Director, Go-To-Market & Product Marketing

Pay Range

$108,000 - $120,700 per year

Role Summary

As the American Arbitration Association continues to innovate and develop new AI-enabled products that are transforming dispute resolution, it is seeking a Director of GTM & Product Marketing to drive revenue-focused sales enablement that directly impacts our go-to-market and product success. This newly created role sits within Marketing and will drive meaningful collaboration across Sales/Business Development, Product, and Partners/Alliances teams to drive product consideration, trial, and adoption

The Director of GTM & Product Marketing will help a trusted legal institution embrace a customer-focused go-to-market culture to advance awareness and adoption of its award-winning solutions, including the AI Arbitrator and soon-to-launch Resolution Simulator.

The Director will ensure that business development and product teams are equipped with collateral and materials to effectively engage potential customers and drive interest and demand across the marketplace. The Director will ensure that customer needs and the customer voice are front and center for both cross-functional product road mapping and outreach campaigns, by delivering insights into buyer persona needs and opportunities.

Key Responsibilities

Positioning and messaging

• Develop positioning, value propositions, and messaging frameworks for AAA's products and solutions.
• Translate complex legal, technology, and AI topics into clear, buyer-ready language.
• Partner with Communications to keep offering-level messaging aligned with the corporate story.

Sales and business development enablement

• Build and maintain the enablement library: pitch decks, talk tracks, one-pagers, battlecards, FAQs, and objection handling.
• Design and deliver programs that help business development teams engage customers and prospects, uncover new openings, and turn conversations into opportunities.
• Develop demand generation and lead capture programs anchored in thought leadership, as well as lead nurture programs to support interested prospects.
• Map conversation pathways for leads across the full spectrum of product and service offerings to create a path for AI product consideration and adoption.
• Embed with business development: join customer calls, attend pipeline reviews, and learn where conversations stall and what teams need to move forward.

Product liaison

• Serve as Marketing's partner to Product, bringing market and customer insight into product planning.
• Coordinate market readiness for new and updated offerings: messaging, enablement, and launch communications.
• Close the loop after launch by sharing field and customer feedback with Product.

Buyer insight and personas

• Build and maintain buyer personas covering the different users, influencers, and decision makers we serve.
• Ground personas in real evidence that may include customer conversations, sales calls, and win/loss analysis.
• Help align content, education, and events to the needs of each persona.
• Identify new prospects and opportunities for teams to engage.

Competitive and market intelligence

• Track the competitive landscape and market trends, and maintain competitive positioning.
• Equip teams to explain clearly how AAA offerings compare with alternatives.

Customer advocacy

• Develop case studies, success stories, and reference programs that support business development.

Partner and alliance storytelling

• Identify joint storytelling, co-marketing, and co-branding opportunities with partners and alliances.
• Create partner enablement materials (joint positioning, pitch decks, one-pagers, solution briefs) so partners can represent AAA accurately.

Qualifications

• 8-12+ years of experience in B2B product marketing, GTM/field marketing, partner marketing, or business development roles in AI, SaaS, legal tech, or professional services organizations.
• Proven experience building positioning, messaging, and enablement programs that improved how teams sell.
• Hands-on experience working cross-functionally and building connections and collaboration across marketing, revenue, product, and partner teams, driving enablement that influences pipeline, deal velocity, and win rates.
• Ability to translate technical and product-focused messages into customer-first narratives and buyer-ready language - and to help business development and sales teams do the same.
• Comfort spending time with customers and in the field.
• Demonstrated ability to define KPIs, analyze performance, and optimize programs based on data.
• Strong leadership presence with the ability to influence stakeholders and bring structure to complex environments.
• Excellent strategic thinking, writing, communication, and problem-solving skills.