KPMG US
Associate Director, KPMG Product Marketing & GTM Lead — Digital Finance Product
KPMG US, Boston, Massachusetts, us, 02298
Overview
KPMG is seeking an Associate Director, Product Marketing & GTM Lead - Digital Finance Product to join our Clients & Markets organization. Known for its culture and commitment to client success, KPMG delivers audit, tax and advisory services across industries. This role focuses on leading product marketing, go-to-market strategies, and related enablement for the Digital Finance Product. Responsibilities
Lead product naming from concept to clearance (trademark pre-checks, brand architecture fit, naming systems). Develop category definition and point of view to position software and products as category-defining; articulate differentiated value prop for use across channels; build content strategy across the funnel ( POV papers, solution briefs, demo videos, case studies, microsites/landing pages, webinar series, email nurtures ). Build a messaging house (product, solution, industry, role-based) and proof library (use cases, ROI, security posture, risk and trusted narrative for AI); set voice and tone across owned/earned/paid channels. Own the GTM plan (segments, buying personas, pricing/packaging guidance, launch phases, routes to market); partner with Sales/BD to design pipeline operating model (lead flow, MQL→SQL definitions, SLA with account teams, forecasting cadence, close-loop reporting); coordinate lead handoff and campaign-to-pursuit motion with industry practice leaders. Influence SEO strategy (keyword universe, topical authority, schema, backlink strategy) and conversion optimization (A/B tests, form strategy, UX copy). Run always-on digital campaigns (paid search, paid social, retargeting); grow social presence (especially LinkedIn) for brand and executives; create sales playbooks, discovery guides, objection handling, competitive battlecards, pricing one-pagers, and demo storylines; collaborate with Product and Delivery to translate roadmaps into value narratives and customer-ready demos. Build the events strategy (flagship launches, industry conferences, analyst summits, partner events) with tiered client target lists and meeting factories; secure speaking opportunities to advance KPMG's industry presence; define success metrics and dashboards; run postmortems and quarterly business reviews; maintain competitive intelligence and feed insights back to Product and GTM. Act with integrity, professionalism, and personal responsibility to uphold KPMG's respectful and courteous work environment. Qualifications
Minimum ten years of recent experience in B2B product marketing or GTM for enterprise software/AI/SaaS or technology-enabled services; minimum five years of owning launches and sales enablement and taking companies from 5 to 100 customers; minimum five years of recent experience in B2B product marketing in the Finance or AI area. MBA or relevant master's preferred; a Bachelor's degree in marketing, communications, business, or related field required. Proficiency with marketing tech and analytics (e.g., Salesforce, Marketo/HubSpot, Seismic/Highspot, Google Analytics/Adobe, SEMrush, LinkedIn Campaign Manager, Power BI/Tableau). Background in professional services or regulated industries; familiarity with independence and client confidentiality standards; experience with joint partner launches; ownership of digital demand engines for complex technology solutions; demonstrated success driving category creation/definition including naming and positioning. Experience partnering with Sales/BD to build pipeline, define MQL/SQL, and improve conversion/win rates in complex sales cycles. Understanding of enterprise AI concepts (LLMs, RAG, data governance, model risk, human-in-the-loop) and how they map to buyer pain points. Must be authorized to work in the U.S. without visa sponsorship now or in the future. Additional
Salary ranges and comprehensive benefits are provided as described in the posted materials. KPMG is an equal opportunity employer. All qualified applicants will receive consideration without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, citizenship status, disability, protected veteran status, or any other status protected by law.
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KPMG is seeking an Associate Director, Product Marketing & GTM Lead - Digital Finance Product to join our Clients & Markets organization. Known for its culture and commitment to client success, KPMG delivers audit, tax and advisory services across industries. This role focuses on leading product marketing, go-to-market strategies, and related enablement for the Digital Finance Product. Responsibilities
Lead product naming from concept to clearance (trademark pre-checks, brand architecture fit, naming systems). Develop category definition and point of view to position software and products as category-defining; articulate differentiated value prop for use across channels; build content strategy across the funnel ( POV papers, solution briefs, demo videos, case studies, microsites/landing pages, webinar series, email nurtures ). Build a messaging house (product, solution, industry, role-based) and proof library (use cases, ROI, security posture, risk and trusted narrative for AI); set voice and tone across owned/earned/paid channels. Own the GTM plan (segments, buying personas, pricing/packaging guidance, launch phases, routes to market); partner with Sales/BD to design pipeline operating model (lead flow, MQL→SQL definitions, SLA with account teams, forecasting cadence, close-loop reporting); coordinate lead handoff and campaign-to-pursuit motion with industry practice leaders. Influence SEO strategy (keyword universe, topical authority, schema, backlink strategy) and conversion optimization (A/B tests, form strategy, UX copy). Run always-on digital campaigns (paid search, paid social, retargeting); grow social presence (especially LinkedIn) for brand and executives; create sales playbooks, discovery guides, objection handling, competitive battlecards, pricing one-pagers, and demo storylines; collaborate with Product and Delivery to translate roadmaps into value narratives and customer-ready demos. Build the events strategy (flagship launches, industry conferences, analyst summits, partner events) with tiered client target lists and meeting factories; secure speaking opportunities to advance KPMG's industry presence; define success metrics and dashboards; run postmortems and quarterly business reviews; maintain competitive intelligence and feed insights back to Product and GTM. Act with integrity, professionalism, and personal responsibility to uphold KPMG's respectful and courteous work environment. Qualifications
Minimum ten years of recent experience in B2B product marketing or GTM for enterprise software/AI/SaaS or technology-enabled services; minimum five years of owning launches and sales enablement and taking companies from 5 to 100 customers; minimum five years of recent experience in B2B product marketing in the Finance or AI area. MBA or relevant master's preferred; a Bachelor's degree in marketing, communications, business, or related field required. Proficiency with marketing tech and analytics (e.g., Salesforce, Marketo/HubSpot, Seismic/Highspot, Google Analytics/Adobe, SEMrush, LinkedIn Campaign Manager, Power BI/Tableau). Background in professional services or regulated industries; familiarity with independence and client confidentiality standards; experience with joint partner launches; ownership of digital demand engines for complex technology solutions; demonstrated success driving category creation/definition including naming and positioning. Experience partnering with Sales/BD to build pipeline, define MQL/SQL, and improve conversion/win rates in complex sales cycles. Understanding of enterprise AI concepts (LLMs, RAG, data governance, model risk, human-in-the-loop) and how they map to buyer pain points. Must be authorized to work in the U.S. without visa sponsorship now or in the future. Additional
Salary ranges and comprehensive benefits are provided as described in the posted materials. KPMG is an equal opportunity employer. All qualified applicants will receive consideration without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, citizenship status, disability, protected veteran status, or any other status protected by law.
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