Senior Segment Product Marketing Manager (Public Sector)

You will own the end-to-end strategy and execution for Geotab’s Public Sector segments — Public Works, Public Safety, People Transportation, and Public Administration — spanning research, messaging, content, and sales enablement, and be able to demonstrate the pipeline results generated. You understand government buying cycles, multi-stakeholder procurement processes, cooperative purchasing vehicles, and compliance considerations such as FedRAMP, CJIS, and FERPA that shape public sector purchasing decisions. You're a strong cross-functional partner to both Sales and Product, and you know how to tailor a message to government, education, and municipal buyers without losing the brand.

The Senior Segment Product Marketing Manager (Public Sector) is instrumental in shaping and executing comprehensive marketing strategies that align with Geotab’s public sector revenue objectives. This role requires impactful relationships across Marketing, Sales, and the partner ecosystem to propel Geotab’s market presence within Public Works, Public Safety, People Transportation, and Public Administration. By collaborating closely with demand generation, content, events, product marketing, and sales teams, this role ensures that marketing plans are seamlessly integrated with public sector goals. Through effective communication, market intelligence, and strategic execution, this role maximizes the impact of marketing efforts — creating a unified approach that supports Geotab’s public sector revenue objectives.

How you'll make an impact:

• Lead the development of comprehensive marketing strategies for all assigned segments; mobilize cross-functional teams to ensure alignment with overall segment business goals.

• Develop a marketing strategy for the assigned segments that targets ideal customer profiles (ICPs), priority market tiers, and buyer personas to drive new customer acquisition, existing account expansion, and retention. Define, own, and maintain segment ICP definitions and buyer persona maps — including target buyer profiles, pain points, motivations, objections, and trust signals, updating them as markets evolve and win/loss data shifts.

• Conduct segment-specific research — including buyer interviews, surveys, win/loss analysis, and industry data synthesis — and translate insights into tailored marketing programs, messaging updates, and sales tools.

• Develop vertical-specific content and enablement assets, including messaging and positioning, brochures, videos, industry guides, segment-specific web pages, assist with case studies, solution playbooks, and pitch decks.

• Support strategic segment-focused projects such as market mapping and quarterly initiatives, while proactively identifying the next 1-, 3-, and 5-year opportunity to propose back to the business.

• Articulate Geotab’s unique value proposition across assigned segments and align strategies with key purchase drivers, integrating them into segment playbooks and strategy briefs.

• Partner with Product Marketing to support product launches, providing segment tiering input, translating product messaging into segment-specific value propositions, proof points, and objection handling, and developing segment-specific launch materials for sales and the field.

• Partner with sales and business development to create and execute segment and account-specific growth strategies that drive brand awareness, market position, and demand.

• Serve as a thought leader, subject matter expert, and lead marketing advocate for Geotab’s assigned segments, including representing Geotab at industry events and with key associations.

• Create a robust relationship development and engagement strategy for chosen associations to enhance Geotab’s visibility, influence, and networking presence in the industry.

What you'll bring to this role:

• Minimum 8+ years of proven experience in a marketing strategy role, with preference for B2B SaaS or technology organizations.

• 3+ years of experience in vertical or segment-specific B2B marketing, with demonstrated familiarity with industry-specific buyer dynamics, relevant compliance considerations, and complex procurement processes.

• A Bachelor’s degree in Marketing, Communications, Business, or a related field, or an equivalent combination of education and relevant work experience. An MBA is an asset.

• Experience in telematics, fleet management, or connected vehicle technology is advantageous.

• Objective-focused, strategic, and outcomes-based mindset; able to operate independently and manage priorities, stakeholders, and deliverables without day-to-day direction.

• Proven ability to conduct and synthesize segment research — buyer interviews, competitive intelligence, win/loss data — and translate findings into actionable strategy.

• Excellent storyteller and analytical thinker who can back ideas with customer and market insights; comfortable building reports, interpreting performance data, and using data to inform decisions.

• Demonstrated experience writing compelling value propositions and operationalizing them through messaging frameworks, marketing collateral, sales materials, and thought leadership content.

• Outstanding cross-functional collaboration and communication skills, with a proven track record of cultivating strong relationships with sales teams.

• Excellent project management, time management, and problem-solving skills with strong attention to detail.

• Occasional travel of up to 20% may be required.