About the role
###Description
We are looking for a transformationalDirector of Product Marketing**to elevate our existing marketing organization into a strategic, insight driven product marketing function. You will lead and mentor a team of marketing managers, specialists, analysts, web developers —and own the strategy, positioning, messaging, and go-to-market execution for our portfolio of products to drive growth, adoption, and customer engagement. You will be responsible for becoming the expert on our market, subscribers, products, and standards to inform cohesive and consistent value messaging to achieve adoption, retention, and growth objectives. This is a high-visibility leadership role ideal for a builder who excels at implementing structure, rigor, and modern product marketing practices within a complex product environment.
This is a hybrid role, requiring periodic in-person attendance*.*
###Key Responsibilities
Build & Lead a HighPerforming Product Marketing Function
-
Refine the current team roles and operating model to align with best-in-class product marketing practices.
-
Coach and upskill team to become strong product marketers.
-
Establish repeatable processes for messaging, positioning, launches, competitive intelligence, and go to market planning.
-
Execute responsibly within to meet organizational goals within defined budgets.
Own Product Positioning, Messaging & Value Propositions
-
Develop clear, differentiated value propositions that articulate product value across industries, use cases, and segments.
-
Ensure product messaging is consistent across all channels, assets, and customer touchpoints.
Drive Strategic Go to Market (GTM)
-
Lead end to end GTM strategy for new products, enhancements, and market expansions.
-
Partner closely with Product Management, UX, and Community Engagement teams to ensure successful commercial outcomes.
-
Create launch frameworks, readiness plans, and measurable success metrics.
Market, Customer & Competitive Intelligence
-
Build a robust insights program that provides the organization with ongoing market, buyer, and competitor intelligence.
-
Translate insights into actionable recommendations for product, sales, and leadership.
Sales Enablement & Revenue Support
-
Equip account teams with tools, training, content, and competitive narratives that accelerate engagement velocity.
-
Work with account leadership to improve success rates and optimize product storytelling.
Cross Functional Leadership
- Serve as the connective tissue between Product, Corporate Communications, Community Engagement, and Customer Success.
- Influence product roadmaps using data-driven market and customer insights.
- Elevate product understanding across the organization.
###Skills, Knowledge & Expertise
8+ years of B2B Product Marketing experience, with at least 3 years in a leadership role.
-
Proven success building or transforming a product marketing function.
-
Solid experience with platform, SaaS, or complex solutions, exceeding product go-to-market & launch KPIs.
-
Background working in complex B2B sectors (e.g., retail, healthcare, foodservice, supply chain) and/or deep expertise supporting small business segments is a bonus.
Skills & Capabilities
-
Deep expertise in messaging, positioning, segmentation, GTM, competitive intelligence, and sales enablement.
-
Strong people leadership: ability to coach, mentor, and elevate capabilities across a diverse team
-
Excellent strategic thinking paired with operational discipline and structure.
-
Superior cross-functional communication and stakeholder alignment skills.
Analytical mindset with comfort using data to drive decisions and measure impact
###About GS1 Canada
GS1 Canada is committed to helping all employees, customers, stakeholders and subscribers in an effective and timely manner by preventing and removing barriers for persons with disabilities. Our policies and practices are intended to foster diversity, inclusiveness and accessibility, while also ensuring that the workplace is free from discrimination and harassment.
Not the right fit? Search for Product Marketing jobs in Toronto, ON
About GS1 Canada
GS1, a not-for-profit association, introduced the barcode and enhanced global standards for efficient business communication across the global supply chain. GS1 Canada is one of 116 GS1 Member Organizations worldwide. GS1 has been partnering with the industry globally for over 50 years—even before GS1 introduced the first barcode on a pack of gum in 1974. Today, GS1 barcodes are scanned 10 billion times a day, and GS1 standards are the world's most widely used system of standards.
In Canada, GS1 Canada collaborates with business leaders, industry boards, advisory councils, and industry work groups through its unique community management role to develop standards, guidelines, and non-proprietary business solutions. Partnering with industry, GS1 Canada provides education and implementation support to subscribers of all sizes across multiple sectors.
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About the role
###Description
We are looking for a transformationalDirector of Product Marketing**to elevate our existing marketing organization into a strategic, insight driven product marketing function. You will lead and mentor a team of marketing managers, specialists, analysts, web developers —and own the strategy, positioning, messaging, and go-to-market execution for our portfolio of products to drive growth, adoption, and customer engagement. You will be responsible for becoming the expert on our market, subscribers, products, and standards to inform cohesive and consistent value messaging to achieve adoption, retention, and growth objectives. This is a high-visibility leadership role ideal for a builder who excels at implementing structure, rigor, and modern product marketing practices within a complex product environment.
This is a hybrid role, requiring periodic in-person attendance*.*
###Key Responsibilities
Build & Lead a HighPerforming Product Marketing Function
-
Refine the current team roles and operating model to align with best-in-class product marketing practices.
-
Coach and upskill team to become strong product marketers.
-
Establish repeatable processes for messaging, positioning, launches, competitive intelligence, and go to market planning.
-
Execute responsibly within to meet organizational goals within defined budgets.
Own Product Positioning, Messaging & Value Propositions
-
Develop clear, differentiated value propositions that articulate product value across industries, use cases, and segments.
-
Ensure product messaging is consistent across all channels, assets, and customer touchpoints.
Drive Strategic Go to Market (GTM)
-
Lead end to end GTM strategy for new products, enhancements, and market expansions.
-
Partner closely with Product Management, UX, and Community Engagement teams to ensure successful commercial outcomes.
-
Create launch frameworks, readiness plans, and measurable success metrics.
Market, Customer & Competitive Intelligence
-
Build a robust insights program that provides the organization with ongoing market, buyer, and competitor intelligence.
-
Translate insights into actionable recommendations for product, sales, and leadership.
Sales Enablement & Revenue Support
-
Equip account teams with tools, training, content, and competitive narratives that accelerate engagement velocity.
-
Work with account leadership to improve success rates and optimize product storytelling.
Cross Functional Leadership
- Serve as the connective tissue between Product, Corporate Communications, Community Engagement, and Customer Success.
- Influence product roadmaps using data-driven market and customer insights.
- Elevate product understanding across the organization.
###Skills, Knowledge & Expertise
8+ years of B2B Product Marketing experience, with at least 3 years in a leadership role.
-
Proven success building or transforming a product marketing function.
-
Solid experience with platform, SaaS, or complex solutions, exceeding product go-to-market & launch KPIs.
-
Background working in complex B2B sectors (e.g., retail, healthcare, foodservice, supply chain) and/or deep expertise supporting small business segments is a bonus.
Skills & Capabilities
-
Deep expertise in messaging, positioning, segmentation, GTM, competitive intelligence, and sales enablement.
-
Strong people leadership: ability to coach, mentor, and elevate capabilities across a diverse team
-
Excellent strategic thinking paired with operational discipline and structure.
-
Superior cross-functional communication and stakeholder alignment skills.
Analytical mindset with comfort using data to drive decisions and measure impact
###About GS1 Canada
GS1 Canada is committed to helping all employees, customers, stakeholders and subscribers in an effective and timely manner by preventing and removing barriers for persons with disabilities. Our policies and practices are intended to foster diversity, inclusiveness and accessibility, while also ensuring that the workplace is free from discrimination and harassment.
Not the right fit? Search for Product Marketing jobs in Toronto, ON
About GS1 Canada
GS1, a not-for-profit association, introduced the barcode and enhanced global standards for efficient business communication across the global supply chain. GS1 Canada is one of 116 GS1 Member Organizations worldwide. GS1 has been partnering with the industry globally for over 50 years—even before GS1 introduced the first barcode on a pack of gum in 1974. Today, GS1 barcodes are scanned 10 billion times a day, and GS1 standards are the world's most widely used system of standards.
In Canada, GS1 Canada collaborates with business leaders, industry boards, advisory councils, and industry work groups through its unique community management role to develop standards, guidelines, and non-proprietary business solutions. Partnering with industry, GS1 Canada provides education and implementation support to subscribers of all sizes across multiple sectors.