Senior Director, Product Marketing

About the role

This is our Sr Director of Product Marketing opportunity for idea generators, planning geniuses, and natural-born analysts. As a Sr Dir of Product Marketing, you will play a pivotal role in leading and transforming Semrush’s product marketing and in driving both sales-led and product-led growth for our go-to-market strategy. In this role, you will draw on your experience to lead us through a new phase of growth, particularly the extraordinary opportunity to reshape this team. We want you to take us to the next level of monetizing our new and existing product portfolios.

You will lead a team of Directors and Product Marketing Managers who will champion our customer needs, craft compelling narratives that are rooted in unique Selling Propositions (USPs), and partner across teams to deliver world-class marketing campaigns that drive new user acquisition, expansion/upsell, and durable customer lifetime value. This position will require a deep understanding of Sales-led growth, Product-led growth, laser-focus on experimentation and monetization via self-service sign-ups and conversion, customer behavior, digital technologies, product lifecycles, and the discipline to make decisions rooted in data, and most importantly: always putting the customer first.

Leadership & Vision:

• Define and champion the vision of “what great looks like” for our product marketing at Semrush, setting goals and new benchmarks by cultivating a high-performing, innovative team.
• Serve as the connective tissue between product, marketing, sales, and customer success teams to ensure alignment on priorities and outcomes.
• Provide a framework to plan involvement of Marketing and Product Marketing in product releases, specialized both for SMB, Mid-Market, and Enterprise audiences.
• Lead Product Marketing for new and existing product families and portfolios.
• Develop a robust customer storytelling strategy rooted in customer research, market trends, unique selling propositions, and behavioral insights.
• Lead qualitative and quantitative research initiatives, partnering with user experience research (UXR) and analytics teams to uncover customer pain points, decision-making processes, and emerging trends.
• Conduct Competitive Intelligence analysis to assess our competitive landscape and evolving buyer needs to ensure our market leadership.
• Conduct human-to-human interaction analysis that drive product adoption.
• Transform customer and market insights into value propositions, messaging, and campaigns that not only resonate – that deliver new monthly recurring revenue (NMRR) – across multiple audience segments.
• Play a pivotal role in the GTM planning for SMB, Mid-Market, and Enterprise product launches and marketing campaigns, integrating messaging across 10+ customer acquisition channels.
• Drive cross-functional efforts to ensure product experiences and messaging support commercial, adoption, and engagement goals.
• Collaborate with data science, finance, and analytics to define KPIs and continuously optimize performance.
• Design and implement pricing and product packaging strategy for both new and existing product portfolios.

Demand Generation & Sales-Led Growth:

• Position our products in a way that resonates with our key customer personas; ensure we always position our products to solve complex problems.
• Partner with Demand Generation to realize funnel and pipeline generation goals.
• Partner with Analyst Relations to continuously drive engagement with key analyst houses for feature and inclusion in key market reports and nurture relationships with key analysts and build trust over time.

Performance Marketing & Product-Led Growth:

• Optimize acquisition, upsell, and retention strategies while driving user engagement across the funnel.
• Be the “center of gravity” for the Global Marketing team–deliver the ‘essence’ of our products to be translated into global and highly targeted campaigns that realize revenue – at scale.
• Implement in-product messaging and user journey optimizations to enhance conversion rates and drive measurable growth.
• Build and mentor a diverse and high-performing product marketing team, fostering a culture of collaboration, innovation, and excellence.
• Partner with executive leadership to identify priorities and influence product roadmaps, ensuring market needs and opportunities are central to decision-making.
• Foster a culture of high quality of hiring for Product Marketing Managers, Strategic Content Developers, pricing and packing teams, sales enablement, among others.

About you

Move together. Raise the bar. Learn fast—grow faster. That’s the default. And here’s what else is needed to succeed in this role:

• Bachelor's degree in Business, Marketing, User Experience Design, or a related field. MBA or advanced degree preferred.
• Proven experience (typically 12+ years) in a leadership role focused on product marketing and business strategy, including monetization of product- and sales-led growth motions operating in a SaaS environment.
• Extensive experience in adapting product pricing and packaging through experimentation and deep knowledge of value drivers.
• Deep understanding of SaaS business models, including B2B and B2C strategies.
• Experience leading analyst relations programs with successful outcomes (e.g., Quadrant/Wave placements, etc.).
• Background in new product development and lifecycle marketing, with a proven ability to influence product roadmaps.
• Excellent communication and interpersonal skills, with the ability to collaborate effectively with cross-functional teams.
• Strong communication and storytelling skills, with experience presenting to executives and managing high-stakes projects.
• Strong leadership and team management capabilities, focusing on mentorship and talent development.
• You have proficiency in leveraging data and analytics to make informed decisions and optimize the customer experience.
• Strong product focus, in particular with releasing new products and existing products.
• Implement automation and AI technologies into day to day operations of the team.
• And passion for the latest marketing technological trends in digital marketing (e.g., AI SEO/Agentic Search Optimization, etc.).
• Strong technical background, familiar with Product cycles and fundamentals.

Semrush is an equal opportunity employer. Building a better future for marketers around the world unites people from all backgrounds. Even if you feel that you don’t 100% match all requirements, don’t be discouraged to apply! We are committed to ensure that everyone feels a sense of belonging in the workplace.