Vice President of Product & Customer Marketing

Our client Filevine is looking for a Vice President of Product and Customer Marketing. See details below.

Vice President of Product \& Customer Marketing

Location:

Onsite: Salt Lake City, UT / San Francisco, CA / Chicago, IL

Reports to:

Chief Growth Officer

About Filevine

Filevine is a Legal AI company delivering Legal Operating Intelligence for the future of legal work. Grounded in a singular system of truth, Filevine brings together data, documents, workflows, and teams into one unified platform where modern legal work happens with clarity and consistency.

Powered by LOIS, the Legal Operating Intelligence System, Filevine connects context across every matter to transform legal operations from reactive to proactive. LOIS reads, understands, and reasons across your data to surface insight, automate complexity, and give professionals the clarity and confidence to see more, know more, and do more. Fueled by a team of exceptional collaborators and innovators, Filevine's rapid growth has earned AI awards and recognition from Deloitte and Inc. as one of the most innovative and fastest-growing technology companies in the country.

The Opportunity

As the VP of Product \& Customer Marketing, you will own how Filevine's products win in-market, from initial evaluation through expansion and advocacy. This is an equal parts leadership strategy role and hands-on building role. You will set the vision, define the playbooks, and build the team, but you will also be the one drafting the positioning doc, writing the battlecard, and pressure-testing the demo script before it ships. Your role is to bridge the gap between advanced AI engineering and the real-world needs of legal professionals, translating technical capabilities into product-specific value propositions that drive pipeline, adoption, and revenue growth. You will partner closely with Sales, Product, Customer Success, and Demand Generation to ensure every launch lands, every rep is armed, and every customer sees a clear path to expanded value. This is a rare opportunity to join a category leader as we scale, winning the trust of litigators, corporations, and government agencies alike.

Key Responsibilities

1\. Product Positioning \& Messaging

• Differentiated Value Propositions:

Collaborate with brand and product teams to define positioning, messaging frameworks, and proof points for each Filevine product, solution, and AI capability, tailored to target personas from solo practitioners to Big Law executives and corporate legal departments.

• AI Translation:

Convert complex agentic AI capabilities into clear, ROI-driven value propositions that resonate with legal professionals at every level.

• Use Case Activation:

Develop and activate core use-case messaging that connects Filevine's capabilities to specific, measurable outcomes for each target segment.

2\. Launches \& Go-to-Market Orchestration

• GTM Execution:

Own the end-to-end strategy and cross-functional execution for product launches, including launch tiers, release strategy, and coordinated rollout across Sales, Product, RevOps, and Customer Success.

• Brand Partnership:

Collaborate with the VP of Brand to ensure every new product launch fits thoughtfully into the overall brand narrative, so product-level messaging reinforces and strengthens the company story rather than fragmenting it.

• Campaign Alignment:

Partner closely with Demand Gen and Growth to ensure campaigns map to product priorities, ICPs, and revenue targets.

3\. Cross-Functional Enablement \& GTM Alignment

• Voice of the Customer to the Field:

Serve as the connective tissue between customer insights and go-to-market teams. Synthesize feedback from win/loss analysis, customer conversations, and usage data into clear, actionable guidance that informs how Sales, CS, and Partners talk about Filevine.

• Positioning Collaboration:

Partner with the Enablement team to co-develop product positioning materials, messaging guides, and competitive resources that reflect current market dynamics and real customer language.

• Unified GTM Language:

Ensure Sales, Marketing, and Product speak the same language for every launch and campaign. Own the messaging foundation that Enablement, Demand Gen, and field teams build from, so positioning is consistent from pitch deck to product demo to customer conversation.

• GTM Content Strategy:

Identify and prioritize the key content deliverables, such as whitepapers, case studies, competitive briefs, and product narratives, that will have the greatest impact on pipeline and deal velocity for each launch and campaign. Own the content roadmap that connects product marketing output to measurable GTM outcomes.

• Evangelism:

Develop high-impact collateral, including demos, whitepapers, and workshops, that educates customers, prospects and partners on Filevine's AI value.

4\. Customer Marketing \& Lifecycle Growth

• Advocacy \& References:

Build a world-class customer bench that turns Filevine's power users into vocal advocates and case study stars. Design and scale structured advocacy programs, including advisory boards, champion networks, peer reference programs, and user communities, that create a reliable engine for social proof, references, and co-marketing opportunities.

• Customer Intelligence:

Establish systematic listening loops through win/loss interviews, QBR insights, NPS and CSAT feedback, support trends, and direct customer conversations to surface the voice of the customer across the organization. Translate customer intelligence into actionable inputs for product roadmap, messaging refinement, and expansion plays.

• Expansion Strategy:

Collaborate with the Revenue team to identify "white space" within the customer base, driving upsell and cross-sell motions tied to product adoption milestones and informed by customer health and usage data.

• Lifecycle Programs:

Own renewal support, onboarding messaging, adoption campaigns, and user group programs that increase customer LTV and reduce churn.

5\. Market Intelligence \& Competitive Edge

• Competitive Intelligence:

Establish a battlecard culture. Build a robust CI function that delivers actionable battlecards and win/loss insights, ensuring every customer-facing employee knows how to win against legacy case management software and emerging AI point solutions.

• Market \& Behavioral Analysis:

Deeply understand legal market trends, customer requirements, usage patterns, and buying behavior to identify new market opportunities for Filevine's AI offerings and inform product roadmap priorities.

6\. Leadership \& Team Development

• Define the Machine:

Set the team's overarching strategy, budget, and OKRs. Build a high-performance culture that values both high-level strategy and meticulous craft.

• Lead from the Front:

Model the standard by staying close to the work. You will personally author key deliverables, join customer calls, attend sales QBRs, and maintain a direct line to how the product is being positioned and received in the field.

• Scale the Org:

Mentor and grow a team of PMMs, GTM managers, and customer marketers. Know when to delegate and when to pick up the pen yourself.

• Budgetary Oversight:

Manage the PMM/Customer Marketing budget, ensuring every dollar spent correlates to pipeline velocity, product adoption, or customer LTV.

Key Metrics You'll Own

• Pipeline influenced and campaign ROI
• Win rate improvement
• ACV and expansion revenue
• Product and feature adoption rates
• Customer advocacy engagement (advisory board participation, reference volume, case study pipeline)

Qualifications

• Professional Experience:

10\+ years of marketing experience in B2B SaaS or tech, with at least 5\+ years in leadership roles managing high-performing Product and Customer Marketing teams.

• Obsessive Market \& Customer Curiosity:

You are the person who listens to every call you can get your hands on, proactively calls customers to learn their friction points firsthand, and stays ahead of what's next by devouring industry publications.

• The Player-Coach DNA:

You must be a practitioner-leader who operates at the strategy table and at the keyboard with equal comfort. We are looking for a prolific writer who has personally authored foundational product messaging, technical whitepapers, and high-stakes sales enablement materials within the last 24 months. You don't just review the work; you do the work.

• Strategic GTM Mastery:

Expert-level ability to design and execute global go-to-market strategies, including product launches, pricing/packaging evolution, and the development of integrated GTM plays across Sales, Product, and Marketing.

• AI \& Technical Literacy:

A deep functional understanding of Generative AI, LLMs, and legal-tech infrastructure. You must be able to translate complex technical concepts into simple, intuitive, and emotionally resonant value propositions for legal professionals.

• Market \& Customer Intelligence:

Demonstrated experience building robust Competitive Intelligence functions that deliver actionable battlecards and win/loss insights, as well as customer intelligence programs that systematically channel voice-of-customer insights into product, messaging, and GTM strategy.

• Communication \& Presence:

Outstanding verbal and written communication skills with the executive presence to present to Boards, influence C-level stakeholders, and represent the product story externally.

• Education:

Bachelor's degree in Marketing, Business, or a related field is required; an MBA or JD is considered a major plus.

• Strategic Proximity \& Travel:

For leaders not based in Salt Lake City, a commitment to frequent travel to HQ is essential to collaborate in person with the CEO, CGO, and CPO.