POSITION OVERVIEW
Product marketing at Mews is at a turning point. The function has been effective at launching products; what it has not yet built is the strategic layer that comes after launch – the continuous positioning, adoption strategy, and market intelligence that makes each product more valuable over time. This role owns that shift.
The Director of Product Marketing and Market Research is a combined senior leadership role responsible for two things that should never have been separated: how Mews brings products to market, and how Mews understands the market it operates in. You will lead the product marketing team, own the research and customer insights function, and serve as the go-to authority on both disciplines for senior leadership across the business.
Mews operates across property management, fintech and payments, guest experience, and marketplace. The right person for this role knows how to build a coherent positioning story across a complex multi-product portfolio – and how to ground that story in real market intelligence, customer insight, and competitive understanding rather than assumption.
RESPONSIBILITIES
Product marketing strategy
- Define and own product marketing strategy across the Mews portfolio – covering positioning, messaging, and go-to-market execution from launch through adoption and ongoing engagement.
- Build and govern the global product launch framework so that launches are scalable and repeatable, with clear handoffs between strategy and execution.
- Own product adoption and post-launch engagement strategy – moving the function beyond launch execution to continuous market thinking that drives usage, retention, and revenue contribution.
- Partner with Product, Sales, RevOps, and Customer Success to ensure product marketing strategy connects to commercial outcomes and is reflected in how the business goes to market.
- Own NPS tracking programs and design the measurement framework for product marketing impact, including product attach rates, adoption metrics, and pipeline contribution.
Market research and customer insights
- Own the end-to-end market research function: identifying research opportunities, designing methodology, running studies, synthesising findings, and activating insights across the business.
- Lead primary and secondary research initiatives that inform strategic, commercial, and product decisions – including competitive analysis, customer behaviour, market sizing, and buyer intelligence.
- Build competitive intelligence as a structured, ongoing discipline – not a one-off project. Translate competitive signals into positioning decisions, sales enablement, and product roadmap input.
- Serve as the functional authority on what the market is telling Mews, and translate that into insight narratives that influence senior leadership decisions and business strategy.
- Work closely with Strategy, Product, RevOps, and Marketing to ensure insights land where decisions get made, not just where they get read.
Team and function leadership
- Lead and develop a team of product marketers, setting clear expectations, building capability, and creating a culture of commercial accountability.
- Set the operating model for how the team works with AI – determining where AI handles execution tasks and where human judgment is irreplaceable, and building team-level standards accordingly.
- Serve as the senior leadership go-to on product marketing and market intelligence – the person any executive can trust for a well-grounded, commercially-connected answer.
- Represent product marketing and research in executive forums, contributing to annual planning and portfolio prioritisation decisions.
REQUIREMENTS
Professional knowledge and experience
- 10+ years in B2B SaaS marketing, with the majority of that time in product marketing – not demand generation, not agency, not brand-only roles.
- Has held a Director, Senior Director, or Head of Product Marketing title, or a broader marketing leadership title that included ownership of the product marketing function.
- Proven track record managing and developing a multi-person product marketing team, including hiring, coaching, and performance management.
- Experience owning or significantly contributing to a market research or customer insights function – primary research methodology, competitive intelligence programs, or voice-of-customer work.
- Deep understanding of B2B SaaS go-to-market strategy: positioning, messaging architecture, pricing and packaging alignment, sales enablement, and lifecycle marketing.
- Experience building or significantly reshaping a product marketing function – not just managing an inherited one.
- Has operated in a lean, fast-moving environment such as a scale-up, growth-stage, or pre-IPO company. Experience only in large enterprise environments with unlimited resources is unlikely to be a strong fit.
Skills and capabilities
- Owns GTM strategy end-to-end – from initial positioning through post-launch adoption and continuous market engagement. Experience limited to launch execution is not sufficient.
- Connects product marketing directly to revenue outcomes. Can articulate how their work has influenced pipeline, product attach rates, adoption, or retention – not just campaign outputs.
- Translates research into business decisions – not just insight reports. Has a track record of research that changed a strategic or commercial direction.
- Multi-functional marketing experience beyond product marketing, for example content, SEO, digital, demand generation, or go-to-market strategy.
- Metrics-driven. Comfortable defining and owning the measurement framework for both product marketing impact and research quality.
- Strong senior stakeholder communication. Able to influence executive decisions, present with authority, and earn trust through substance rather than seniority alone.
- Publicly visible in the product marketing or insights community – speaker, writer, or recognised contributor to the discipline. Not a requirement, but a meaningful differentiator.
AI fluency
AI is changing the product marketing function in a way that is more structural than any other recent technology shift. A significant part of this role is deciding what that means for the team at Mews – what AI handles, what stays human, and how to build a team that operates at a higher strategic level as execution work is automated.
We expect this person to: use AI tools deliberately and with criteria; describe specific examples of AI changing how they or their team works strategically; have a point of view on where the product marketing function is heading as AI matures; and build team-level standards for AI use, including how to review and quality-control AI-assisted outputs before they reach senior stakeholders or customers.
NICE TO HAVE
- Fintech, payments, or financial services product marketing experience.
- Hospitality, travel tech, or hotel SaaS background.
- Both fintech and hospitality in one profile is the strongest possible combination for this role.
- Global market experience.
- Experience in a company that has undergone a go-to-market transformation.
Compensation
Spain: €100.000—€156.500 EUR
UK: £133,000—£161,000 GBP
Netherlands: €116.000—€165.000 EUR
France: €97.000—€151.000 EUR
Sweden: 1 137 000 kr—1 788 500 kr SEK
Ireland: €111.500—€174.000 EUR
Canada: $169,000—$264,000 CAD
Pay Transparency at Mews
Salary ranges are provided in good faith and reflect current market conditions and internal pay structures. Final compensation may be adjusted based on funding, budget constraints, or exceptional candidate qualifications, but will remain within reasonable proximity to the stated range.
This salary disclosure is provided in compliance with applicable pay transparency legislation. We are committed to equal pay practices and prohibit salary history inquiries during our recruitment process.
If the location you're applying from wasn't originally advertised for this role, salary range information is available upon request at any point during the application/interview process - your recruiter will be able to help.
What’s in it for you?
Our success is powered by our incredible people, supported by benefits that help them thrive.
Global benefits
No matter where you’re based, you’ll enjoy:
- Unlimited paid holiday (yes, really)
- Participation in our company share program
- Paid parental leave (6 months fully paid for primary caregivers, 2 months for secondary, available after one year of service)
- An annual Learning budget of €300 (and more for high performers) to support your development
- Monthly "EDGE" time to Explore, Develop, Grow, and Elevate yourself
- A work from anywhere policy with flexibility to work abroad for a few weeks each year
- Relocation options, available after one year
- Flexible, hybrid working options
- A home office setup budget to make your workspace your own and a monthly work-from-home allowance
- Claude tokens, so you can automate workflows and build smarter, more efficient ways of working
Local benefits
You'll receive additional benefits that vary by location, from healthcare and retirement plans to team events, socials and other perks. Ask us about it during your interview process.
Life at Mews
We’re an equal opportunities employer. We value teams that reflect the diversity of the customers and communities we serve. Different perspectives make better ideas, stronger products and a more welcoming company.
We also believe transparency is important when deciding if you're the right fit. Mews is an ambitious, high-pressure environment of continuous learning and high standards. Success here requires resilience, adaptability and a willingness to solve difficult problems.
A few things that define how we work:- High autonomy means high responsibility. People are expected to take ownership and drive outcomes. There isn’t a detailed playbook for everything, and that’s part of what makes the work challenging – and rewarding.
- Change is constant. We’re growing quickly and adapting as we scale. Teams, processes and priorities continue to evolve, and only people who stay curious and agile will thrive.
- We’re remote-first, not relationship-free. Flexibility is core to how we work, but strong relationships still matter. Our teams are global, so we need expert collaborators and communicators to help us move forward together.
- AI is an integral part of our processes. It’s not here to steal people’s jobs, but to amplify efficiency and productivity. We’re motivated to proactively use the technology to seek out better ways of working and share our findings with the rest of the company.
If there's anything we can do to support you during the application process, let us know.
We don't discriminate on the basis of race, religion, colour, nationality, gender, sexual orientation, age, marital status, veteran status, disability or any other protected characteristic.
One final thing: don't hold back. If you don't meet 100% of the criteria in this job description but you're certain you could make a big impact, apply. Everyone should have equal access to opportunities, and we're committed to providing an inclusive experience.
If Mews sounds like the kind of environment where you'd thrive, we'd love to hear from you.
