Principal Go-to-Market Lead

About the Opportunity

Our client is building a portfolio of AI-native products that are transforming how a large enterprise operates through intelligent automation, generative AI and agentic workflows.

They are seeking an experienced Principal Go-to-Market Lead to establish and lead the Go-to-Market function, owning product positioning, launch strategy, adoption and product marketing across a growing portfolio of AI products.

This is a senior leadership opportunity for someone who combines exceptional product marketing expertise with the ability to build high-performing GTM organisations from the ground up.

The Role

The Principal Go-to-Market Lead will be responsible for creating the organisation's GTM capability, ensuring every AI product is positioned effectively, launched successfully and adopted at scale.

Working closely with Product, Engineering and Executive Leadership, this individual will define the messaging strategy, establish repeatable launch processes and build data-driven frameworks to measure adoption and market fit.

This role is ideal for a Product Marketing leader who thrives in fast-paced, product-led environments and has successfully built GTM functions within high-growth technology businesses.

Key Responsibilities

Product Positioning & Narrative

Define the positioning, messaging and value proposition across the AI product portfolio.
Develop compelling product narratives tailored to both executive stakeholders and end users.
Ensure consistent messaging across all customer and internal communication channels.
Continuously evolve positioning based on customer feedback, product maturity and market dynamics.
Establish best practices for product marketing and communication across the organisation.
Support executive engagement through high-quality presentations, strategic messaging and product storytelling.

Go-to-Market Strategy & Product Launches

Build and lead the Go-to-Market function from the ground up.
Recruit, mentor and develop a team of Product Marketing Managers.
Design and implement a scalable GTM operating model supporting multiple product teams.
Own launch planning, product release coordination and cross-functional execution.
Develop sales enablement, onboarding materials, product demonstrations and launch assets.
Drive continuous improvement through launch retrospectives and performance analysis.

Product Adoption & Market Success

Develop frameworks for measuring product adoption, engagement and customer satisfaction.
Partner closely with Product Management to improve activation, retention and long-term adoption.
Analyse customer feedback and usage data to identify opportunities for product improvement.
Lead change management and adoption initiatives that increase product utilisation.
Build segmentation, packaging and pricing strategies as the product portfolio evolves.

Cross-Functional Leadership

Partner with Product, Engineering, Design and Commercial teams throughout the product lifecycle.
Manage external branding, marketing and strategic partners where required.
Ensure alignment between product strategy, GTM execution and overall business objectives.
Champion customer-centric thinking across the organisation.

Required Experience

12+ years experience in Product Marketing or Go-to-Market leadership within technology organisations.
Minimum 6 years leading Product Marketing or GTM teams.
Proven experience building and scaling GTM functions in product-led organisations.
Strong background managing product launches across multi-product portfolios.
Deep expertise in positioning, messaging, product storytelling and market strategy.
Experience working closely with Product Management and Engineering teams.
Excellent written and verbal communication skills with the ability to influence executive stakeholders.
Experience using AI tools to improve marketing effectiveness, content development and customer insights.
Demonstrated success managing external agencies and strategic partners.

Preferred Background

Experience within one or more of the following environments would be advantageous:

AI-native technology companies
SaaS or enterprise software businesses
Product-led growth organisations
Deep technology or emerging technology companies
Highly regulated industries
Large-scale digital transformation programmes

Technical & Commercial Knowledge

Candidates should demonstrate experience with:

Product Marketing
Go-to-Market Strategy
Product Positioning & Messaging
Product Launch Management
Customer Adoption & Engagement
Product Analytics
AI & Generative AI technologies
Change Management
Product Lifecycle Management

Personal Attributes

The successful candidate will demonstrate:

Exceptional communication and storytelling skills
Strategic thinking with strong commercial acumen
Customer-first mindset
Strong leadership and coaching capability
Excellent stakeholder management
Data-driven decision making
Bias for action and execution
Ability to thrive in fast-moving, high-growth environments

Why Join

This is an opportunity to build and lead the Go-to-Market function for a portfolio of innovative AI products, shaping how cutting-edge technology is positioned, launched and adopted across a large-scale enterprise. You'll play a critical role in transforming product innovation into measurable business impact while working alongside senior technology, product and business leaders.

Principal Go-to-Market Lead (AI)