Propel
Founding Product Marketing Lead - AI SaaS
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Product Marketing Lead – AI SaaS
Product Marketing Lead | Founding PMM Hire | AI-Native SaaS | London (Hybrid)
THE COMPANY
This is a rare opportunity to join a profitable, fast-growing AI-native SaaS business at a genuinely interesting point in its journey.
- They've built a product customers love, the G2 reviews speak for themselves and have grown to around 130 people without losing sight of sustainable growth.
- They've also been named one of Best Places to Work.
But here's what makes this opportunity particularly interesting for a Product Marketer:
- The product has evolved faster than the way the business takes it to market.
- What was once known primarily as a point solution has developed into a much broader AI-powered platform.
- There is a bigger story to tell, new markets and customer segments to explore, and an opportunity to sharpen how the business positions itself for its next phase of growth.
At the same time, Marketing is being rebuilt. There is real investment behind the function, with several key hires being made, but Product Marketing has never had a dedicated owner.
That's where you come in.
THE ROLE
This is the first dedicated Product Marketing hire and an opportunity to build the function rather than inherit someone else's playbook.
- Product Marketing already happens across Product, Sales, Customer Success and Marketing. Your first job won't be to rip everything up and start producing assets. It'll be to understand what's working, identify what's missing and decide what Product Marketing needs to become for this business.
- You'll own the traditional PMM foundations positioning, messaging, GTM, launches, competitive intelligence and sales enablement but the ambition for this role goes considerably further.
They want Product Marketing upstream.
- You'll bring customer, market and commercial insight into Product conversations early enough to influence what gets prioritised, which opportunities are worth pursuing and what genuinely deserves GTM investment rather than simply being handed a finished feature and asked to launch it.
- You'll also own the Customer Marketing piece, helping ensure that a successful launch doesn't stop at acquisition: customers understand the value, adopt the product, use more of it and ultimately become advocates.
You'll be:
- Defining the Product Marketing function from the ground up auditing what's already there, identifying the biggest gaps and building the processes and foundations that matter most.
- Sharpening positioning and messaging as the product evolves from what the market historically knew it for into a broader AI-powered platform.
- Bringing customer, competitor and commercial insight upstream into Product, helping challenge assumptions and influence roadmap and prioritisation.
- Creating a smarter approach to GTM and launch prioritisation, deciding which launches warrant significant investment and which don't.
- Leading major product and feature launches end to end, from market insight and positioning through to GTM, enablement, adoption and measurement.
- Building the competitive intelligence and win/loss capability, turning insight into better Product, positioning and commercial decisions.
- Giving Sales the narrative, tools and confidence to win from messaging and battlecards to objection handling, competitive positioning and enablement.
- Mapping the customer journey and identifying opportunities to improve activation, adoption, retention and expansion.
- Building customer evidence and advocacy through case studies, testimonials, reviews and customer insight.
- Using AI creatively to accelerate how Product Marketing works from research and customer insight to competitive intelligence, messaging and repeatable workflows.
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This is a hands-on role today, but it doesn't have to stay that way. You'll have the opportunity to prove the value of Product Marketing, shape what the function becomes and potentially build a team around it as the business grows.
THE PERSON
We're much more interested in what you've built than the title you've held.
- You might currently be a Senior Product Marketing Manager, Product Marketing Lead, a Head of Product Marketing in a smaller company, or have previously been the first PMM somewhere. What matters is that you've experienced the messy bit.
- You've walked into an environment where Product Marketing wasn't fully established. The processes weren't all there. Stakeholders had different ideas about what PMM should own. And rather than waiting for someone else to create the structure, you helped build it.
- You're commercially minded. You don't measure great Product Marketing by the number of launches completed or battlecards produced; you care about what changed as a result — pipeline, revenue, win rate, adoption, retention or expansion.
- You're also comfortable challenging thinking. If Product wants to invest heavily in something but the customer and commercial evidence doesn't support it, you'll ask the difficult question rather than simply create the launch plan.
- And you'll need the communication skills and credibility to bring Product, Sales, Customer Success, Marketing and senior leadership with you.
You'll probably be a great fit if you've:
- Built or materially transformed Product Marketing capability in a B2B SaaS startup or scale-up.
- Created PMM foundations from scratch whether that's positioning, messaging, GTM processes, launch frameworks, customer insight, competitive intelligence or enablement.
- Worked upstream with Product, using customer and market evidence to influence decisions rather than only supporting launches downstream.
- Taken products or propositions to market end to end and can point to measurable commercial or customer outcomes.
- Built strong relationships with Sales and created enablement that actually changes how commercial teams sell.
- Worked beyond launch into customer adoption, engagement, advocacy, retention or expansion.
- Operated successfully in ambiguity and are comfortable deciding what needs doing rather than waiting for a predefined playbook.
- Used AI meaningfully in your own work building workflows, automating research or finding genuinely useful ways to make yourself and the wider business faster and smarter.
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You don't need to have held a “Founding PMM” title before. You do need to think like one.
WHY THIS ONE?
There are plenty of Product Marketing jobs where you'll inherit a mature function, established processes and a roadmap of things to launch. This isn't one of them.
This is an opportunity to join a business with a proven product, real customers, profitability and ambitious plans while Product Marketing itself is still a blank enough canvas for one person to have a disproportionate impact.
You'll get to answer some genuinely interesting questions:
- How should this product be positioned for its next stage of growth?
- Where should the business compete and where shouldn't it?
- Which customer problems represent the biggest commercial opportunities?
- What deserves a major launch?
- How should customer insight influence Product?
- What does brilliant Product Marketing actually look like here?
And then you'll get the autonomy to help build it.
WHAT'S ON OFFER
- Circa £100k, depending on experience
- 25 days holiday plus public holidays
- Private medical, dental and vision insurance
- Income protection insurance
- MacBook and the software/tools you need
- Hybrid working from their London office ideally 3 but minimum 2 days per week
- Employee Assistance Programme
- Compassionate leave policy
- Monthly socials with a team that genuinely likes each other
Keen to find out more?
If you're a Product Marketer who gets excited by building the machine rather than simply operating one that's already there, I'd love to hear from you.
This search is being managed by Propel. Get in touch with Sinead Willis or apply in confidence.
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