Senior Director, Product Marketing & Market Activation

Company Description

We are in Business for People, empowering people in service organizations with innovative Enterprise and Business software solutions. We’ve innovated and taken a new approach to delivering ERP that works for people. Self-driving, adaptive and intuitive software that is changing the way people work. Our solutions empower people and deliver a better people experience so people can spend time on meaningful high value work they live for.

Read more on our website about how we transform work and how people feel about it, so our customers and their people can thrive.

Job Description

As Senior Director, Product Management & Market Activation, you will own how Unit4’s innovation is translated into market narrative, demonstration, and commercial impact.  

Operating at the intersection of Product and the market, you will lead the product marketing, analyst relations, and demonstration operations teams, elevating Unit4’s go-to-market capability to match the scale and ambition of our AI-native platform launch. Your remit is to ensure that how we position, communicate, and demonstrate innovation lands as powerfully in the market as what we build.  

This role can be hired remotely in Spain, Portugal or UK

Your mission  

Your immediate priority is leading the global go-to-market launch of Unit4’s AI-native architecture: an 18-month, company-wide initiative that will define how we bring innovation to market going forward.  

This is not a steady-state portfolio role. It is a transformational launch role with lasting impact. Through this launch, you will also establish repeatable GTM disciplines that future innovations will follow.  

What you'll be responsible for

Owning the AI-native GTM launch 

• Lead the GTM strategy and execution for Unit4’s AInative architecture - a companywide, 18month initiative 
• Translate complex technical innovation into clear, credible economic value stories for CFOs, COOs, and CHROs 
• Align Product, Sales, Customer Success, and Services around a unified, revenue-focused launch 
• Use this launch to establish scalable GTM disciplines for future innovation 

Elevating product marketing and messaging 

• Build and lead a product marketing function that endures beyond individual launches 
• Shift messaging from features to outcomes and economic impact 
• Develop GTM playbooks, sales narratives, and competitive positioning that drive pipeline and wins 
• Partner closely with Product to ensure launches are market-ready and commercially sharp 
• Challenge launch readiness when the value story isn’t credible or provable 

Connecting story to proof 

• Integrate demonstration services into the narrative so demos deepen the story—not distract from it 
• Ensure consistency from message → demo → proof across the buyer journey 
• Establish demos as an ongoing commercial lever, not just launch support 

Shaping market perception 

• Lead analyst relations to position Unit4’s AI capabilities as differentiated and material 
• Use analyst engagement to validate messaging, refine positioning, and build credibility 
• Strengthen Unit4’s recognition as a leader in AI-driven ERP for midmarket service organizations 

Building a revenue-focused function 

• Treat product marketing as a revenue driver, not a content factory 
• Define KPIs that connect GTM execution to pipeline, win rates, and deal velocity 
• Partner closely with Sales to continuously iterate based on what lands—or doesn’t—in the field 

Growing the organization 

• Lead and develop a team of mid to senior-level professionals 
• Create clear growth paths and learning opportunities 
• Drive AI literacy and automation across the function 
• Set standards of excellence that raise performance across teams 

Qualifications

How success is measured  

This role is accountable for driving meaningful commercial impact through go-to-market execution.  

Success is measured by how effectively our narratives, demonstrations, and enablement contribute to:  

• Pipeline growth  
• Improved win rates  
• Faster deal progression  

When messaging resonates but commercial outcomes fall short, this role is responsible for refining the story, strengthening proof, and improving market execution in close partnership with Sales.  

Who this role is for  

You’re a senior product marketing or GTM leader who:  

• Has led major platform or transformational launches in B2B SaaS or enterprise software  
• Operates comfortably between Product, Sales, and market reality  
• Thinks in commercial outcomes, not just messaging quality  

Additional Information

Join Unit4 and be part of one of the most exciting journeys in the cloud ERP software space. We’re a fast-paced, high-growth, people-centric company, delivering enterprise software for a great people experience, and offering our own people a host of benefits and development opportunities. Grow with us At Unit4, we offer:

• a culture built on trust - giving you freedom and autonomy to be successful.
• balance - with our uncapped time off policy, remote working opportunities and Global Wellbeing Days when the whole company can switch off and prioritize well-being.
• talented colleagues, role models and mentors - work, learn and be inspired by some of the best talent in the software industry.
• a commitment to sustainability - with initiatives such as our Act4Good program, a way for everyone at Unit4 to come together and engage in actions that benefit society and the planet.
• a safe and inclusive working environment – supported by our Employee Resource Groups, which are open to all and include Women at Unit4, Pride at Unit4, Mental Health and Access at Unit4, and People of Color at Unit4.

Background check

This role may require security clearance required for customer projects and access to sensitive (customer) data. That means that after you have accepted our offer, we could ask for background checks. Subject to applicable local laws, such security checks may require disclosure of personal information including criminal record declaration, right to work, personal identification and work history. No worries though – we'll handle it according to local privacy laws and keep your info safe.  Questions? Feel free to reach out!