Senior Director, Product Marketing Deutschland

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OVERVIEW ALLPLAN is a global provider of BIM design software for the AEC industry. True to our “Design to Build” claim, we cover the entire process from the first conceptto final detailed design for the construction site and for prefabrication. Allplanusers create deliverables of the highest quality and level of detail thanks to leanworkflows. ALLPLAN offers powerful integrated cloud technology to support interdisciplinary collaboration on building and civil engineering projects. Around theworld over 600 dedicated employees continue to write the ALLPLAN success story. Headquartered in Munich, Germany, ALLPLAN is part of the NemetschekGroup which is a pioneer for digital transformation in the construction sector.

TASKS

Define and drive the go-to-market (GTM) strategy for all product lines, ensuring alignment with company goals and customer segments in the building & design industry.

Partner with Product, Sales, and Customer Success to shape the product roadmap based on market insights and customer feedback.

Lead positioning, messaging, and value proposition development for each product, ensuring differentiation in a crowded SaaS market.

Conduct competitive landscape analysis, tracking market trends, emerging technologies (e.g., BIM, AI in design), and new entrants.

Develop and manage the annual marketing plan and budget to achieve revenue, retention, and adoption targets.

Translate complex technical features into clear, benefit-driven narratives tailored to architects, designers, engineers, and construction managers.

Develop persona-based messaging for key buyer roles (e.g.Design Directors, BIM Managers, Construction Technology Officers).

Create industry-specific use cases and storytelling assets showing real ROI (e.g.time saved, collaboration efficiency, design accuracy).

Ensure brand consistency and technical credibility across all materials, from website copy to sales decks.

Go-To-Market Execution

Lead all product launches, coordinating cross-functionallybetween Product, Sales, Customer Success, and Demand Gen.

Develop and manage launch frameworks, timelines, and success metrics (e.g., adoption, pipeline influence, activation).

Partner with Sales Enablement to produce launch kits, battlecards, and objection handling guides.

Track launch performance analytics and refine strategies based on adoption data.

Own the Voice of Customer (VoC) program to gather insights through interviews, surveys, win/loss analysis, and customer advisory boards.

Build andmaintaina market segmentation model,identifyinggrowth opportunities within architecture, engineering, and construction verticals.

Produce competitive analysis reports and industry trend briefings for executive leadership.

Content, Campaigns & Brand

Oversee thought leadership and content strategy targeting the building & design community (whitepapers, webinars, case studies).

Partner with Demand Generation on ABM campaigns and industry event strategy (trade shows, design expos, conferences).

Collaborate with Product and Customer Success to build customer success stories and measurable impact studies.

Build and mentor a high-performing product marketing team, including specialists in messaging, enablement, and market intelligence.

Foster cross-functional collaboration with Product, Sales, and Customer Success teams.

Establish repeatable playbooks and processes for launches, messaging, and market research.

Develop a culture of customer empathy and continuous learning across the team.

PROFESSIONAL REQUIREMENTS

Bachelor’s degree in Marketing, or related fieldrequired;MBA orMaster’s degree in Marketingpreferred

Familiarity with AEC (Architecture, Engineering, Construction) or design technology industries is a strong plus.

5-7+ years of progressive experience in B2B marketing, with at least 5+ yearsofproduct marketing leadership roles.

Proven experience leading GTM (Go-to-Market) strategy for SaaS products, ideally in the building, construction, or design technology space (e.g., BIM, CAD, design collaboration, project management tools).

Demonstrated success driving product adoption, expansion, and retention in enterprise and mid-market segments.

Experience collaborating closely with Product Management, Sales, and Customer Success to align product positioning with customer needs.

Prior experience managing and scaling a cross-functional marketing team (messaging, enablement, research, and content).

Strongtrack recordin launching new products/features, including pricing, packaging, and positioning strategy.

Expert in market segmentation, buyer persona development, and value proposition design.

Proficiencywith marketing and analytics platforms (e.g., HubSpot, Salesforce, Marketo, Looker, or similar).

Familiarity with product analytics tools (e.g., Pendo, Amplitude,Mixpanel) for adoption and engagement metrics.

Understanding ofdesign and building software ecosystems, such as Revit, AutoCAD, Rhino, SketchUp, or BIM 360 (advantageousfor credibility with target audience).

Strong understanding of SaaS business models, pricing structures, and customer lifecycle metrics (CAC, LTV, churn, expansion ARR).

WHAT WE OFFER

The opportunity to shape the product vision of a TecDAX-listed technology leader at the forefront of AEC industry digital transformation.

The chance to drive meaningful impact on the future of the built environment through innovative, AI-powered, and cloud-enabled solutions.

A collaborative, international work environment with dedicated professionals and diverse, challenging projects.

Attractive opportunities for professional growth and development.

Join ALLPLAN and play a leading role in redefining how the world designs and builds. If you are a strategic thinker, inspiring leader, and passionate about delivering transformative technology to the AEC industry, we want to hear from you.

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