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


The Profile We're Looking For

  • 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 Opperations

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


About AvidXchange


AvidXchange is a leading provider of accounts payable ("AP") automation software and payment solutions for middle-market businesses and their suppliers. By trade, we are a technology company, but if you ask anyone who works here, they'll tell you our people are at the core of who we are. At AvidXchange, mindset is everything. We are Connected as People, Growth Minded, and Customer Obsessed. These three mindsets represent our culture – who we are, who we've always been, and they guide us to improve every day. Since our founding in 2000 in Charlotte, NC, we've created a company of over 1,500 teammates working across the U.S., or remotely. AvidXchange is proud to be Certified™ as a Great Place to Work®. The prestigious recognition is based on anonymous data from our teammates and makes official what our teammates have known for years – that AvidXchange is a Great Place to Work®.

Who you are:

  • A go-getter with an entrepreneurial mindset – that means you are not afraid of taking risks, winning big or facing the unknown.
  • Someone who understands that business is people centric. Connecting with others as humans first allows you to develop mutually beneficial working relationships.
  • Focused on making a difference for our customers. AvidXchange exists to help solve complex problems for our customers so we can all realize our potential.

What you'll get:

AvidXchange teammates (we call them AvidXers) get the perks and prestige of a growing tech company paired with the flexibility of a founder-led startup. We help our AvidXers develop as professionals and as human beings, providing work/life balance, development programs, and competitive benefits. At AvidXchange, we are building more than a tech company – we are building an experience. We remain committed to a culture where you can fully be 'you' – connected with others, chasing big goals, and making a meaningful impact. If you want to help us grow while realizing your potential and creating stories you'll tell for years, you've come to the right place.

AvidXers enjoy:

  • 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 Heath Plan Option that has $0 monthly premium for teammate-only coverage
    • 100% AvidXchange paid Dental Base Plan Coverage
    • 100% AvidXchange paid Life Insurance
    • 100% AvidXchange paid Long-Term Disability
    • 100% AvidXchange 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 AvidXchange**
  • Discounts on Pet, Home, and Auto insurance
  • WeeCare 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.

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