Product Marketing Lead

About Faire Faire is a technology wholesale platform built on the belief that the future is local. Independent retailers around the globe collectively represent a multi-hundred-billion-dollar wholesale market that has historically been fragmented and offline. At Faire, we're using the power of tech, data, and machine learning to connect this thriving community of entrepreneurs across the globe. Picture your favorite boutique in town — we help them discover the best products from around the world to sell in their stores. With the right tools and insights, we believe that we can level the playing field so businesses can grow and local communities can thrive. We’re looking for smart, resourceful and passionate people to join us as we power the shop local movement. If you believe in community, come join ours. About this role Product Marketing at Faire is a strategic function embedded across the product lifecycle. PMMs partner closely with Product, Design, Marketing, and Revenue to shape programs from the ground up, develop positioning and messaging, lead GTM strategy, and drive awareness and adoption. We have PMMs focused on each side of the marketplace: the brands who sell on Faire, and the retailers who buy from them. We're looking for a senior product marketer we'd trust with any area we prioritize. You'll be the marketing owner for your product area: you set the GTM strategy, make the calls, and deliver it, working as a peer with a senior cross-functional and executive team. You find new opportunities rather than waiting to be handed them, bring approaches we haven't tried, make complex products feel simple, and influence how the product itself evolves. You move comfortably between strategy and execution, at pace, and your scope will grow and shift over time with the business's biggest needs. Set direction and own the area Find new opportunities in your area and lead them from concept through implementation. Set the strategy rather than executing someone else's brief. Own end-to-end GTM for your area, from positioning through launch and adoption, and influence the long-term GTM direction with cross-functional leaders. Introduce approaches not yet tried at Faire to solve open-ended problems, and influence how decisions get made across cross-functional teams. Positioning and narrative Develop deep customer understanding and translate it into clear, compelling positioning Make Faire feel simple to customers. Cut jargon, kill messaging that doesn't matter, and push back on product complexity that won't land. Build positioning from scratch and reposition existing products so they land with new or shifting audiences. Develop messaging narratives and personas that connect multiple products into one coherent story, driving long-term engagement and retention rather than one-off launch messaging. GTM and adoption Guide cross-functional GTM teams to operationalize complex, multi-channel campaigns, sequencing customer engagement and education to drive behavior change at the right moments. Drive adoption through the right motion for your area, whether sales-assisted or lifecycle-driven: equip sales teams to pitch and close, and build lifecycle and CRM comms that move customers from awareness to adoption to retention. Ship to learn: Make directionally right calls with ~70% of the information, put things in market, and iterate fast rather than waiting for perfect. Coordinate enablement across Revenue, CX, Lifecycle, and other partners to bring GTM plans to life. Influence, measurement, and craft Shape product roadmaps and program design upstream through customer insight, acting as a customer-centric thought partner to Product, Design, Legal, and other stakeholders. Communicate with clarity and credibility at the executive level, and use narratives, positioning docs, data, and insights to align senior stakeholders behind a direction. Build the business case and establish clear ROI for your GTM bets, including post-mortems and optimizations, a