About this role.
Fleetio is seeking a senior product marketing leader to establish and scale its GTM commercialization function for a B2B fleet-management SaaS platform. The role owns corporate and product messaging, positioning, launch readiness, pricing and packaging input, sales plays, and value-selling enablement. This director will align Product, Marketing, Sales, Enablement, Customer Success, Partnerships, and executive leadership through repeatable operating rhythms. The position is highly hands-on initially while also requiring the leader to hire, coach, and develop a commercialization team. Success will be measured through stronger product adoption, pipeline creation, sales effectiveness, and revenue growth from new products.
Role DNA
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Job Complexity
5/5Pace & Pressure
5/5Autonomy Level
5/5Communication Load
5/5Salary analysis
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Core skills
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Sample interview questions
I would begin with stakeholder interviews and an audit of the current product lifecycle, messaging, launch practices, sales process, and performance data. I would then define a practical operating model with tiered launch criteria, shared milestones, decision owners, core templates, and KPIs spanning readiness, adoption, pipeline, win rate, and expansion. I would pilot the model on a priority launch, iterate from field feedback, and build the team and technology stack around the highest-leverage gaps.
I start with customer research, competitive context, and evidence of the business problem rather than product features. I segment the audience by buyer, industry, maturity, and use case, then connect capabilities to measurable operational, financial, or risk outcomes. Finally, I validate the narrative with customers and field teams and operationalize it through a message house, first-call deck, talk tracks, proof points, and objection handling.
I would set metrics before launch and separate leading from lagging indicators. Leading measures include internal readiness, enablement completion, message adoption, campaign engagement, demo volume, and early customer feedback; lagging measures include pipeline influenced, win rate, attach rate, activation, adoption, retention, and revenue. The measures should vary by launch type, but each launch must have a clear commercial hypothesis and accountable owners.
I would jointly identify the highest-impact sales moments, such as first calls, discovery, demos, competitive conversations, and renewal or expansion discussions. Product Marketing would supply audience insight, differentiated messaging, proof, and strategic narrative, while Enablement would design reinforcement, practice, manager coaching, and measurement. I would use call recordings, win-loss data, and seller feedback to continuously improve plays and incorporate the messaging into MEDDPICC workflows.
I make the strategy concrete through a short list of priorities, explicit operating mechanisms, and measurable outcomes. Early on, I am willing to personally create foundational artifacts such as positioning, launch templates, and executive presentations because they establish quality standards and accelerate learning. As the function matures, I document repeatable processes, delegate clear ownership, and invest in coaching so the team can scale without losing strategic alignment.
A little about us…Fleetio is a modern software platform that helps thousands of organizations worldwide manage their fleet operations. Transportation technology is a hot market, and we’re leading the charge with raving fans and new customers signing up every day. We raised $450M in our Series D funding round in March of 2025 and are on an exciting trajectory as a company. Fleetio is also a proud founding member of the Rails Foundation!
More about our team and company:
- Fleetio overview video: https://www.youtube.com/watch?v=YoXyXTFWbkg
- Our careers page: https://www.fleetio.com/careers
Fleetio is entering an exciting new phase of growth. We’ve built innovative products across Maintenance, Fleet Intelligence, and our ecosystem, but product innovation alone isn’t enough. Our next stage of growth depends on how effectively we commercialize those innovations and translate them into customer value, adoption, and revenue.
As the Director of Product Marketing, GTM Strategy, you’ll build the operating system that connects Product, Marketing, Sales, Enablement, Customer Success, and Partnerships around bringing products to market.
This is a highly strategic, hands-on role responsible for creating the messaging, frameworks, sales plays, commercialization processes, and GTM operating rhythms that help Fleetio consistently launch, sell, and grow new products.
You’ll build the function from the ground up, and grow and lead a team focused on commercialization, GTM programs, and sales enablement.
Who you are
You’re equal parts strategist, storyteller, operator, and builder.
You love turning complex products into simple customer stories that help sales teams win. You think beyond launches—you think about commercialization, adoption, pipeline, and revenue. You understand that great product marketing isn’t about creating more assets. It’s about building systems.
You’ve partnered closely with Product, Sales, Enablement, Marketing, Customer Success, and executive leadership to define positioning, create value messaging, develop repeatable sales motions, and improve how products reach the market.
You’re comfortable creating the strategy yourself while also building the playbooks, messaging, presentations, and processes needed to make it real.
Most importantly, you’re excited about building a function that doesn’t exist today.
Your impact
GTM Strategy & Commercialization
- Create repeatable frameworks that consistently bring new products to market.
- Develop commercialization plans that align Product, Marketing, Sales, Enablement, Customer Success, and Partnerships.
- Partner with Product leadership to ensure commercialization begins early in the product lifecycle, not at launch.
- Establish scalable launch readiness processes that support both major launches and continuous product innovation.
- Help shape pricing, packaging, and monetization strategies alongside Product, Finance, and Leadership.
Messaging, Positioning & Value Selling
- Own Fleetio’s corporate messaging framework and customer value narrative.
- Develop positioning that shifts conversations from product features to business outcomes.
- Create messaging frameworks for company, platform, products, industries, and strategic initiatives.
- Build the First Call Deck and other foundational sales messaging used across the organization.
- Develop solution narratives for key growth areas including Maintenance, AI, Fleet Intelligence, Telematics, and Partnerships.
- Ensure messaging remains consistent across Marketing, Sales, Customer Success, Product, and Executive communications.
Sales Plays & Enablement
- Build repeatable sales plays that help Sales create pipeline and win deals.
- Partner closely with Sales Enablement to develop playbooks, talk tracks, discovery guides, objection handling, and value-selling content.
- Integrate messaging into MEDDPICC and other sales methodologies.
- Develop vertical messaging and industry-specific sales assets.
- Build and maintain a centralized repository of GTM messaging, presentations, and commercialization assets.
- Partner with field teams to continuously improve materials based on customer feedback.
Cross-Functional Leadership
- Serve as the connective tissue between Product, Marketing, Sales, Customer Success, Partnerships, and Executive Leadership.
- Build repeatable GTM planning rhythms across organizations.
- Help teams align around priorities, milestones, launch plans, and business outcomes.
- Partner with Demand Generation to ensure campaigns reinforce Fleetio’s value narrative.
- Support partner commercialization through joint messaging, enablement, and go-to-market programs.
Building the Function
- Establish the commercialization function at Fleetio.
- Define operating processes, templates, and best practices.
- Identify opportunities to scale through AI, automation, and repeatable systems.
- Hire, coach, and develop a high-performing commercialization team as Fleetio grows.
- Create an environment focused on experimentation, learning, ownership, and measurable business impact.
Your experience
- 10+ years of experience in Product Marketing, Go-to-Market Strategy, Commercialization, or Revenue Marketing within B2B SaaS.
- Experience building commercialization, product marketing, or GTM programs from the ground up.
- Strong expertise in positioning, messaging, value frameworks, and sales enablement.
- Experience partnering directly with executive leadership, Product, Sales, Enablement, and Marketing.
- Proven ability to translate product innovation into commercial success.
- Experience creating repeatable GTM operating models and launch processes.
- Excellent executive communication and storytelling skills.
- Familiarity with Salesforce, Gong, Highspot (or similar), Notion, AI productivity tools, and modern GTM technology.
- A builder’s mindset—you enjoy creating structure where none exists and scaling teams over time.
Benefits
- Multiple health/dental coverage options (100% coverage for employee, 50% for family)
- Vision insurance
- Incentive stock options
- 401(k) match of 4%
- PTO – 4 weeks (increases at year two!)
- 12 company holidays + 2 floating holidays
- Parental leave – birthing parent (16 weeks paid) non-birthing (4 weeks paid)
- FSA & HSA options
- Short and long term disability (short term 100% paid)
- Community service funds
- Professional development funds
- Wellbeing fund – $150 quarterly
- Business expense stipend – $125 quarterly
- Mac laptop + new hire equipment stipend
- Fully stocked kitchen with tons of drinks & snacks (BHM only)
- Remote working friendly since 2012 #LI-Remote
Fleetio provides equal employment opportunities to all employees and applicants and prohibits discrimination and harassment. We celebrate diversity and are committed to creating an inclusive environment for all. All employment is decided on the basis of qualifications, merit and business need.
This application is not intended to and does not create a contract or offer of employment. Employment with Fleetio is at will.
If you have a disability or a special need that requires an accommodation to fill out the online application, please let us know by calling (205) 718-7500.
Annual salary information is not provided for this position. Explore salary ranges for similar roles in our Salary Directory ›
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