Product Marketing Manager

Product Marketing \& Customer Advocacy Manager

Location: Hybrid - United States (Westham, MA, Cary, NC, or Westfield, IN)

About Us:

We are dealer focused and OEM aligned. We are a leading ERP \& DMS software and solutions provider to dealers and rental companies of heavy equipment. We specialize in working with the construction, mining, forestry, material handling, and agriculture industries. Today, we have over 800 employees, offices on four continents, and customers in over 20 countries. We are privately held, and our headquarters are in beautiful Cary, NC. We are actively seeking talented individuals to join our team and help us aggressively grow our international \& North American footprint for both our 100% cloud-based ERP, DMS, and Rental solutions.

Why work for VitalEdge?

We don’t just sell technology, we enable transformation that results in broader societal benefits like building homes and critical infrastructure, growing food and delivering all sorts of products we all rely on for daily life. We exist to ultimately equip the world to keep running. We have more than 60 years of combined experience and three industry-leading software suites and associated apps, with which we will drive the market forward. It’s an exciting time to work for VitalEdge, join us!

Position Overview:

VitalEdge Technologies is looking for a Product Marketing \& Customer Advocacy Manager to bring our products, capabilities, and customer value to market through clear, compelling messaging and effective go-to-market strategies. This hands-on role is ideal for a curious, customer-focused product marketer who can learn complex B2B software deeply, understand the equipment dealer market, and translate product features into clear reasons for customers to buy.

You will own go-to-market strategy and execution for an assigned portion of the VitalEdge portfolio, including layered applications, rental, telematics, AI, OEM and partner integrations, and other solutions that extend our core ERP and dealer management platforms. You’ll move comfortably between strategy and execution, developing positioning frameworks and competitive messaging while also creating sales materials, launch content, and customer insights. Working closely with Product, Sales, Customer Success, Partnerships, Marketing, and the Director of Product Marketing \& Customer Advocacy, you’ll help bring clarity across teams, strengthen Sales effectiveness, deepen customer understanding, and drive the successful growth of the broader VitalEdge portfolio.

Responsibilities:

Product Positioning and Messaging

• Own positioning, messaging, value propositions, personas, and key use cases for assigned products and solutions.
• Translate technical product capabilities into clear business value for equipment dealers and their teams.
• Develop messaging that works across buyers, influencers, users, dealership sizes, vertical markets, and stages of the customer journey.
• Develop clear positioning for layered applications and adjacent solutions, including how they extend the value of VitalEdge’s core ERP and DMS platforms.
• Maintain consistent product naming, messaging, and customer-facing nomenclature across Marketing, Product, Sales, and Customer Success.
• Keep product messaging current as the portfolio, market, and competitive landscape evolve.

Go-to-market and Product Launches

• Develop and execute go-to-market plans for new products, layered applications, features, integrations, partnerships, and acquired capabilities.
• Partner with Product Management to understand roadmaps, customer problems, product differentiation, and launch priorities.
• Define target audiences, market narrative, launch messaging, sales readiness, content requirements, and customer communications.
• Coordinate cross-functional launch activities across Product, Sales, Customer Success, Partnerships, PR, Demand Generation, and other teams.
• Measure launch adoption and market response, and use the results to improve future programs.

Sales Enablement

• Give Sales practical tools that help them explain value, differentiate VitalEdge, and move opportunities forward.
• Develop product briefs, presentations, battlecards, competitive materials, use-case content, talking points, FAQs, demo narratives, and other enablement assets.
• Create messaging that helps Sales connect layered applications, integrations, and adjacent products to broader customer needs and platform value.
• Partner with Sales and Revenue Operations to understand common objections, competitive pressure, deal friction, and gaps in the buying journey.
• Support sales training for new products, major releases, positioning changes, and competitive developments.
• Help tailor messaging for strategic opportunities and different dealership segments when needed.

Market and Competitive Intelligence

• Build a strong understanding of the heavy equipment software market, dealer priorities, technology trends, competitors, and adjacent solutions.
• Maintain competitive intelligence that helps Product, Marketing, and Sales understand where VitalEdge wins, where competitors are gaining traction, and how the market is changing.
• Gather insights from customer conversations, win/loss feedback, Sales, industry associations, analysts, events, and other market sources.
• Turn market intelligence into useful recommendations rather than simply reporting information.

Customer Insight and Advocacy

• Bring the voice of the customer into product messaging and go-to-market programs.
• Work with Customer Success and the broader Marketing team to identify strong customer stories, proof points, testimonials, references, and case study opportunities.
• Interview customers to understand business challenges, buying decisions, product value, adoption, and outcomes.
• Use customer insights to strengthen positioning, content, lifecycle programs, and sales conversations.
• Support customer advocacy programs, webinars, speaking opportunities, and other customer-led marketing initiatives.

Customer Growth and Lifecycle Marketing

• Develop product marketing programs that support adoption, retention, cross-sell, and expansion within the VitalEdge customer base.
• Partner with Customer Success, Sales, Product, and Demand Generation on targeted campaigns for layered applications, new capabilities, and adjacent products.
• Help customers understand how additional VitalEdge products, integrations, applications, and services connect to their broader technology environment.
• Support communications around major releases, product changes, migrations, and new capabilities.

OEM and Partner Marketing

• Support positioning and go-to-market programs for OEM integrations, technology partners, and strategic alliances.
• Work with Partnerships and Product teams to translate integrations and connected workflows into clear dealer and partner value.
• Develop joint messaging, partner materials, communications, and co-marketing content as appropriate.
• Ensure partner and OEM messaging is accurate, consistent, and aligned with VitalEdge positioning.

Qualifications:

• 5\+ years of experience in product marketing, preferably within B2B software, SaaS, ERP, enterprise applications, or another complex technology environment.
• Demonstrated experience owning product positioning, messaging, launches, sales enablement, and go-to-market programs.
• Experience marketing a portfolio that includes core platforms plus add-on applications, modules, integrations, or adjacent solutions is strongly preferred.
• Strong ability to understand technical products and turn them into clear, differentiated business stories.
• Experience working closely with Product Management and Sales teams.
• Strong writing and communication skills, with the ability to develop both executive-level narratives and detailed sales materials.
• Experience with competitive intelligence, customer research, or win/loss analysis.
• Strong project management skills and the ability to manage multiple launches and priorities at once.
• Comfort working in a growing company where priorities move quickly and people are expected to take ownership.
• Experience in heavy equipment, dealer management software, ERP, rental, fleet technology, telematics, or related industries is helpful but not required.

Work Location \& Hybrid Expectations

This is a hybrid position requiring employees to work onsite at one of the designated office locations. Candidates must reside within the applicable commuting distance of the office or be willing to relocate to the area. The standard onsite expectation is

two days per week

, with additional onsite days as required based on business and/or role-specific needs.

Our Benefits

We believe in supporting our employees both personally and professionally. VitalEdge offers a competitive benefits package including medical, dental, and vision coverage, a 401(k) with company matching, and uncapped PTO designed to give our employees flexibility and support throughout the year.