Note: The job is a remote job and is open to candidates in USA. Smartsheet is a company that has empowered teams to manage work seamlessly for over 20 years, and they are seeking a Principal Product Marketing Manager for Vertical Industries. In this role, you will lead the strategic development of industry-specific value narratives and sales-ready content, ensuring Smartsheet maintains its competitive edge in the market.
Responsibilities
- Lead the team's execution of the Smartsheet Value Strategy process for priority verticals
- Define positioning scope, including target segments, industry-specific buyer roles, KPIs, and competitor sets
- Validate buyer value levers and map them to Smartsheet's capabilities to demonstrate differentiated, quantified benefits
- Build vertical Value Impact Models and define the problem Smartsheet owns within each industry
- Develop cross-functional Adoption Plans and validate position hypotheses through direct buyer sessions
- Own ICP definition and target account prioritization for each priority vertical
- Ensure each vertical ICP specifies target industry, company profile, buyer role, KPIs, use case triggers, and compliance context
- Maintain a current CAPDB to provide Sales, SDRs, and ABM teams with precise industry-specific targeting inputs
- Update targeting strategies based on win/loss data, market sizing, and field feedback
- Ensure the pod maintains a living, industry-grounded intelligence base for each vertical, including win/loss analysis tied to target segments, buyers, competitors, and solutions
- Develop and maintain industry-specific buyer journey maps and TAM/SAM sizing by vertical
- Analyze the competitive landscape against category-specific alternatives
- Execute ecosystem mapping of vertical events, associations, analyst communities, specialist partners, and adjacent vendors
- Ensure each priority vertical is supported by a quantified Value Impact Model
- Capture productivity, risk reduction, cost savings, and compliance efficiency drivers meaningful to industry economic buyers
- Anchor C-suite conversations in recognizable industry terms such as clinical trial timeline compression or capital project governance
- Validate models with Customer Success and Professional Services by capturing before-and-after customer data
- Drive marketing adoption for each vertical value strategy
- Test position hypotheses through 1:1 sessions with industry buyers in target segments
- Conduct or commission competitive benchmarking studies specific to each vertical
- Produce messaging guides with copy blocks connecting industry-specific value statements to capabilities and customer proof points
- Integrate messaging into vertical campaign and launch planning
- Manage IC output to ensure each priority vertical has a complete, Highspot-ready sales play package, including industry pitch decks and Customer Outcome Journey (COJ) POVs
- Develop use case messaging guides and battle cards with discovery questions and talking points
- Create discovery slides, value-based proposal templates, and ROI calculators built from vertical Value Impact Models
- Oversee productized PS overlays and ensure all deliverables meet the Sales Ready quality bar
- Partner with Customer Success to validate vertical Value Impact Models through before-and-after customer stories
- Incorporate industry-specific benefits as KPIs within success plans and develop case studies using vertical messaging guides
- Synthesize win/loss analysis and competitive benchmarking to inform Product roadmap prioritization for vertical capabilities
- Define how Smartsheet orients to each priority vertical from a GTM architecture standpoint, including lead-track versus secondary-track use case entry points
- Develop channel and coverage strategies across vertical events, associations, industry media, and specialist partners
- Lead PS and implementation overlays to reduce time-to-value within regulated environments
- Provide critical vertical segment inputs to the Annual Operating Plan (AOP)
- Translate new product capabilities with vertical relevance into industry-specific outcome narratives
- Ensure field activation content is available on a predictable cadence
- Serve as the primary Product Marketing Manager (PMM) voice for assigned verticals during launch planning and go/no-go readiness reviews
Skills
- 10 + years of experience in product marketing, industry marketing, or GTM strategy in B2B SaaS, with at least 2 years managing or mentoring other marketers
- Hands-on experience building industry-specific value propositions, ROI models, and use-case-level messaging grounded in buyer research
- Strong instinct for competitive differentiation — able to identify where Smartsheet has a genuine right to win and sharpen positioning around that claim
- Operational discipline to manage multiple vertical workstreams simultaneously and hold ICs accountable to quality, speed, and measurable impact
- Bachelor's degree required
- Legally eligible to work in the U.S. on an ongoing basis
- Direct experience developing value positioning for complex enterprise buyers in one or more priority verticals (Life Sciences and Manufacturing strongly preferred)
- MBA or advanced degree preferred
Benefits
- Employer subsidized medical/vision and dental coverage for full-time employees
- 401k Match to help you save for your future (50% of your contribution up to the first 6% of your eligible pay)
- Monthly stipend to support your work and productivity
- Flexible Time Away Program, plus Sick Time Off
- US employees are automatically covered under Smartsheet-sponsored life insurance, short-term, and long-term disability plans
- US employees receive 12 paid holidays per year
- Up to 24 weeks of Parental Leave
- Personal paid Volunteer Day to support our community
- Opportunities for professional growth and development including access to Udemy online courses
- Company Funded Perks, including a counseling membership, local retail discounts, and your own personal Smartsheet account
- Teleworking options from any registered location in the U.S. (role specific)
Company Overview