Director of Product Marketing

About Fello:

Fello is a profitable, hyper-growth, VC-backed B2B SaaS company building the agentic real estate platform of the future.

Our platform combines data intelligence, marketing automation, and conversational AI to help real estate teams engage smarter and scale faster. At the center of it is Felix, our AI teammate, which takes real work off a team's plate — running follow-up across calls, texts, and emails today, with more of the team's day-to-day work coming next.

We're not another tool in the stack. We're the system that powers it — learning, adapting, and executing in real time so teams can focus on growth, not guesswork.

If you're excited about building an AI product that's changing how an entire industry works, you'll fit right in.

About You:

You are a strategic, hands-on product marketing leader who knows how to turn product, customer insight, market context, and company strategy into a clear story the whole business can use.

You are excellent at positioning and messaging. You can cite examples of how you’ve applied strategic narrative frameworks. You know how to simplify complex products without dumbing them down. You can turn AI, data, CRM, automation, and workflow complexity into buyer value, field confidence, and customer clarity.

You are a great writer — and you actually like writing. You will produce and review a lot of copy in this role: web, deck, launch, enablement, and customer-facing. You pair that craft with real strategic judgment, and you collaborate well across departments — an exceptional communicator who can work across founders, executives, Product, Sales, Customer Success, Marketing, Enablement, and RevOps, influencing without authority and keeping the company from fragmenting as product velocity increases.

This is not a manager-first role. You will guide existing and future PMM resources, and may build a small team over time — but your sleeves are rolled up every day. You write. You synthesize. You build. You ship. You are a quarterback on the field, not a coach on the sidelines.

You are also AI-native in how you work. You use AI to move faster, research smarter, analyze customer and sales signals, and operate like a larger PMM function before adding headcount. And you will have leverage most PMMs never get: a Technical Product Marketing Manager as a close collaborator on deep product work, a GTM AI team that builds agentic solutions alongside you, and an AI agent that understands everything about the product.

One more thing about timing: we are at the moment where the story gets set. The next two quarters of positioning and narrative work will matter more than the next two years. You should find that energizing.

You Will:

Drive the Fello + Felix story

• Drive the core positioning, messaging, buyer narrative, and product story for Fello and Felix — co-owning the strategic narrative with our President, who holds final approval — and keep it consistent as the product, market, and commercial motion evolve.
• Translate Fello’s category and strategic narrative work into clear GTM language across the website, sales deck, demo narrative, launch materials, customer proof, and enablement.
• Work closely with our Technical Product Marketing Manager — a collaborator, not a direct report — on deep product, data, and integration storytelling.
• Define the language Fello uses — and just as importantly, the language we avoid.
• Make complex product capabilities easy for customers, Sales, CS, and Marketing to understand and use.

Turn product velocity into market absorption

• Own launch and release readiness across GTM teams: launch briefs, release tiering, internal communications, field enablement inputs, customer messaging, and post-launch feedback.
• Make sure every meaningful product change is translated into why it matters, who it matters for, how we explain it, and what teams need to do next.
• Partner closely with Product on what is shipping, what changed, and what the field needs to know — and build the feedback loop that brings customer, competitive, and adoption insight back into Product.

Build the Sales and CS enablement spine

• Create and guide the core enablement materials: talk tracks, objection handling, demo narrative, FAQs, proof points, launch guides, and customer-facing value messaging.
• Define adoption messaging for the first 30, 60, and 90 days of the customer journey, and partner with CS on adoption friction, time-to-value gaps, and proof opportunities.
• Turn customer wins, usage signals, objections, and ROI examples into proof that Sales, CS, Marketing, and executives can use.
• Partner with field leaders to understand whether the story is landing and where teams need more clarity, proof, or coaching.

Lead the PMM function

• Run the PMM operating model across positioning, launch execution, enablement support, and customer proof, guiding existing and future PMM resources as the function scales.
• Partner with our GTM AI team to build agentic solutions for PMM — content systems, launch coordination, signal analysis — and put the product AI agent to work across your deliverables.
• Assess where Fello needs full-time ownership, contractor support, AI leverage, or cross-functional partnership.
• Build repeatable PMM systems, not one-off heroic work — and raise the quality bar for clarity, narrative, launch execution, and field readiness.

Success Looks like:

• Fello + Felix has one clear story across the website, sales deck, demo narrative, enablement, onboarding, and customer proof.
• Sales and CS teams can explain, demo, onboard, and support Fello + Felix with confidence and consistency.
• Product launches are clearer, better sequenced, and easier for GTM teams and customers to absorb.
• Customers understand what they bought, how to adopt it, and how to get value faster — and that proof compounds into expansion, retention, and advocacy.
• PMM operates as a scaling system for the company, not a set of scattered deliverables.

You Have:

• 8+ years of experience in B2B SaaS product marketing, with meaningful experience in a startup or scale-up environment.
• Excellent positioning and messaging judgment. You can turn strategy, product detail, customer truth, and market context into a story that sells.
• Experience owning PMM where the function was underbuilt, ambiguous, or moving fast — solo PMM, first PMM, Head of PMM, or Director-level PMM leading a small team.
• Proven ability to build product launch and release systems that help GTM teams understand, sell, onboard, and support new capabilities.
• Strong field enablement instincts: sales narrative, demo story, objection handling, proof points, and customer-facing value messaging.
• Enough product depth to understand AI, data, CRM, automation, and workflows — and translate them into buyer value.
• A hands-on operating style. You are comfortable writing the brief, building the deck, shaping the talk track, and shipping the work.
• Exceptional writing craft. You produce and review copy at high volume and a high bar — headlines, web, deck, launch, and enablement — and you make other people’s writing better.
• Comfort working directly with founders and executives — pressure-testing assumptions and translating

AI Fluency Is a Hard Requirement:

We hire at the “Adoptive” level or above on Zapier’s AI fluency framework. That means you have moved beyond one-off prompting to building repeatable AI-powered workflows in prior work. Strong signals: an AI-built content system, launch coordination automations, or a customer-signal analysis workflow you deployed. You will partner with our GTM AI team and work with an AI agent that knows the entire product — so this is how we operate, not a nice-to-have. Be ready to show real artifacts. “I use ChatGPT regularly” is not the bar.

Preferred:

• Experience scaling a B2B SaaS company from approximately $20M to $50M+ ARR.
• Experience in vertical SaaS, PropTech, real estate, CRM, marketing automation, AI, or data intelligence.
• Experience managing or mentoring small PMM teams.
• Familiarity with tools such as HubSpot, Gong, Asana, Notion, Claude, or similar AI and GTM workflow tools.

You Are Not:

• A manager-first PMM who needs a large team before creating leverage.
• A launch checklist operator with weak positioning judgment.
• A strategy person who creates frameworks but does not ship.
• A large-company PMM who has only operated inside mature processes.
• A polished communicator who cannot produce strong work personally.

Our Benefits:

• Competitive Compensation: Attractive salary and benefits package.
• Flexible Work Environment: Fully remote work with flexible hours to promote work-life balance.
• Professional Growth: Opportunities for career advancement and professional development.
• Health & Wellness: Comprehensive health, dental, and vision insurance plans.
• Paid Time Off: Generous PTO and paid holidays to recharge and relax.
• Collaborative Culture: A supportive team environment that values innovation and collaboration.
• Equity Options: Opportunity to own a part of Fello and share in our success.
• Cutting-Edge Projects: Work on innovative products that leverage AI and advanced technologies.