Product Marketing Manager: Employer Products & GTM



Marketing & Communications, Product
San Francisco, CA, USA
Posted on Wednesday, May 15, 2024

Everyone is welcome at Handshake. We know diverse teams build better products and we are committed to creating an inclusive culture built on a foundation of respect for all individuals. We strongly encourage candidates from non-traditional backgrounds, historically marginalized or underrepresented groups to apply.

Your impact

We're looking for an experienced Product Marketing Manager II to lead the messaging, positioning, and marketing plan for key enterprise employer products. As Handshake enters this exciting new era of always-on branding across students' college-to-career journey, you will partner closely with product management and our creator community to ensure employers recognize the value of attracting early talent to their organization with a steady drumbeat of authentic career-inspiring content.

You will help ensure Handshake’s offerings are differentiated and add value given the needs of target personas and the competitive landscape. You will think deeply about the product offering and the incremental value each feature provides to employers and students. You’re passionate about product naming, messaging, positioning, and metrics that best evaluate our market-fit and overall effectiveness. You’re naturally inclusive, engaging other marketing teams and cross-functional stakeholders early to help implement strong marketing strategies and go-to-market (GTM) plans.

Product Marketing at Handshake is bridge building, every single day. In this capacity, you will be responsible for gathering inputs and formulating powerful product messaging and positioning, thoughtful customer segmentation plays, and working with other teams in sales and marketing to plan awareness, acquisition, and retention initiatives to meet product and sales goals. You’re naturally curious, jumping in to explore and evaluate competitive positioning and doing research to inform product improvements and influence the roadmap direction.

As a Product Marketing Manager II you will report to the Director, Employer Product Marketing | Revenue Readiness. In this role you’ll work with cross-functional teams to define, position, message and meet product adoption goals and revenue targets. You will deliver a regular drumbeat of research, messaging, insights, social proof and claims to support the effective promotion and positioning of products. You will also help guide the product strategy by critically thinking through the customer experience and crafting differentiated value propositions. You will work incredibly closely with Product, Sales, and Marketing. You’re ready to deliver a quality customer experience at every turn, as evidenced by impactful results.

We’re a high energy team with a passion for creating, collaborating, and storytelling. We are looking for an experienced product marketing manager who effortlessly blends strategy with execution, thrives in fast-paced environments, and finds a learning opportunity in every situation. We are eager to find someone who loves writing, editing, and wordsmithing just as much as they love diving into performance analytics that demonstrate ROI for our wonderful customers.

Your role

  • Full-stack product marketing; Inbound strategy to inform the product experience and outbound strategy to drive awareness, acquisition, and retention (holistic GTM plan).

  • Be the voice of the customer back to product management and marketing—bringing in insights from direct client interactions, conferences, events, as well as deep customer and competitive research and analysis.

  • Work closely with Product Management and Employer Marketing to optimize the customer experience—continuously test, refine and optimize the client experience and drive back recommendations to Product Management and Marketing.

  • Be the products’ subject matter expert so other marketing teams can ideate and accelerate at their craft. Be ready to create content, inform landing pages, collaborate on webinars, plan events, and help formulate other demand generation tactics that effectively promote Handshake’s paid employer offerings.

  • Support demand generation programs and employer marketing programs with product information (messaging, product features and capabilities) designed to increase market and revenue share including latest messaging, competitive positioning, and roadmap details.

  • Collaborate with other product marketers, designers, data scientists and industry experts to produce relevant insights and claims that help support effective solution selling to employer audiences across strategic accounts, enterprise accounts, and mid-market accounts.

  • Align closely with GTM sales teams to understand customer sentiment and pains. Partner with account executives on effective storytelling to successfully win and retain business.

  • Work with Product teams to better inform product and pricing/packaging plans.

  • Inspire and support a small but growing team of product marketing managers.

  • Advocate for resources and serve as an evangelist for the customer, customer-first mentality.

Your experience

  • 5-8 years of professional experience with a proven track record of success in product marketing.

  • Experience developing highly effective product positioning, messaging, and marketing collateral to drive awareness, adoption, and loyalty (holistic GTM planning and execution).

  • Ability to build strong working relationships across all levels and functions in the organization, including Product, Engineering, Marketing, Customer Success, and Sales.

  • Proven ability to tell compelling stories for C-level audiences. Evidence of being able to quickly acquire a thorough understanding of the market, the target audience and product and using all of the above to inform and create long-form and short-form assets for enablement, sales, customer success, and customers.

  • Experience creating effective assets and thinking outside the box with video and interactive asset formats and demos.

  • Polished and compelling writing style (revel in the power of words, language, and data visualizations).

  • Data-driven and goal-oriented.

  • Strong analytical skills across multiple types of data from marketing / financial data to product data. You’re comfortable with dashboards and spreadsheets to find insight.

  • Ability to break down ambiguous/complex problems, create discrete workstreams, and deliver a cohesive recommendation.

  • Extremely strong written (storytelling) and verbal communication skills with the ability to deliver simple and actionable analysis and presentations.

  • Proven experience developing influential customer-facing messaging and content that drives action.

  • Self-motivated, organized, and a strategic thinker.

  • Optimistic, low-ego, can-do attitude. Eager to do great work and have fun doing it.

  • Background in experience design, user research and testing is a plus.

  • Background in HR Tech is a plus.

  • Background in branding is a plus (employer branding, talent marketing, recruitment marketing).

  • B2B enterprise product marketing experience is a plus.

  • Bachelor degree or equivalent work experience.

Compensation range

  • $143,000 - $189,000

For cash compensation, we set standard ranges for all U.S.-based roles based on function, level, and geographic location, benchmarked against similar stage growth companies. In order to be compliant with local legislation, as well as to provide greater transparency to candidates, we share salary ranges on all job postings regardless of desired hiring location. Final offer amounts are determined by multiple factors, including geographic location as well as candidate experience and expertise, and may vary from the amounts listed above.

About us

Handshake is the #1 place to launch a career with no connections, experience, or luck required. The platform connects up-and-coming talent with 750,000+ employers - from Fortune 500 companies like Google, Nike, and Target to thousands of public school districts, healthcare systems, and nonprofits. In 2022 we announced our $200M Series F funding round. This Series F fundraise and valuation of $3.5B will fuel Handshake’s next phase of growth and propel our mission to help more people start, restart, and jumpstart their careers.

When it comes to our workforce strategy, we’ve thought deeply about how work-life should look here at Handshake. With our Hub-Based Remote Working strategy, employees can enjoy the flexibility of remote work, whilst ensuring collaboration and team experiences in a shared space remains possible. Handshake is headquartered in San Francisco with offices in Denver, New York, London, and Berlin and teammates working globally.

Check out our careers site to find a hub near you!

What we offer

At Handshake, we'll give you the tools to feel healthy, happy and secure.

Benefits below apply to employees in full-time positions.

  • 💰 Equity and ownership in a fast-growing company.
  • 🍼 16 Weeks of paid parental leave for birth giving parents & 10 weeks of paid parental leave for non-birth giving parents.
  • 💝 Comprehensive medical, dental, and vision policies including LGTBQ+ Coverage. We also provide resources for Mental Health Assistance, Employee Assistance Programs and counseling support.
  • 💻 Handshake offers $500/£360 home office stipend for you to spend during your first 3 months to create a productive and comfortable workspace at home.
  • 📚 Generous learning & development opportunities and an annual $2,000/£1,500/€1,850 stipend for you to grow your skills and career.
  • 💰 Financial coaching through Origin to help you through your financial journey.
  • 🛜 Monthly internet stipend and a brand new MacBook to allow you to do your best work.
  • 🚃 Monthly commuter stipend for you to expense your travel to the office (for office-based employees).
  • 🥗 Free lunch provided twice a week across all offices.
  • 🤝 Referral bonus to reward you when you bring great talent to Handshake.

(US-specific benefits, in addition to the first section)

  • 🏦 401k Match: Handshake offers a dollar-for-dollar match on 1% of deferred salary, up to a maximum of $1,200 per year.
  • 🏝 All full-time US-based Handshakers are eligible for our flexible time off policy to get out and see the world. In addition, we offer 8 standardized holidays, and 2 additional days of flexible holiday time off. Lastly, we have a Winter #ShakeBreak, a one-week period of Collective Time Off.
  • 🍼 Lactation support: Handshake partners with Milk Stork to provide a comprehensive 100% employer-sponsored lactation support to traveling parents and guardians.

(UK-specific benefits, in addition to the first section)

  • 🏦 Pension Scheme: Handshake will provide you with a workplace pension, where you will make contributions based on 5% of your salary. Handshake will pay the equivalent of 3% towards your pension plan, subject to qualifying earnings limits.
  • 🏝 Up to 25 days of vacation to encourage people to reset, recharge, and refresh, in addition to 8 bank holidays throughout the year.
  • 🤝 Regular offsites each year to bring the team together + opportunity to travel to our HQ in San Francisco.
  • 🛍️ Discounts across various high street retailers, cinemas and other social activities exclusively for Handshake UK employees.

(Germany-specific benefits, in addition to the first section)

  • 🏝 25 days of annual leave + 5 days of a winter #ShakeBreak, a one-week period of Collective Time Off across the company.
  • 🤝 Regular offsites each year to bring the team together + opportunity to travel to our HQ in San Francisco once a year.
  • 🧘 Urban sports club membership offering access to a diverse network of fitness and wellness facilities.
  • 🛍️ Discounts across various high street retailers, cinemas and other social activities exclusively for Handshake Germany employees.

For roles based in Romania: Please ask your recruiter about region specific benefits.

Looking for more? Explore our mission, values and comprehensive US benefits at

Handshake is committed to providing reasonable accommodations in our recruitment processes for candidates with disabilities, sincerely held religious beliefs or other reasons protected by applicable laws. If you need assistance or reasonable accommodation, please reach out to us at