decisions. Use data to inform, rationalize, and adjust decisions.
• Analytical Skills.  Can effectively analyze multiple data points to identify significant problems and opportunities. Effective at getting to the root cause by probing with appropriate stakeholders.
• Oral Communication.  Superior skills as demonstrated by the ability to think on your feet, clarify organization of thought processes and easily articulate product vision and standards. Keeps critical stakeholders informed.
• Written Communication. Outstanding ability to translate product features into relevant marketing and sales messages. Knows how the market wants to receive information and can put into practice written/visual content that meets those needs.
• Team Player.  Effectively collaborates across the organization, carries a strong voice to ensure goals are achieved, works to tear down walls to overcome we-they relationships, and remains approachable. Can operate at a strategic level, providing leadership to direct and cross-functional contributors, but can also deliver tactical items.
• Organization/Planning. Strong planning and project management skills. Ensures key priorities are aligned to organization goals and initiatives. Effectively manages own time and ensures the support of others to deliver. Anticipates risks and defines and executes contingencies. Holds team accountable for deadlines and project requirements.
• Adaptability. Flexes to new pressures with the ability to quickly adjust both strategic and tactical targets for self and direct and extended team members. Able to cope effectively with complexity and tight deadlines. 
• Energy and Tenacity. Exhibits high energy and a strong desire to achieve the goal. Will be strategic and a "do-er" with a reputation for delivering results. Strong sense of ownership, work ethic, and self-motivation.
• Leadership. Possesses the ability to articulate a vision and motivate the team to coordinated action.  Understands how to balance empathy with expectation and uses appropriate motivation and incentive to inspire confidence and contribution at the individual level.
• Interpersonal skills. Facilitates constructive dialogue and collaboration. Knows how to navigate organizational complexity for productive outcomes. Connects with all levels of the organization in a constructive way that inspires trust and confidence.

Supervisory Responsibility

This position directly manages employees and is responsible for the development, performance management, e management, and hiring (as needed).

Qualifications and Experience

• Required
  • Bachelor's degree in Marketing, Business Management, a similar degree, or directly related experience.
  • 8+ years of product marketing experience, preferably in SaaS or FinTech.
  • 2+ years of people management experience
  • Previous experience doing a deep competitive analysis.
  • Strong communication skills including but not limited to slide creation and public speaking skills.
  • Previous experience in sales or working with an enterprise sales team.
  • Travel 20%
• Preferred
  • Experience with demand generation, email marketing, social media, events, product management, and branding.
  • Experience with customer advocacy, storytelling, or reference programs.
  • Workday or Workday ecosystem experience.

You are encouraged to learn and share ideas when you join the OneSource Virtual team. We reward innovative thinking, fresh perspectives, creative collaboration, and hard work. As an organization experiencing routine strategic growth, we are always on the lookout for intelligent, talented, and forward-thinking professionals to join our team. OSV employees enjoy a values-based culture, upward mobility, and professional development with opportunities of all kinds.