WSO2
Director of Product Marketing
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About the Role
We are seeking an ambitious, highly technical, and growth-oriented Director of Product Marketing to lead the global product marketing strategy for our Identity and Access Management (IAM) and Customer Identity (CIAM) Business Unit. This is a unique opportunity for a dynamic marketing leader who bridges the gap between deep technical architecture and high-impact commercial execution. You will act as the core storyteller, growth catalyst, and technical advocate for our enterprise IAM and SaaS offerings.
Reporting to the General Manager of the IAM Business, you will drive product positioning, developer-focused marketing pipelines, and absolute visibility across modern digital search ecosystems.
Core Responsibilities
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Technical Positioning & Messaging: Translate complex identity engineering concepts (OAuth 2.0, OIDC, SAML, Passkeys, decentralized identity, and zero-trust architectures) into highly compelling business value propositions and technical content for developer, architect, and CISO audiences.
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Product-Led Growth (PLG) & SaaS GTM: Drive customer acquisition and conversion strategies for our SaaS-native IAM solutions, continuously optimizing developer onboarding funnels, self-service loops, and developer ecosystem engagement.
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Digital Visibility (SEO & GEO): Architect and execute an advanced organic discoverability strategy. This goes beyond traditional Search Engine Optimization (SEO) to focus intensely on Generative Engine Optimization (GEO), ensuring our products dominate the answers served by LLMs, AI search engines, and developer-focused AI tools.
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High-Impact Content Generation: Act as a primary technical author and content engine. Produce developer guides, authoritative whitepapers, semantic-level architectural breakdowns, comparison matrices, and high-quality blog posts that position our platform against legacy competitors.
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Analyst Relations & Industry Mindshare: Serve as the primary interface for strategic Analyst Relations. Drive ongoing briefings, inquiries, and technical advisory sessions to maximize visibility and secure leadership positions across major industry evaluations (e.g., Gartner Magic Quadrants, Forrester Waves, and KuppingerCole Leadership Compasses).
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Market & Competitive Intelligence: Lead global market research, trend tracking, and granular competitor analysis across the enterprise IAM and CIAM landscapes. Establish a programmatic Win/Loss analysis model to continuously refine our product differentiators, intercept legacy market displacements, and map out shifting customer evaluation behaviors.
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Sales & Partner Enablement: Lead cross-functional alignment with Product Management, Sales Engineering, Developer Relations, and the Business Development teams. Translate architectural roadmap signals into high-impact commercial assets, including enterprise pitch decks, technical data sheets, sales and partner certifications, and customer case studies to empower global field sales, inbound teams, and partner networks.
Key Metrics & Performance Indicators
Organic & Generative Visibility
- Rankings on core target technical terms across Google/Bing (SEO), share-of-voice/citations within AI search engines (GEO), and Analyst Share of Voice / Analyst Positioning.
Content Performance
- Technical blog engagement, developer portal traffic, guide downloads, and impact on pipeline.
SaaS PLG & Funnel Optimization
- Accelerate growth in self-service developer signups, trial conversion rates, product-led expansion loops, and reduced Customer Acquisition Costs (CAC).
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Sales Enablement
- Timely rollout of refreshed seller toolkits, vertical assets (case studies/datasheets), and technical sales play certification paths.
Go To Market
- Drive scalable inbound, outbound and hybrid programs across product use cases and verticals.
Ideal Candidate Profile
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Deep Technical Roots: Background as a software engineer, solutions architect, technical writer, or developer advocate. You shouldn't just write about APIs and security policies-you should deeply understand how they function.
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Identity Domain Expertise: Solid familiarity with Workforce IAM and Customer IAM (CIAM) dynamics, B2B user onboarding, authentication/authorization protocols, and SaaS multi-tenancy constraints.
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Marketing Expert: An exceptional communicator who knows how to structure content, analyze developer audience behavior, and convert technical clarity into brand affinity and market leadership.
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Forward-Thinking SEO/GEO Practitioner: Obsessed with how technical practitioners discover software today-moving fluidly from traditional Google search to AI agents, Claude, ChatGPT, and GitHub Copilot discovery modes.
Requirements & Experience
- 5+ years of experience in product marketing, developer relations, or technical product management within the enterprise cybersecurity, B2B SaaS, API management, or identity space.
- Proven portfolio of high-impact technical written content (blogs, tutorials, documentation, architecture blueprints).
- Strong understanding of the global landscape, ready to work across time zones spanning the US, Europe, and APAC regions.
- Bachelor’s degree in Computer Science, Computer Engineering, Marketing with a technical track, or equivalent practical industry experience.
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