Senior Product Marketing Manager, GTM Strategy

About the Role

We are looking for a rare operator‑strategist: someone who can develop the full go‑to‑market blueprint for our invoice and payment solutions — and then roll up their sleeves to execute it. This role sits at the intersection of marketing, sales, finance, and product, and serves as the connective tissue that brings new payment solutions to market and drives expansion upmarket.

If you’re the type of person who geeks out on TAM/SOM modeling in the morning, writes positioning narratives in the afternoon, and preps sales enablement for a new offer by end of day – this role was built for you.

What You’ll Do

Market Strategy & Segmentation

• Define and maintain TAM/SOM/SAM models to size market opportunity across middle market and upmarket segments

• Develop and continuously refine Ideal Customer Profiles (ICPs) – identifying new buying personas, verticals, and whitespace opportunities

• Lead competitive intelligence efforts to identify differentiation strategies and market positioning advantages

Positioning & Messaging

• Own the core positioning and messaging architecture for the specific market segments

• Craft compelling narratives tailored to CFOs, Controllers, and finance leaders that emphasize efficiency, control, and visibility

• Develop differentiated messaging frameworks for new ICPs as the company expands upmarket

Pricing, Packaging & Promotions

• Partner with Product and Finance to develop pricing and packaging strategies that drive adoption and expansion revenue

• Design promotional offers and competitive win‑back programs in collaboration with Sales

• Establish with Product and Revenue Operations guardrails and approval frameworks for field‑level discounting and custom deal terms

Go‑to‑Market Execution

• Lead end‑to‑end GTM planning and launch execution for new products, features, and market entries

• Develop launch playbooks that coordinate across marketing, sales, product, and rev ops

• Define success metrics, track performance, and iterate GTM strategy based on pipeline and win/loss data

Sales Enablement

• Develop segment‑specific pitch narratives and ROI tools that help reps close faster in competitive deals

• Partner with Sales Enablement to operationalize content in Salesforce, Marketo or equivalent platforms

Cross‑Functional Leadership

• Serve as the GTM quarterback across Marketing, Demand Gen, Sales, Finance, Product, and Rev Ops

• Align stakeholders on GTM strategy, prioritization, and readiness before every launch or campaign

• Present GTM plans and performance to executive leadership and influence resource allocation decisions

Who You Are

• MBA preferred; highly analytical and comfortable in spreadsheets as much as slide decks

• You understand GTM holistically — not just marketing, but how it connects to sales motion, pipeline generation, and revenue outcomes

• You're a strategic thinker who executes; you don't hand work off — you build it, ship it, and measure it

• You move fast. You thrive in environments where speed matters and ambiguity is the norm

• You're competitive by nature — you study the market, know the players, and are motivated to win

• You aspire to a Chief Strategy Officer, CMO, or CRO seat and see this role as your proving ground

Required Qualifications

• 5–8+ years of experience in product marketing, GTM strategy, or a hybrid strategy/marketing role at a B2B SaaS company

• Demonstrated experience owning positioning, messaging, and launch execution — not just contributing to them

• Strong analytical skills: comfortable with TAM modeling, cohort analysis, win/loss analysis, and pipeline metrics

• Experience developing sales enablement materials that are actually used by reps (scripts, battle cards, ROI tools)

• Proven cross‑functional leadership: you've aligned sales, product, and finance behind a GTM plan

• Fintech, payments, AP automation, or CFO‑persona experience is a strong plus

• MBA from a top‑tier program preferred; exceptional candidates without an MBA will be considered

Your Cross‑Functional Partners

• Sales
  • Co‑develop scripts, offers, and objection handling; align on ICP and target segments
• Demand Gen
  • Provide positioning and offers that fuel campaign execution and pipeline generation
• Product
  • Feed market insights into roadmap, pricing collaboration, lead launch readiness and GTM packaging
• Finance
  • Partner on pricing strategy, promo economics, and deal desk structure
• Revenue Operations
  • Align on funnel metrics, pipeline attribution, and enablement tooling

Why This Role, Why Now

• We are at an inflection point expanding upmarket and this is a transformational GTM challenge that requires exactly this skill set
• You will have executive visibility and real ownership, not just a seat at the table
• The payments and AP automation space is growing rapidly and competitively — your work will have immediate, measurable impact on revenue
• This is a career‑defining role for someone on a path to CMO, CRO, or CSO

Benefits

• 18 days PTO*
• 11 Holidays (8 company‑recognized & 3 floating holidays)
• 16 hours per year of paid Volunteer Time Off (VTO)
• Competitive Healthcare
  • High Deductible Health Plan Option that has $0 monthly premium for teammate‑only coverage
  • 100% company paid Dental Base Plan Coverage
  • 100% company paid Life Insurance
  • 100% company paid Long‑Term Disability
  • 100% company paid Short‑Term Disability
  • Employee Assistance Program (EAP) – provides counseling services, legal and financial consultations and health advocacy for teammates and their eligible dependents
  • Onsite Health Clinic with Atrium Health – available to teammates and their eligible dependents
• 401(k) Match: 100% match on the first 3% of your salary, plus 50% match on the next 2%
• Parental Leave: 8 weeks 100% paid by company
• Discounts on Pet, Home, and Auto insurance
• WiiCare Childcare Service: helps teammates find affordable daycare, childcare, and tutors 40% less expensive than traditional daycare centers
• Perks at Work: free discount program that provides teammates the opportunity to save on items from electronics, movie tickets, car buying, vacations, and more
• Onsite gym fitness center, yoga studio, and basketball court
• Tuition Reimbursement up to the federal maximum of $5,250
• Hybrid Workplace Flexibility
• Free parking

*Fully granted from beginning of year, pro‑rated if hired mid‑year

Must be full‑time for at least 3 months

Must be full‑time for at least one year

Equal Employment Opportunity

AvidXchange is an equal opportunity employer. AvidXchange is committed to equal employment opportunity in accordance with applicable federal, state, and local laws. AvidXchange will not discriminate against applicants for employment on any legally recognized basis. This includes, but is not limited to veteran status, race, color, religion, sex, sexual orientation, gender identity, gender expression, national origin, age and physical or mental disability.