Senior Director, Product & Customer Marketing

SENIOR DIRECTOR, PRODUCT & CUSTOMER MARKETING

Level: M5

Location: CAD or US | Eastern or Pacific Timezone

Reports To: Michael Scott | Chief Marketing Officer [link for members]

Department: Marketing

Type: Permanent | Full-Time

Vacancy Status: This is an active, approved role and we are currently hiring for this position.

ABOUT the company

At the company, our mission is to safeguard what matters most. We provide businesses with the tools to know sooner and act faster by transforming video security into real-time operational insights.

Our cloud-based platform integrates seamlessly with your existing cameras and systems, turning them into intelligent sensors that detect and interpret key moments. This empowers teams to make data-driven decisions, enhance security, and improve operational efficiency.

Trusted by over 35,000 locations across 60+ countries - including brands like McDonald’s and JYSK - the company delivers clarity when it counts. Our solutions help businesses reduce shrink, optimize performance, and respond proactively to potential threats.

We're growing rapidly, earning industry recognition, and scaling with purpose. We’ve been recognized by Deloitte’s Fast 50™ and Fast 500™, Business Intelligence Group, and as one of Ottawa’s Best Places to Work. And we’re just getting started!

ABOUT THE ROLE

The company is looking for a (head of) Senior Director, Product Marketing and Customer Marketing to create category leadership and sharpen our positioning - accelerating adoption, differentiation, and revenue across our key products. This is a newly unified leadership role, bringing Product Marketing and Customer Marketing together so the story we tell to prospects and the story we tell to existing customers reinforce each other.

You'll own positioning and messaging, lead go-to-market strategy for major launches, run competitive intelligence and win/loss, scale sales enablement, and stand up an Analyst Relations (AR) program - while also owning how we market to and grow our existing customer base through advocacy, references, and expansion programs.

This is a senior, executive-facing role for someone who can define a category, arm a sales team to win, and build a team and function from a strong existing base of product marketers.

WHAT YOU’LL BE DOING

Positioning & Messaging

• Own product positioning, messaging, and narrative across the company’s platform and key products and industries we serve.

• Develop and defend a category point of view that differentiates the company from adjacent and competing solutions.

• Test and refine messaging with customers, prospects, and sales to ensure it resonates and converts.

GTM Strategy

• Lead go-to-market strategy and execution for major feature and product launches, partnering with Product, Demand Gen, Sales, and Customer Success.

• Build launch playbooks and processes that scale across a growing product portfolio.

• Identify opportunities to grow adoption and ARPU through positioning, packaging, and GTM for new features and add-ons.

Competitive Intelligence

• Own the company’s competitive intelligence program, keeping a current, accurate view of the competitive landscape.

• Run a win/loss program that turns deal outcomes into sharper positioning and enablement.

• Educate internal teams - Sales, Marketing, Product - on competitive threats and how to respond to them.

Sales Enablement

• Build and scale sales enablement content — battlecards, pitch decks, objection handling, and training — that drives rep proficiency and win rate.

• Partner with Sales, Customer Success, and RevOps to ensure enablement keeps pace with the roadmap and competitive landscape.

• Measure and improve enablement adoption and its impact on ramp time and win rate.

Analyst Relations (AR)

• Build the company’s Analyst Relations program from the ground up, establishing relationships with relevant industry analysts.

• Prepare briefings, RFI/RFP responses, and positioning materials for analyst evaluations and reports.

• Translate analyst feedback into product, positioning, and GTM recommendations for leadership.

Customer Marketing & Advocacy

• Own customer marketing strategy - references, case studies, testimonials, and advocacy programs that support both sales, demand gen, channel and brand.

• Partner with Demand Gen and Customer Success on programs that drive adoption, expansion, and retention among existing customers.

• Build a scalable customer reference and advisory program to support field marketing pg growth, competitive deals and category-building efforts.

A LITTLE BIT ABOUT YOU

• 10+ years of experience in product marketing, with meaningful experience in customer marketing, competitive intelligence, or analyst relations.

• A proven track record building category positioning that differentiates a product in a competitive market.

• Experience leading go-to-market strategy and execution for major product launches end-to-end.

• Experience building or scaling a sales enablement function, with measurable impact on win rate or ramp time.

• Comfort building new functions from scratch, including Analyst Relations or customer advocacy programs.

• Strong executive communication skills, with experience presenting positioning and strategy to CMO, executive, and board-level audiences.

• Experience building and coaching a team of product and/or customer marketers.

WHAT SUCCESS LOOKS LIKE

• the company has a clear, differentiated category position that Sales, Marketing, Channel, and Product all use consistently.

• Major launches land on time with strong adoption and a measurable revenue contribution.

• Sales wins more competitive deals, supported by sharp, current competitive intelligence and enablement.

• the company has an active, credible presence with relevant industry analysts.

• Existing customers become a growing source of references, advocacy, and expansion revenue.

NICE TO HAVES

• Experience in physical security, video surveillance, IoT, or a related B2B technology industry.

• Experience building an Analyst Relations function in a company that didn’t previously have one.

• Experience scaling a product or customer marketing function as a company grows past $100M+ ARR.

• Familiarity with sales enablement and customer marketing platforms (e.g., HubSpot, SalesForce, Highspot, Seismic, Gainsight).

Role Expectations

This is an M5 level role. At the company, individuals at this level set the strategic direction for a major function, translating executive priorities into scalable execution, building organizational capability through the leaders and teams they develop, and are accountable for delivering sustained business outcomes.

In This Role, You'll Be Expected To

• Own the long-term strategy, operating model, and performance of Product & Customer Marketing, translating CMO and executive priorities into clear roadmaps and measurable outcomes.

• Build and grow a high-performing team, developing future leaders and building strong marketing capability across the function.

• Partner with the CMO and cross-functional executives (Sales, Product, Customer Success) to influence company-wide GTM priorities and strategic initiatives.

• Establish scalable systems, playbooks, and operating rhythms — launch process, sales enablement, win/loss, AR, customer advocacy — that improve effectiveness beyond any single program.

• Represent Product & Customer Marketing internally as the senior authority on positioning and category strategy, building trusted relationships across the organization.

What Success Looks Like

• Product & Customer Marketing is recognized as a strategic, executive-level function with a clear seat at the GTM table, not a service arm to Sales or Demand Gen.

• The team and leaders you build operate with growing autonomy and are developing toward their own next level.

• The systems and playbooks you establish scale beyond you and are adopted company-wide, outlasting any single launch or campaign.

SECURITY REQUIREMENTS

• Candidates must undergo a criminal records check upon hire;

• Be a Canadian Citizen (dual citizens included), or eligible to work in Canada;

• Be willing to comply with the company’s own security policies and standards.

OUR VALUES

We do things the company way

• Act with URGENCY – Our customers move fast, so we do too.

• Deliver with QUALITY – We sweat the details and hold a high bar.

• Win with TEAM – No egos. Just outcomes, built together.

• Lead with TRUST – We earn it through clarity, consistency, and care.

These aren’t just words—they shape how we hire, lead, and grow.

WHY the company?

We’re not just building tech - we’re building a place where great people do great work.

• Clarity and trust: Where the role allows, we support flexibility in how and where work gets done - and we’re upfront about what’s required.

• Meaningful equity: Every full-time, permanent employee has a stake in our growth.

• Comprehensive benefits: Fully paid health & dental (no waiting period) + $500 health spending account.

• Wellness support: Monthly reimbursement for fitness, wellness, or mental health programs.

• Growth through merit: Advancement is based on contribution, initiative, and the ability to raise the bar - together.

• Candid culture: Clear expectations, honest feedback, and no politics.

• Social connection: From So-learns to the company-o and So-lunches, we stay connected in ways that actually feel fun.

WHAT TO EXPECT FROM THE HIRING PROCESS

We respect your time and value transparency. Here’s a general idea of what to expect:

• Intro call with our Talent Team

• Interview with the Hiring Manager

• Role-relevant task or case (if applicable)

• Final interviews with cross-functional team members

• Reference Checks

• Offer & onboarding 🎉

PLEASE NOTE: THIS IS SUBJECT TO CHANGE AT ANY POINT IN THE RECRUITMENT PROCESS BASED ON THE NEEDS OF THE BUSINESS.

HOW TO APPLY

Submit your resume and a short cover letter via our [Careers Page [link for members] Let us know what excites you about this role, and how you’d help move the company forward.

NOTICE: the company USES ARTIFICIAL INTELLIGENCE (AI) TO SCREEN, ASSESS, AND/OR SELECT CANDIDATES FOR THIS POSITION.

The company IS AN EQUAL OPPORTUNITY EMPLOYER. WE’RE COMMITTED TO BUILDING A DIVERSE AND INCLUSIVE WORKPLACE. IF YOU REQUIRE ACCOMMODATION DURING THE SELECTION PROCESS, PLEASE LET US KNOW.