VP, Product Marketing

Semrush is a brand visibility platform, empowering marketers to command their online presence and create measurable impact. We unify SEO authority and AI visibility, so brands are found, cited, and chosen everywhere search happens. That’s how Semrush gained the trust of over 28 million users—from scaling startups to Fortune 500 companies. Here, you own the way you work, but we move as one unbeatable team. We don’t just lead the market, we’re busy creating the world where Semrush is an unfair advantage for every marketer. We move fast in ways to help you grow. Here, you have room to experiment, keep what works, and learn quickly from what doesn’t. Ready to share our ambition and make an impact? Then, this role may be for you.

About the Role

This is our VP of Product Marketing opportunity for idea generators, planning geniuses, and natural-born analysts. As a VP of Product Marketing, you will play a pivotal role in leading and transforming Semrush’s product marketing and in driving both sales-led and product-led growth for our go-to-market strategy. In this role, you will draw on your experience to lead us through a new phase of growth, particularly the extraordinary opportunity to reshape this team as we anticipate being acquired by Adobe. We want you to take us to the next level of monetizing our new and existing product portfolios. You will lead a team of Directors and Product Marketing Managers who will champion our customer needs, craft compelling narratives that are rooted in Unique Selling Propositions (USPs), and partner across teams to deliver world-class marketing campaigns that drive new user acquisition, expansion/upsell, and durable customer lifetime value. This position will require a deep understanding of Sales-led growth, Product-led growth, laser-focus on experimentation and monetization via self-service sign-ups and conversion, customer behavior, digital technologies, product lifecycles, and the discipline to make decisions rooted in data, and most importantly: always putting the customer first.

Leadership & Vision

• •Define and champion the vision of “what great looks like” for our product marketing at Semrush, setting goals and new benchmarks by cultivating a high-performing, innovative team
• •Serve as the connective tissue between product, marketing, sales, and customer success teams to ensure alignment on priorities and outcomes
• •Provide a framework to plan involvement of Marketing and Product Marketing in product releases, specialized both for SMB, Mid-Market, and Enterprise audiences
• •Lead Product Marketing for new and existing product families and portfolios

Customer Storytelling & Market Insights

• •Develop a robust customer storytelling strategy rooted in customer research, market trends, unique selling propositions (USPs), and behavioral insights
• •Lead qualitative and quantitative research initiatives, partnering with user experience research (UXR) and analytics teams to uncover customer pain points, decision-making processes, and emerging trends
• •Conduct Competitive Intelligence analysis to assess our competitive landscape and evolving buyer needs to ensure our market leadership
• •Conduct human-to-human interaction analysis that drive product adoption
• •Transform customer and market insights into value propositions, messaging, and campaigns that not only resonate – that deliver new monthly recurring revenue (NMRR) – across multiple audience segments

Go-to-Market (GTM) Strategy

• •Play a pivotal role in the GTM planning for SMB, Mid-Market, and Enterprise product launches and marketing campaigns, integrating messaging across 10+ customer acquisition channels
• •Drive cross-functional efforts to ensure product experiences and messaging support commercial, adoption, and engagement goals. Collaborate with data science, finance, and analytics to define KPIs and continuously optimize performance.
• •Design and implement pricing and product packaging strategy for both new and existing product portfolios

Demand Generation & Sales-Led Growth

• •Position our products in a way that resonates with our key customer personas; ensure we always position our products to solve complex problems
• •Partner with Demand Generation to realize funnel and pipeline generation goals
• •Partner with Analyst Relations to continuously drive engagement with key analyst houses for feature and inclusion in key market reports and nurture relationships with key analysts and build trust over time

Performance Marketing & Product-Led Growth

• •Optimize acquisition, upsell, and retention strategies while driving user engagement across the funnel
• •Be the “center of gravity” for the Global Marketing team–deliver the ‘essence’ of our products to be translated into global and highly targeted campaigns that realize revenue – at scale
• •Implement in-product messaging and user journey optimizations to enhance conversion rates and drive measurable growth

Team Development & Collaboration

• •Build and mentor a diverse and high-performing product marketing team, fostering a culture of collaboration, innovation, and excellence
• •Partner with executive leadership to identify priorities and influence product roadmaps, ensuring market needs and opportunities are central to decision-making
• •Foster a culture of high quality of hiring for Product Marketing Managers, Strategic Content Developers, pricing and packing teams, sales enablement, among others

About You

Move together. Raise the bar. Learn fast—grow faster. That’s t