Product Marketing Lead, PLG

Airtable's Marketing Team is looking for an experienced product marketer to shape the future of our self-serve business at Airtable. In this role, you will own the end-to-end messaging, positioning and GTM programs to drive new user signups. You will collaborate closely with product management to influence our PLG strategy and roadmap and help guide positioning of growth-focused features across our platform. You will also work with campaigns, and other marketing functions to elevate Airtable's profile as the fastest and easiest way to build AI-powered apps, driving full-funnel marketing efforts, including driving adoption for our newly launched AI products in partnership with demand generation and sales.

What you'll do

• Influence Product Strategy: Shape product roadmap, positioning, and narratives while serving as the subject matter expert on PLG platforms and applications. Conduct regular market research to identify trends, opportunities, and competitive positioning for Airtable's self-serve offerings.
• Messaging & Positioning: Develop clear and differentiated messaging for the Airtable platform, specifically for self-serve builder audiences. Create practical sales enablement materials built around customer use cases and ensure consistency of messaging across all channels.
• Go-to-Market Execution: Collaborate closely with product, demand gen, and sales teams to create and execute comprehensive go-to-market plans for self-serve programs. Lead product launches for PLG initiatives that rally the entire organization around a cohesive story.
• Builder Community Development: Generate momentum among the builder community by collaborating with Communications, Community, and Content teams to produce engaging content and customer success stories aligned with key use cases that demonstrate measurable business results.
• Performance Optimization: Own the end-to-end self-serve customer journey metrics from awareness through advocacy, leveraging data to inform strategic decisions. Track and analyze key performance indicators to optimize strategies and drive consistent adoption and growth.
• Cross-Functional Leadership: Serve as the PLG champion across the organization by partnering effectively with product, marketing, sales, and customer success teams to deliver a cohesive self-serve experience.

Who you are

• 5+ years of product marketing experience, with at least 2 years focused on PLG strategies or self-serve SaaS products.
• Proven track record working cross-functionally to develop positioning, messaging and GTM strategies for complex technical products targeting builder/developer audiences.
• Strong understanding of the PLG motion and experience optimizing self-serve conversion funnels.
• Demonstrated ability to translate technical capabilities into compelling use cases and value propositions (both written and verbal.)
• Data-driven approach to decision making with a strong focus on analyzing customer journey metrics and optimizing conversion funnels.
• Understanding of AI integration in productivity platforms and its value proposition.
• Experience with influencer marketing strategies in technical communities, balancing creative marketing initiatives with measurable business outcomes.
• Background in both B2B and B2C marketing approaches, particularly with products having dual audience appeal.

Airtable is an equal opportunity employer. We embrace diversity and strive to create a workplace where everyone has an equal opportunity to thrive. We welcome people of different backgrounds, experiences, abilities, and perspectives. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, protected veteran status or any characteristic protected by applicable federal and state laws, regulations and ordinances. Learn more about your EEO rights as an applicant.

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If you have a medical condition, disability, or religious belief/practice which inhibits your ability to participate in any part of the application or interview process, please complete our Accommodations Request Form and let us know how we may assist you. Airtable is committed to participating in the interactive process and providing reasonable accommodations to qualified applicants.

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