About WSO2
Founded in 2005, WSO2 is the largest independent software vendor providing open-source API management, integration, and identity and access management (IAM) to thousands of enterprises in over 90 countries. WSO2's products and platforms—including our next-gen internal developer platform, Choreo—empower organizations to leverage the full potential of artificial intelligence and APIs for securely delivering the next generation of AI-enabled digital services and applications. Our open-source, AI-driven, API-first approach frees developers and architects from vendor lock-in and enables rapid digital product creation. Recognized as leaders by industry analysts, WSO2 has more than 800 employees worldwide with offices in Australia, Brazil, Germany, India, Sri Lanka, the UAE, the UK, and the US, with over USD100M in annual recurring revenue. Visit https://wso2.com to learn more.
About the Role
WSO2's Integration Business Unit is looking for a strategic and visionary Product Marketer to architect and scale our new developer-first, product-led growth (PLG) motion. This is a pivotal leadership role for a player-coach and storyteller who can translate deep technical capabilities into a compelling narrative that resonates with developers, architects, and technology executives, ultimately driving product adoption, pipeline, and revenue.
As a key member of the business unit's leadership team, you will own the product marketing function. Your mission is to define and execute a sophisticated go-to-market strategy that positions WSO2 as the default choice in the integration landscape. You will build and own the engine that drives product awareness, adoption, and revenue by creating a world-class developer journey and empowering our global marketing and sales teams.
This role requires a deep understanding of the developer audience, the integration ecosystem, and the mechanics of a successful PLG business. You will be the expert on our customers, the market, and the competition, using those insights to shape our product strategy, narrative, and global GTM execution, with a relentless focus on metrics like activation, conversion, and pipeline generation. This entails understanding customer behavior, keeping tabs on competitors, identifying potential threats, tracking market trends, shaping our pricing and packaging, and more. Collaborating closely with the product leadership, you'll refine how our product is positioned and communicated. Additionally, you'll shape the content strategy and partner with cross-functional teams to create and promote compelling content. Your insights into the market and customer needs will be invaluable in shaping our product strategy, roadmap, and the team you build.
Key Responsibilities
1. Strategic Leadership and Product-Led Growth (PLG) Ownership
- Define the strategy: Own and articulate the end-to-end product marketing strategy that drives our developer-first, PLG model.
- Define and track key PLG metrics: Establish the core KPIs for the developer-led funnel, including sign-ups, activation rates, time-to-value, product-qualified lead (PQL) conversion, and free-to-paid conversion, and own the strategy to improve them.
- Craft the narrative: Develop and evangelize a compelling and differentiated narrative for our integration products, one that bridges technical capabilities with tangible business outcomes and establishes a clear market position.
- Instrument the funnel: Partner with Product, Engineering, and Corporate Marketing teams to define and optimize the developer journey. Leverage growth engineering principles and modern GTM tools to accelerate time-to-value for new users and drive conversion and surface high-quality leads for sales.
- Be a leader: Act as a key strategic partner to the BU leadership, Product Management, and Engineering, representing the voice of the market and the developer community to influence key business and product decisions.
2. Developer-Centric GTM and Content
- Orchestrate launches: Lead the GTM strategy and execution for new product and feature launches, ensuring cross-functional alignment and market impact.
- Develop a content engine: Architect a content strategy to fuel our PLG motion. You will own product-focused content such as demos, webinars, and tutorials that translate technical features into clear customer value and business impact.
- Partner with DevRel: Collaborate closely with the Head of the Integration Business Unit to align on community engagement, content strategy, and technical evangelism efforts, creating a powerful and unified voice in the market that builds trust and drives organic adoption.
- Champion the product: Serve as a key product evangelist and spokesperson, confidently presenting our story and value proposition in webinars, on podcasts, and at select industry events.
- Nurture community: Cultivate strong relationships with developers and customers, turning them into advocates, references, and sources of powerful case studies and testimonials.
3. Market Intelligence and Product Influence
- Own market expertise: Serve as the central source of intelligence on the technical landscape, competitor strategies, market trends, and pricing dynamics.
- Drive pricing and packaging strategy: Conduct market analysis and collaborate with Product and Finance to define and iterate on our pricing and packaging for different segments, from individual developers to large enterprises.
- Voice of the developer: Synthesize market and developer feedback to provide actionable insights to the Product team, directly influencing the product roadmap and strategy to ensure we are building what the market needs.
- Define personas: Develop and refine user and buyer personas—from the hands-on developer to the strategic CTO and line-of-business leader—ensuring our messaging, content, and product experience are tailored to their unique needs and pain points.
4. Sales and Partner Enablement for a Hybrid GTM
- Empower the field: Equip global sales and solution engineering teams with the messaging, tools, and training they need to effectively engage with PQLs and enterprise buyers.
- Create high-impact assets: Develop sales plays, competitive battle cards, compelling demos, and other enablement materials that clearly articulate our business value and technical differentiation to both technical evaluators and economic buyers.
- Enable the ecosystem: Collaborate with the partner team to ensure our technology and channel partners are equipped to represent WSO2 effectively.
Qualifications and Skills
- 8-10+ years of experience in product marketing, with at least 4+ years in a senior or leadership role for a B2B software company targeting technical users.
- Proven expertise in the integration, API management, DevOps, or developer tools space. You must be able to hold your own in conversations with developers and architects.
- Deep understanding of open source business models and community-led growth.
- Demonstrated success owning and scaling a PLG motion for a technical product. Must be fluent in optimizing the entire user journey, from activation and engagement to defining and converting PQLs.
- A deeply data-driven approach to informing strategy and measuring success.
- A strategic mindset with a proven ability to connect technical product features to customer problems and C-level business outcomes (e.g., revenue growth, cost savings, risk reduction).
- An exceptional B2B storyteller with a public portfolio or examples of compelling content (blogs, presentations, videos) you have personally created or directed for both technical and business audiences.
- Excellent communication and presentation skills, with the ability to engage and influence both highly technical and senior business audiences.
- Strong leadership qualities with a demonstrated ability to lead through influence and collaborate effectively across globally distributed, cross-functional teams.
- A passionate, self-motivated leader who is excited to build a new function and define the future of a market-leading product.
Diversity Drives Innovation:
We’ve built our business on a commitment to diversity and inclusion. We believe it’s important to foster an environment that values and respects each individual’s strengths, perspectives, and ideas. Doing so not only drives innovation; it also ensures that we can create superior experiences for our customers, partners, and employees worldwide. We value the diversity of our team regardless of race, ethnicity, religion, gender, age, national origin, disability, sexual orientation, or veteran or marital status, and we do not tolerate any form of discrimination.
