Handshake Director, Product Marketing at Handshake owning employer-side market positioning and category strategy. Leads a team of product marketers to shape narrative and drive adoption across launches and channels.
Responsibilities
As Director, Product Marketing, you will own how the market sees Handshake on the employer side: not as a college job board, but as the career network employers rely on to find and hire talent in the AI economy. You will set the narrative and category strategy that puts Handshake in front of CHROs and talent leaders, and lead a team of product marketers who bring it to life across every launch and channel. You will report to the VP, Marketing and inherit a team of 3-4 product marketers, partnering closely with the EDU-side product marketing lead, Product, Sales, and the executive team.
Define and own the employer narrative and positioning that shows how the market sees Handshake, so that employers and CHROs see us as a strategic hiring partner rather than a college job board
Create and evolve the category story for the employer buyer, elevating our message beyond product features to win mindshare in a crowded HR tech landscape
Build thought leadership and content channels that put Handshake leaders in front of CHROs and senior talent decision-makers, growing executive awareness and pipeline influence
Lead, coach, and grow a team of 3-4 product marketers, setting a high bar for craft and strategic thinking across employer-side launches
Partner with Product, Sales, and Marketing leadership to translate roadmap and customer insight into launches and messaging that drive adoption and revenue
Align with product marketing on the EDU side and adjacent teams, including Handshake AI and our learning offerings, to keep one unified Handshake story across audiences
Qualification
8+ years in B2B product marketing
Required
8+ years in B2B product marketing, including leading a team of product marketers
A track record of creating or evolving a category, with the vision to reposition a company or product in the market
Experience elevating a narrative beyond the product, rather than selling primarily on features and specs
Experience marketing a marketplace or employment-related product, where the value comes from connecting both sides
Experience building executive-level content and thought leadership that reaches senior buyers such as CHROs
Strong cross-functional partnership with Product, Sales, and executive leadership on launches and go-to-market
Exceptional strategic storytelling and writing, with a high bar for craft in your own work and your team's
Based in the San Francisco Bay Area and able to work from our SF office
Preferred
HR tech or recruiting technology background, or existing relationships with talent and HR leaders
Experience marketing to both a supply side and a demand side of a two-sided network
