Director of Product Marketing

About Planday Planday from Xero is a leading workforce management platform built for the people who power shift-based businesses. Our mission is simple: to make shift work more human. We serve the people who serve everyone else — helping teams reach their full potential, at work and in life. Founded in 2004 and headquartered in Copenhagen, Planday supports over 400,000 users across Europe and beyond. Powered by a community of local industry experts, our platform is easy to use, secure, and built to scale — from payroll and scheduling to AI-powered workforce intelligence. Planday was acquired by Xero in 2021. The Opportunity We are looking for a Director of Product Marketing to join our growing marketing team at a pivotal moment in our journey. This is a player-coach role : 75% hands-on craft and execution, 25% leading and mentoring a small, talented team. You will define how we bring Planday to market — setting the strategic direction for our messaging, go-to-market engine, and the enablement that connects product innovation to commercial outcomes. You are the champion of the customer and the voice of our product's potential. This is the right role for a Product Marketer who is ready for their next step — someone who leads with insight, earns influence through craft, and believes the best product marketing is built on deep customer understanding, sharp strategic thinking, and relentless cross-functional partnership. What You'll Do Market Intelligence Competitive Analysis: Define and lead Planday's competitive intelligence strategy — synthesising competitor positioning, pricing, and product signals into clear, insight-driven recommendations that sharpen our differentiation and inform product and commercial decisions Customer Research: Lead a continuous programme of customer research and product usage analysis — translating buyer motivations, adoption patterns, and churn signals into strategic insight that shapes product direction and marketing priorities Product Positioning Value Proposition Definition: Define and own Planday's positioning and messaging architecture — establishing an insight-backed narrative that spans ICPs, personas, and markets, and serves as the strategic foundation for every marketing activity and commercial conversation Packaging & Pricing: Lead the strategic direction of Planday's packaging and pricing — partnering with Finance, Commercial, and Product teams to define tier structures and pricing models that drive revenue growth and competitive advantage Go-to-Market (GTM) Launch Strategy & Execution: Define and lead Planday's end-to-end GTM strategy for product launches — setting the framework for cross-functional alignment, establishing launch excellence as a repeatable standard, and ensuring every release lands with commercial impact Content & Collateral: Set the strategic direction for Planday's core product content — commissioning and shaping website copy, product pages, datasheets, case studies, and demo scripts that reflect our positioning and drive measurable conversion Sales & Growth Sales Enablement: Define Planday's sales enablement strategy — building a best-in-class suite of data-informed playbooks, battlecards, and training programmes that equip customer-facing teams to win consistently and close efficiently Marketing Alignment: Drive commercial alignment across Regional, Partner, Performance, and Brand & Content Marketing — ensuring every campaign and customer touchpoint is anchored in Planday's strategic positioning and backed by customer insight Adoption & Retention Lifecycle Marketing: Lead the lifecycle marketing strategy — partnering with post-sales functions to define the data-driven messaging, user journeys, and targeted interventions that drive activation, expansion, and long-term retention across the customer base Team Leadership Define the vision and operating model for the Product Marketing function — setting clear objectives, building a culture of craft and accountability, and raising the bar on what great product marketing looks like at Planday Serve as a strategic partner to the CMO and senior leadership — bringing a data-informed point of view to business planning, investment decisions, and commercial strategy Represent Product Marketing at a leadership level across the business — influencing product roadmap decisions and commercial priorities through customer insight and market intelligence What You'll Bring Experience & Skills 6–10 years in product marketing within a B2B SaaS environment, with proven breadth across the full product marketing toolkit — from positioning and GTM to enablement and lifecycle A track record of defining and executing product marketing strategy that has delivered measurable commercial impact — pipeline growth, improved win rates, or accelerated adoption Deep expertise in messaging and positioning — you know how to build a data-backed narrative that cuts through, differentiates, and converts Demonstrated ability to lead end-to-end GTM programmes — from strategic framing and cross-functional alignment through to execution and post-launch measurement Strong sales enablement leadership — you've built the strategy, created the assets, and seen the outcomes in pipeline and win rate improvement Proven experience partnering with Product at a senior level — influencing roadmap decisions with customer and market insight, not just supporting launches Demonstrated people leadership experience, with the ability to develop talent, build high-performing teams, and create clarity in ambiguous environments How You Show Up Customer-obsessed — you start with the customer problem, not the product feature A builder by nature — you're energised by creating things from scratch and iterating until they land Commercially sharp — you understand how marketing connects to revenue and you're comfortable being held to it Cross-functional by instinct — you build trust across Sales, Product, and Marketing without needing a mandate Clear communicator — both written and verbal; you can simplify the complex and get the room aligned AI-curious — you actively look for ways to embed AI into how you work, from competitive intelligence to GTM workflows Why Planday A high-impact role at a company with strong commercial momentum and a clear market focus Work at the intersection of product and go-to-market — your work will directly shape how Planday grows A collaborative, ambitious team that values craft, clarity, and getting things done Flexible location — London or Copenhagen, with a hybrid working model Competitive salary, benefits, and the opportunity to grow with the business At Planday, we firmly believe that diversity and inclusion are the cornerstones of innovation and a vibrant workplace culture. As an equal opportunity employer, we strive to create an equitable experience for all candidates throughout the process. Please let us know if you need any reasonable adjustments during the application or interview process.