• Crafting compelling product narratives and positioning • Leading cross-functional commercialization efforts • Accelerating our product-led growth strategy • Guiding packaging decisions • Mentoring 1-2 PMMs • Synthesize market trends, competitive intelligence, and user feedback to inform positioning • Partner with Product to ensure market perspectives influence roadmap priorities • Develop differentiated messaging frameworks that resonate with target personas • Lead strategic thinking around product bundling and portfolio positioning • Set vision and strategic direction for user education and in-app campaigns • Guide development of scalable user activation and retention frameworks • Establish metrics and success criteria for product adoption and PLG initiatives • Own the launch framework and go-to-market playbook for major releases • Orchestrate cross-functional launch readiness and commercial planning • Define launch tiering methodology and resource allocation • Ensure consistent positioning and messaging across launch activities • Develop pricing frameworks that align with customer value perception • Collaborate with sales and finance leadership on market feedback and refine pricing strategy evolution • Mentor PMM associate(s) to support their career growth and Marketing team goals • Establish clear roles and processes between PMM, Product, Sales, and Marketing • Create systems that enable your team to scale content production, delivery, and enablement • Drive executive-level communication and stakeholder alignment

• Own end-to-end product launches—external market releases and internal team education—with full positioning, enablement, and amplification. • Manage complete customer success story lifecycle from identification through interviews, content creation, legal approvals, and distribution. • Build and run Siena Academy, creating curriculum that drives customer adoption and product value. • Create competitive intelligence system including battlecards, takedown decks, and positioning frameworks that help sales win. • Develop ROI calculators and business case materials that articulate value differentiation. • Build visual asset library with case studies, one-pagers, before/after comparisons, and templates sales can use immediately. • Establish tight feedback loops with sales, CS, and product to understand which assets drive pipeline and close deals. • Track marketing asset usage, pipeline impact, win rates, and revenue attribution to optimize what's working.

• Clearly identify and define target customer personas, ICPs, unique value propositions, and optimal messaging frameworks to drive engagement and adoption of all resident product offerings. • Collaborate with Product, Design, and B2B Marketing to define, execute, and optimize visual branding for various products. • Conduct market research, gather competitor intelligence, monitor and evaluate competitor strategies, execute win/loss customer interviews, and perform message testing to drive relevance and optimize messaging and positioning. • Continuous refinement of a comprehensive GTM strategy and successful new product launch plans: • Work in lockstep with Product Development and Marketing. Also work closely with Customer Experience, Client Success, Sales, and relevant internal and external teams, including contractors and agency support for copywriting, public relations, design, paid media, and web development. • Enable partner departments with targeted content, playbooks, sales decks, and messaging to ensure consistent product messaging that we articulate through all channels, aligning and informing all customer-facing functions. • Draft highly converting copy for paid ads, emails, landing pages, social media content, and customer-facing tools. • Develop automation, segmentation, A/B testing, and experimentation to further optimize campaign effectiveness. • Identify new opportunities to foster growth and product improvements. • Gain a deep understanding of our resident customers’ needs and deep knowledge of the multifamily industry. • Conduct market research, client and resident feedback interviews, and analyze data to shape growth strategy. • Developing a comprehensive GTM plans and executing deliverables as Fetch expands new services across 40+ markets. • Increasing resident-customer acquisition of our community-wide and personal services. • Creating lifecycle campaigns that increase product-specific adoption. • Optimizing the product marketing spend to drive better ROI. • Improving product sales enablement as Fetch redefines its UVP for multifamily clients and residents.

• Develop clear, differentiated messaging that translates product capabilities into business value • Own go-to-market strategy and execution for product and platform launches • Create high-impact assets (sales decks, demo scripts, blogs, and social content) • Build enablement materials like one-pagers, battlecards, and objection guides • Partner closely with Product and Demand Gen to align messaging and campaigns • Conduct customer interviews, competitive research, and win/loss analysis • Continuously refine messaging based on data, feedback, and performance