Principal PMM, Brand Narrative & Keynote

Official role information

Hi 👋 I’m Rosalia https://www.linkedin.com/in/rosaliacefalu/, and I look after our Product Marketing team at Ashby. I started my career in Product Marketing and helped build the Sales Enablement function at HubSpot during its journey from startup to IPO. Since then, I've worked across RevOps and Customer Marketing at Procore and Meta, partnering with incredible teams to bring differentiated products to market. I first heard of Ashby through our Head of Content, Anum, with whom I'd spent those early days at HubSpot, and was inspired by the level of thoughtfulness and operating principles I saw and read about. I joined Ashby in April of 2024 to lead Product Marketing, thrilled to build something meaningful with people I admire, and to help shape the future of hiring in a way that's thoughtful, effective, and human. We're a small team with high standards and mutual respect for our teammates and community. The way we do Product Marketing at Ashby reflects that, all with a good dose of fun 🎉. We value clarity over cleverness, lean into autonomy, and treat writing well and first-principles thinking as core parts of the job. What we’re looking for We're looking for a Principal PMM to own Ashby's overarching company and brand narrative. This role is about deeply understanding what Ashby is building, why it matters, and what makes it meaningfully different, then connecting the dots and translating that clarity into messages that different audiences can engage with productively. You will synthesize inputs from customer research, product direction, market dynamics, and company vision into clear, compelling narratives that scale across the business. You’ll own the messaging framework that serves as the foundation for the business and flexes across audiences and segments. Your work will manifest across every surface – from the headline on a billboard in San Francisco to the copy at a conference booth to the stories the sales team tells on the phone. This is a senior, high-visibility role that works closely with our CEO, Benji https://www.linkedin.com/in/benjaminencz/, and sits at the center of how Ashby tells its story to the world. You'll own our biggest annual narrative moment - the Ashby One Keynote https://www.ashbyhq.com/ashby-one/2026/san-francisco/product-keynote - in addition to shaping the company narrative day to day. You'll also go deep on narrative for our startup and lower mid-market segments, working closely with our Enterprise PMM to make sure the overarching story stays coherent as it flexes across segments. This role starts as an individual contributor. Over your first few quarters, you'll focus on building and advancing the foundational work - the narrative, the frameworks, the keynote process - before growing and hiring a team underneath you. Your Background There's no perfect path into this role. We're open to a variety of backgrounds, including: - Product Marketing - Brand or Corporate Marketing - Content or Communications leadership What You’ll Do Own Ashby's company and brand narrative - Own the differentiation story at the company level - the message that has to work broadly, across every segment, without dilution. - Maintain a scalable messaging framework that feeds into other teams’ work and go to market campaigns. - Serve as the connective thread that keeps segment-specific narrative (Enterprise, startup, mid-market) consistent with the overarching company story. - This work includes things like: - Maintaining strong proximity to the “front line” to ensure messaging reflects the real needs, objections, and language of our buyers. - Listening to Gong calls and engaging directly with customer-facing teams - Conducting one-on-one customer interviews and surveys - Running qualitative and quantitative market research studies - Using AI tools to synthesize findings across larger data sets Own the annual keynote - Own the narrative arc for Ashby's annual keynote, working directly with the CEO to shape and refine the story. - Partner with other members of the PMM team to weave product launch content into the broader keynote narrative. - Drive the overall progress and planning of keynote development, speaker management, and the details that make this an engaging, standout event. Drive segment-specific narrative and content for startup and lower mid-market - Conduct deep research and develop messaging for the startup and lower midmarket audiences, working closely with Sales Leadership when necessary - Own narrative development and content like sales decks and enablement content for startup and lower mid-market audiences - Partner with the Enterprise PMM, who will own upper mid-market and Enterprise narrative, to make sure both ends of the business tell a coherent, unified story. - Work closely with our Partnerships team to ensure the work we do with our VC Program weaves into broader messaging Build the foundation, then build the team - Spend your first few quarters owning and evolving the narrative frameworks, keynote process, and segment-specific work - Then partner with the Director of Product Marketing to grow a team under you Examples of Projects You'll Work On - Keynote ownership: Partner with Benji on the narrative arc for our next major keynote, coordinating input from other PMMs and the Product and Engineering orgs. - Company narrative refresh: Lead the next refresh of Ashby's top-level differentiation story as the market and product evolve - includes research with our sales teams and customers, developing new narratives and arcs, updating decks, and partnering with the rest of PMM to roll out polished final assets. - Startup/mid-market messaging and enablement: Build out narrative and content specific to early and scaling talent teams evaluating Ashby. - Cross-segment alignment: Audit messaging across Enterprise, Mid-market, and Startup content to make sure the story holds together end to end. 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