Product Marketing / GTM Lead
Bnberry · Remote
About BnBerry
BnBerry is a hospitality technology company building products for hotels, property managers, and accommodation operators. We operate in a complex B2B travel-tech environment where product clarity, market validation, sales enablement, and measurable commercial impact are critical.
We are looking for a senior, hands-on Product Marketing / GTM Lead who can help us turn complex hotel-tech products into a clear go-to-market system: from ICP and positioning, through market validation and launch planning, to sales enablement, funnel metrics, pipeline quality, and revenue impact.
This is not a purely content, brand, or campaign-management role. We need someone who can own the commercial logic of product marketing, work closely with Product and Sales, and build a structured marketing engine that connects strategy with measurable outcomes.
Role overview
As Product Marketing / GTM Lead, you will be responsible for building and owning the go-to-market approach for BnBerry’s products, with a strong focus on B2B SaaS, hotel technology, and new product launches.
You will work directly with leadership, Product, and Sales to define who we sell to, why our products matter, how we position them, how we validate demand, and how we measure whether marketing is creating real business value.
The ideal candidate has strong experience in B2B SaaS product marketing, has owned launches for complex or technical products, is highly data-driven, and can clearly connect marketing activity to pipeline, activation, revenue, and ROI.
What you will own
1. Product positioning, messaging, and ICP
- Define and continuously refine ICPs, buyer personas, customer segments, pain points, and decision drivers.
- Translate complex hotel-tech and SaaS product capabilities into clear, commercially relevant positioning.
- Build messaging frameworks that explain:
- who the product is for;
- what business problem it solves;
- why BnBerry is different;
- why customers should act now.
- Own the positioning-to-content bridge: website copy, landing pages, sales narratives, product one-pagers, demo messaging, and campaign angles.
- Ensure messaging is based on customer insight, market validation, competitor analysis, and commercial priorities — not only internal assumptions.
2. Go-to-market strategy and launch ownership
- Build structured GTM plans for new products, features, and market initiatives.
- Define clear launch stages, including discovery, validation, beta/early access, launch, post-launch optimization, and scale.
- Create launch plans with concrete goals, timelines, owners, channels, success metrics, and decision points.
- Lead market validation before and during launch, including customer interviews, competitor research, use-case testing, message testing, and feedback loops.
- Work with Product to connect product roadmap decisions with market needs and commercial opportunity.
- Work with Sales to ensure GTM plans are realistic, sellable, and connected to pipeline generation.
3. Marketing analytics, metrics, and commercial impact
- Define the marketing measurement framework for each initiative.
- Track and interpret metrics such as:
- CAC / CPA;
- CPL;
- conversion rates by funnel stage;
- MQL / SQL quality;
- pipeline contribution;
- activation and product adoption;
- LTV / payback logic where applicable;
- ROI by channel or campaign;
- revenue influence.
- Build clear reporting for leadership that shows what is working, what is not working, and what should change.
- Use data to make decisions about positioning, channels, ICPs, messaging, and budget allocation.
- Connect marketing work to business outcomes, not only activity volume.
4. Sales enablement and commercial collaboration
- Partner closely with Sales to understand objections, buyer questions, conversion blockers, and pipeline quality.
- Build sales enablement materials such as:
- sales decks;
- product one-pagers;
- case studies;
- objection-handling guides;
- email sequences;
- demo narratives;
- competitive battlecards;
- vertical-specific messaging.
- Help Sales communicate complex product value clearly and confidently.
- Use Sales feedback to improve positioning, qualification, and campaign targeting.
5. Growth experiments and channel strategy
- Design and run structured growth experiments across relevant channels.
- Evaluate channels based on commercial quality, not only reach or traffic.
- Work across paid, organic, email, SEO, partnerships, communities, webinars, events, and outbound support where relevant.
- Build testing plans with clear hypotheses, success criteria, learning goals, and next-step decisions.
- Optimize landing pages, campaigns, and funnels based on data and customer feedback.
6. Hands-on execution and operating system
- Build practical systems, not only strategy decks.
- Create repeatable workflows for launch planning, campaign tracking, reporting, messaging updates, and sales enablement.
- Operate effectively in a lean environment where you may need to both define the strategy and execute important parts yourself.
- Work asynchronously and transparently in Notion, Slack, and related tools.
- Bring structure to ambiguity and proactively identify what is missing.
Requirements
Must-have experience
- 7+ years of marketing experience, with strong exposure to B2B SaaS, product marketing, GTM, or growth.
- Proven ownership of product launches or GTM initiatives for complex, technical, SaaS, AI, travel-tech, hospitality-tech, or similar products.
- Strong understanding of product marketing fundamentals: ICP, positioning, messaging, segmentation, launch planning, sales enablement, and market validation.
- Demonstrated ability to connect marketing work to measurable business outcomes.
- Strong experience with marketing metrics and commercial analysis, including CAC, CPA, CPL, conversion, funnel quality, pipeline impact, activation, ROI, and revenue influence.
- Experience working closely with Product and Sales teams.
- Ability to explain concrete examples of how you launched, measured, improved, or repositioned a product.
- Excellent English communication and copywriting skills, especially for B2B audiences.
- Strong structured thinking and clear communication.
Strong pluses
- Direct experience in hospitality technology, travel technology, property management, hotel SaaS, booking platforms, or related B2B travel products.
- Experience with AI-enabled SaaS products or complex technical products.
- Experience building a marketing function or GTM process from scratch in an early-stage or scale-up environment.
- Experience with US or English-first markets.
- Hands-on experience with product analytics and marketing analytics tools such as GA4, Mixpanel, Amplitude, HubSpot, Salesforce, or similar.
- Experience supporting sales-led B2B motions, including enterprise or mid-market sales cycles.
What we are not looking for
This role is probably not a fit if your experience is mainly:
- content marketing without strong GTM or commercial ownership;
- brand marketing without measurable pipeline or revenue impact;
- paid ads execution without product marketing depth;
- narrow enterprise marketing where you owned only a small function and did not see the full GTM picture;
- generic marketing strategy without hands-on execution;
- research-only work that does not translate into positioning, launch decisions, sales enablement, and measurable business results;
- campaign activity reporting without a strong understanding of unit economics and funnel metrics.
The type of person who will succeed
You will likely succeed in this role if you:
- think in systems and can build a clear GTM operating model;
- are comfortable with ambiguity and can create structure where none exists;
- can challenge assumptions using data and customer insight;
- can move from research to decisions, and from decisions to execution;
- are commercially mature and understand how marketing should support revenue;
- can work with Product on product value and with Sales on buyer reality;
- communicate clearly, directly, and professionally;
- are hands-on enough to execute, not only advise;
- are senior enough to define the direction without waiting for detailed instructions.
Example problems you may work on
- Define the ICP and positioning for a new hotel-tech product.
- Validate whether a product message resonates with hotel operators or property managers.
- Build a GTM plan for a new product launch, including stages, metrics, owners, and Sales enablement.
- Identify why a funnel is generating weak-quality leads and recommend changes.
- Turn customer interviews and Sales feedback into clearer messaging and better qualification.
- Build a leadership report showing whether a campaign is creating useful pipeline and what should be changed.
- Create sales materials that help the team explain a complex product in a simple and commercially compelling way.
Benefits
- Fully remote, async-friendly team
- High ownership and autonomy from day one
- Paid Time Off
- Competitive compensation + performance incentives