# Senior Product Marketing Manager

**Company:** [VSCO](https://hotfix.jobs/companies/vsco)
**Location:** San Francisco, CA
**Role:** Product Marketing
**Salary:** $185k – $220k/yr
**Experience:** 5+ years
**Skills:** Product Marketing, Positioning, Messaging, Go-to-Market Strategy, Launch Planning, Segmentation, Targeting, In-Product Marketing, Product-Led Growth, Lifecycle Marketing, Braze, Iterable, Customer.Io
**Posted:** 2026-05-16

> Second PMM at VSCO building narrative, messaging, and launch operations from the ground up. Own positioning, GTM execution, segmentation, and in-product marketing for a photography platform.

## Job Description

## Narrative, Messaging & Positioning
- Develop differentiated positioning grounded in customer insight and competitive reality
- Build messaging frameworks that scale across assets (one-pagers, sales decks, lifecycle emails, in-app copy)
- Partner with the Director of PMM on narrative architecture for major releases
- Maintain consistency across all surfaces

## Launch Operations (GTM Execution)
- Own launch planning and execution end-to-end—scoping releases, writing briefs, building timelines, and driving readiness
- Coordinate across Product, Marketing, Growth, Lifecycle, and Creative
- Translate roadmap into sequenced GTM plans with clear owners
- Set and run the release cadence so the right level of marketing support matches each release

## Segmentation & Targeting
- Partner with Growth/Data to sharpen audiences (who we’re speaking to, what they care about, where they are in the journey)
- Connect segmentation to messaging so targeting and in-product experiences feel personal and perform
- Feed learnings back into roadmap and positioning

## In-Product Marketing (Lifecycle + PLG)
- Lead in-product messaging strategy (tooltips, empty states, onboarding flows, feature announcements) with Product
- Support product-led growth by identifying friction, surfacing upgrade moments, and driving activation/conversion
- Ensure in-product and out-of-product messaging work together with Lifecycle

## Cross-Functional Influence
- Be a trusted day-to-day partner to Product, Growth, Lifecycle, and Creative
- Show up in roadmap conversations to influence what gets built and how it’s sequenced
- Represent the customer voice internally with data and direct research

## Qualifications
- 5–8 years in product marketing (B2C or B2B SaaS)
- Narrative craft: Created positioning/messaging that changed how a product was understood, talked about, or sold
- Launch operator muscle: Led GTM for multiple launches with strong briefs, clear ownership, tight timelines, and high-quality outputs
- Strong segmentation fundamentals; able to challenge targeting decisions and ask sharper questions of data
- Some in-product messaging and/or PLG experience
- Comfortable in ambiguity; energized by building the playbook while shipping
- Writes with clarity and economy (no jargon, no bloated decks)
- Can manage up and across without politics

## Nice to Have
- Experience in creator economy, photo/video, or consumer subscription products
- Familiarity with lifecycle tools (Braze, Iterable, Customer.io)
- Startup/early-stage PMM experience building process while shipping
- Experience creating repeatable systems and implementing them through influence

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**Canonical:** https://hotfix.jobs/jobs/d15085d7-89ba-4837-bb52-1feb42b7a980