At Roofr, we're obsessed with our customers. We constantly gather feedback to shape, prioritize, and launch the products they truly need. That's what makes Roofr's CRM special. We started by building essential sales tools like aerial roof measurements and digital sales proposals. But when our customers asked for a simple, affordable way to manage and scale their entire businesses, we listened. So, we created a CRM that connects these solutions—along with payments, material ordering, and more—into a seamless, powerful platform. With a clear roadmap ahead, we're excited to continue expanding and leading the market with innovative products.
We have an amazing culture, strong financials, and best-in-class company metrics. It's an exciting time to be part of an extraordinary startup that is already successful, yet still early enough to offer its team significant growth, equity, and the opportunity to make a real impact.
This position is for an existing vacancy.
As the Director, Product Marketing, you will lead the strategy and execution of Roofr's product marketing function, helping us scale our go-to-market engine and position Roofr as the leading software platform for roofing businesses.
You'll lead a team of three product marketers and serve as the connective tissue between Product, Sales, Customer Success, and Marketing. You'll own how we bring products to market, translate product capabilities into compelling customer value, and create the positioning, messaging, and enablement that drive adoption and revenue.
This is a highly cross-functional leadership role for a product marketing leader who can operate strategically while staying close to execution. You'll develop the team, establish scalable PMM processes, and build differentiated GTM strategies across both Product-Led Growth (PLG) and Sales-Led (PLS/SLG) motions.
Most importantly, you'll bring a deep understanding of B2B SaaS and SMB customers and know how to translate complex products into simple, compelling value propositions that resonate with customers and drive business outcomes.
- Lead and develop a team of product marketers, establishing clear priorities, ownership, goals, and development plans
- Own Roofr's product marketing strategy across PLG and sales-led motions, ensuring both motions are aligned to broader company and revenue goals
- Partner closely with Product leadership to translate roadmap priorities into compelling positioning, messaging, launch strategies, and customer value propositions
- Lead the end-to-end GTM strategy for major product launches, from market insight and positioning through launch execution, enablement, adoption, and post-launch analysis
- Develop differentiated positioning and messaging that clearly communicates Roofr's value to SMB customers in a B2B SaaS environment
- Build and continuously improve product marketing frameworks, processes, and playbooks that enable the team to scale
- Partner with Sales and Customer Success leadership to identify customer needs, improve enablement, and strengthen how we communicate product value throughout the customer lifecycle
- Oversee the development of sales collateral, product messaging, onboarding content, lifecycle campaigns, competitive intelligence, and other GTM assets
- Develop strategies to increase product adoption, engagement, expansion, and customer retention across the product portfolio
- Establish feedback loops between Product, Marketing, Sales, and Customer Success to ensure customer insights influence roadmap and GTM decisions
- Use market research, customer insights, competitive intelligence, and product data to inform positioning and GTM strategy
- Define and monitor product marketing KPIs, including launch performance, adoption, engagement, pipeline influence, and revenue impact
- Identify opportunities to leverage PLG, lifecycle marketing, automation, and digital experiences to improve the customer journey and scale GTM execution
- Serve as a senior product marketing voice across the organization and represent the customer perspective in strategic planning
- Partner with the broader Marketing leadership team on company positioning, campaigns, content strategy, and demand generation
- 7+ years of product marketing experience, including experience leading product launches and cross-functional GTM initiatives in a high-growth B2B SaaS environment
- Demonstrated experience managing and developing product marketing teams
- Strong understanding of SMB SaaS buyers and customer journeys, including the unique challenges of acquiring, onboarding, activating, and retaining SMB customers
- Hands-on experience supporting both Product-Led Growth (PLG) and Sales-Led/PLS motions
- Proven ability to develop product positioning, messaging, segmentation, personas, competitive differentiation, and GTM strategies
- Experience translating complex SaaS products and capabilities into simple, compelling customer value propositions
- Strong understanding of the full product lifecycle, from discovery and roadmap planning through launch, adoption, expansion, and retention
- Experience building scalable product marketing processes, frameworks, and operating rhythms
- Strong analytical skills with the ability to connect product marketing initiatives to measurable business outcomes
- Exceptional cross-functional leadership and stakeholder management skills, with the ability to influence without direct authority
- Excellent written and verbal communication skills and the ability to tailor messaging for executives, sales teams, customers, and prospects
- Experience with product marketing and GTM tools such as Pendo, Appcues, Navattic, HubSpot, Figma, or similar platforms
- Experience in vertical SaaS, construction technology, or SMB-focused software is a strong plus
- Product Marketing Core Certification or similar professional certification is a plus
In your first year, you will have:
- Built and developed a high-performing team of three product marketers with clear ownership and accountability
- Established a scalable product marketing operating model across PLG and sales-led motions
- Improved the consistency and effectiveness of Roofr's product launches and internal GTM readiness
- Strengthened Roofr's product positioning and differentiation within the SMB SaaS market
- Built stronger alignment between Product, Marketing, Sales, and Customer Success
- Established measurable product marketing KPIs tied to adoption, engagement, pipeline, and revenue
- Created repeatable GTM playbooks that allow Roofr to launch and scale products more efficiently
- Increased customer understanding and adoption of Roofr's products and capabilities
Compensation Range: $150,000.00–$175,000.00 CAD
Our compensation ranges are built using multiple market benchmarks and reflect both the scope of the role and current market data. While many hires fall within the beginning to midpoint of the band to allow for growth over time, we tailor offers based on each candidate's experience, seniority, and demonstrated impact.
What we offer (US + Canada)
When you join our team, you're not just accepting a job. You're making a career move. Here's how we'll support you in doing some of the most impactful work of your career:
️ Vacation/Paid Time Off:
- 1st week of employment is mandatory PTO! Start your journey with Roofr by decompressing and recharging - we will see you in week 2!
- 1 Friday off per month (we call those our laundry days!)
- Company wide paid shutdown for the week between Christmas and New Years
- Flexible time off
- 80% employer-paid benefits in the U.S. and 100% employer-paid premiums for Extended Healthcare and Dental in Canada
- RRSP/401k match
- Generous Parental Leave policy
Perks:
- We host an annual company retreat with great team building activities
- Ample learning and development opportunities to continue growing your career
- Home office setup stipend
- Internet and phone allowance
- Remote first culture
- Weekly Friday paydays!
AI Notice
At Roofr, we're big fans of AI. It helps us write job descriptions that don't put you to sleep, takes notes during interviews so we can actually listen, and even helps us track down awesome humans like you.
Feel free to use AI to prep, research, or get pumped up for your interview (we see you, ChatGPT power users ). But when it's time to chat, we'd love to meet you, not your AI alter ego. Bring your real, unfiltered self, we promise we will too.
And don't worry, a real, live human is behind every part of our process. Every application is reviewed by a real person, and you'll always speak with real humans throughout the interview process. No bots, just good people ️
We've been made aware of an individual impersonating Roofr using a fraudulent domain: roofrr.com (note the extra "r"). Our company takes the security and privacy of job applicants very seriously. We will never ask for payment, bank details, or personal financial information as part of the application process. All our legitimate job postings can be found on our official career site. Please be cautious of job offers that come from non-company email addresses, instant messaging platforms, or unsolicited calls.
To ensure your application is legitimate, please apply directly through our official careers page: https://roofr.com/careers.
If you receive any suspicious messages or have questions, reach out to us at [email protected].
Your safety and security are important to us — thank you for your vigilance!
Roofr is proud to be an equal opportunity employer. We are committed to equal employment opportunity in the workplace regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, gender identity or veteran status.
