Director of Content & Product Marketing

About the Role:

We are seeking a Director of Content & Product Marketing to lead content marketing and product marketing strategy for Helium 10. This role owns the end-to-end product marketing function, content marketing function, and oversees our search visibility across SEO, AEO (answer engine optimization), and GEO (generative engine optimization) channels. This director will be focused on ensuring tight alignment between product vision, brand positioning, and revenue growth across our portfolio of solutions for Amazon, TikTok, and Walmart sellers.

The Director of Content & Product Marketing will define and scale our go-to-market strategies, positioning architecture, and product narrative, translating product innovation into clear, differentiated value for our target personas. This leader sets the content strategy, editorial standards, and brand voice that carry that narrative across owned channels — blog, website, email, and social — and stays hands-on with high-impact content (launches, thought leadership, long-form) alongside managing the team’s output. This leader will serve as the connective tissue among PMM, Content, Product, Growth, Brand, and Customer Success teams, driving clarity, focus, and executional excellence across launches and campaigns.

This role requires a strong balance of strategic thinking and operational rigor — someone who can set the direction, build systems and frameworks, and still dive into the details of high-impact launches and initiatives to guide the team. Deep familiarity with marketplace e-commerce, direct-to-consumer e-commerce, and experience in SaaS product-led growth environments is strongly preferred.

This role reports to the VP of Product Growth Strategy and Operations and manages a team of five.

Responsibilities:

• Product Marketing Strategic Frameworks: Define and maintain a clear positioning and messaging architecture across products, personas, and segments, balancing portfolio-level clarity with feature-level differentiation.
• Product Positioning & Messaging: Help develop and maintain clear, compelling product messaging that differentiates our features within the competitive landscape. Support the creation of product positioning documents, value propositions, and buyer personas.
• Roadmap Advisory: Act as a strategic advisor to Product leadership, shaping roadmap discussions through market insight, customer evidence, and competitive intelligence, based on quantitative analysis and customer feedback collected by the team.
• GTM Leadership: Lead the development and execution of integrated GTM strategies for major launches, feature releases, and category expansions. Ensure all GTM plans by PMM team are grounded in clear objectives, ICP prioritization, channel strategy, and success metrics tied to adoption, engagement, and revenue impact.
• Content Strategy: Own and oversee content strategy across web, blog, and social for Amazon, Walmart, TikTok, and DTC seller personas.
• Search & AI-Search Visibility (SEO/AEO/GEO): Oversee the SEO, AEO, and GEO roadmap as a primary growth channel — topics, formats, and distribution — to compound organic traffic and AI-search citations over time.
• Editorial Standards & Craft: Set the editorial bar and brand voice; stay hands-on with high-impact content (thought leadership, launch content, long-form) while scaling the team’s output and quality.
• Business Impact: Define success metrics for product marketing initiatives and hold the team accountable to outcomes, not just outputs. Leverage analytic tools like Amplitude, Tableau, and SQL to report on PMM projects, GTM releases, and strategic initiatives. Regularly communicate impact, learnings, and recommendations to executive stakeholders.
• Campaign Management: Collaborate with the growth and brand marketing teams to oversee the execution of multi-channel campaigns, including email, social media, content, and paid advertising. Monitor campaign performance and contribute ideas to optimize results.
• Market Research & Analysis: Regularly conduct market research to understand customer needs, competitor positioning, and industry trends. Analyze data and insights to inform product positioning and identify opportunities for growth.
• Team Development: Build, mentor, and scale a high-performing Product Marketing and Content Marketing team, setting clear expectations, priorities, and career development paths. Create clarity around ownership and decision-making, enabling team members to operate with autonomy while maintaining strategic alignment. Foster strong cross-functional relationships and a culture of accountability, customer obsession, and continuous improvement.

Skills & Qualifications:

• 10+ years of experience across product marketing and content marketing, including leadership experience in a SaaS or technology company.
• Proven track record of owning product positioning, messaging, and GTM strategy at scale.
• Strong understanding of product-led growth, content marketing, and marketplace ecosystems (Amazon experience strongly preferred).
• Experience building or scaling a content engine, with hands-on SEO expertise and working knowledge of AEO/GEO practices.
• Strong writing, editorial, and storytelling craft — comfortable operating strategically and hands-on.
• Demonstrated ability to influence senior stakeholders and drive alignment across product, marketing, and customer success teams.
• Exceptional strategic thinking paired with operational execution and analytical rigor.
• Experience managing teams and building repeatable processes in fast-paced environments.