Senior Product Marketing Manager

About the Role

12twenty is seeking a Senior Product Marketing Manager to own product marketing for a dedicated line of business. You’ll connect Product, Sales, Customer Success, and Marketing, building a deep understanding of our products and turning that knowledge into clear value propositions, effective sales enablement, and thoughtful go-to-market plans.

You’ll operate at both strategic and executional levels, helping us sharpen our positioning, prepare our teams, and bring products to market with a clear understanding of who they’re for and why they matter.

We’re looking for someone who asks good questions, gets close to customers, and can turn complex capabilities into a compelling answer to “Why should I care?”

What You’ll Do

Product Understanding, Positioning & Value Propositions

• Build deep knowledge of the products within your line of business, including their capabilities, use cases, limitations, and customer outcomes.

• Work closely with Product to understand what’s available today, what’s coming next, and what those developments mean for customers.

• Own product positioning and value propositions grounded in customer needs, buying behavior, and competitive differentiation.

• Translate product capabilities into clear benefits tailored to specific ICPs, personas, and use cases.

• Partner with Marketing to develop clear, compelling go-to-market messaging grounded in product value, customer insights, and the broader 12twenty narrative.

• Validate product claims and develop the customer evidence and proof points that support them.

Go-to-Market Strategy & Launch Planning

• Own the go-to-market plan and launch calendar for your line of business, aligning timing and priorities with Product and go-to-market partners.

• Determine the appropriate launch approach for new products and features based on customer relevance, business opportunity, and team readiness.

• Partner with Product, CS, Sales, and Marketing to define target audiences, launch goals, packaging considerations, responsibilities, and success metrics.

• Coordinate launch readiness, including value propositions, enablement, customer communications, and the information teams need to sell and support the offering.

• Evaluate performance after launch and use customer feedback, adoption signals, and sales findings to improve the approach.

Sales & Customer Enablement

• In partnership with Marketing create and maintain practical enablement materials, including sales guides, decks, battlecards, use cases, objection handling, and competitive talking points.

• Partner with Sales and BDRs to understand where conversations stall and what would help buyers move forward.

• Deliver training that helps teams confidently explain product value, demonstrate relevant capabilities, and address customer questions.

• Equip CS with the information needed to communicate new capabilities and help customers understand their value.

• Gather feedback on enablement materials, track their use, and improve them based on what teams need in real conversations.

Market & Customer Intelligence

• Maintain a strong understanding of customer needs, buying behavior, decision criteria, and alternatives within your line of business.

• Conduct customer and buyer interviews, review sales conversations, and lead win/loss research to uncover what influences purchasing decisions.

• Refine ICPs, personas, and priority use cases based on evidence.

• Monitor competitive offerings, positioning, and market developments, translating findings into actionable guidance.

• Bring customer and market insights into product planning, positioning, and launch decisions.

What Success Looks Like

• Clear, differentiated value propositions help buyers understand why 12twenty is relevant to their needs.

• Sales and CS use the materials you build and confidently communicate product value.

• An agreed launch calendar keeps Product and go-to-market teams aligned on priorities, timing, and readiness.

• Launches have defined goals, measurable results, and follow-through after the announcement.

• Customer and competitive insights consistently inform product and go-to-market decisions.

• Your work contributes to stronger sales conversations, product adoption, and customer value.

Who You Are

• 5+ years of experience in B2B SaaS product marketing, ideally in multi-sided platforms or HR/edtech.

• A proven track record of developing value propositions, launching products, and enabling sales.

• Curious and thorough, with the ability to learn complex products and explain their value clearly.

• A strategic thinker and strong communicator who can influence cross-functional partners and move work forward.

• Comfortable using customer research and performance data to make decisions, test assumptions, and adjust your approach.

• Equally comfortable building a launch plan, writing a sales guide, and delivering a training session.

• Able to bring structure to ambiguity and prioritize the work that will have the greatest impact.

• Someone who cares whether teams use what you build and whether customers understand the value.

Passionate about helping students, universities, and employers succeed.

Why Join Us?

At 12twenty, we’re building the intelligence-driven platform that helps students launch meaningful careers and employers connect with top talent. With a loyal customer base, a strong product foundation, and new innovations coming to market, this is an opportunity to shape how customers understand, buy, and benefit from our products.

You’ll have meaningful ownership, close collaboration with Product and go-to-market teams, and the opportunity to build work that makes a difference in the field.

Annual compensation: Up to $150,000