Lessen is the tech-enabled, end-to-end property service provider that is transforming how commercial and residential real estate services are delivered and managed at scale. Lessen’s technology platform provides data-driven insights that unlock key growth opportunities for the entire real estate ecosystem—including investors, owners, managers, and service providers. The company leverages a network of over 30,000 vetted, qualified vendors (Lessen Affiliates) serving clients with over 1 million properties and completing more than 3.5 million work orders annually across an expanding range of services. Lessen, LLC is a venture-backed, privately held company with offices in Scottsdale and Chicago.
Summary
The Director of Product Marketing will build and lead the product marketing function, including product positioning, messaging, go-to-market strategy, and sales enablement across multiple product lines. This role involves close collaboration with the sales and product development teams to ensure marketing strategies align with product capabilities and sales objectives. Initially this role will operate as a strategic individual contributor, and over time will build and scale a product marketing team. The Director of Product Marketing reports to the SVP, Marketing.
Responsibilities
Positioning & Messaging Architecture Brand Strategy & Governance
· Define and evolve product positioning across:
o Residential
o Commercial
o Marketplace
o Lessen360
o Lessen Pro
o Aiden
o Emerging services
· Lead development of messaging houses
· Clarify ICPs, buyer personas, and vertical narratives
· Translate complex capabilities (including AI differentiation) into clear business outcomes
· Ensure consistency across website, decks, campaigns, and sales materials
Go-to-Market Strategy & Launch Excellence
· Own GTM strategy for product launches and major releases
· Partner with Product on roadmap communication and release planning
· Develop launch messaging, sales tools, competitive positioning, and internal enablement
· Create repeatable launch playbooks and processes
· Align cross-functional stakeholders (Product, Sales, Demand Gen, Customer Success)
Sales Enablement & Commercial Support
· Build and maintain core sales assets:
o Pitch decks
o Battlecards
o Objection handling
o ROI narratives
o Competitive comparison
· Develop vertical-specific messaging for priority segments (e.g., fitness, banking, medical, multi-family)
· Partner with Sales leadership to identify gaps in messaging and tools
· Support strategic deals with tailored positioning
Competitive & Market Intelligence
· Lead competitive research and narrative differentiation
· Equip Sales with clear, defensible competitive positioning
· Monitor industry trends in AI, property operations, marketplaces, and portfolio management
AI & Innovation Narrative
· Shape and scale the story around Aiden and Lessen’s proprietary data advantage
· Ensure AI differentiation is consistently communicated and commercially relevant
· Develop proof frameworks and metrics storytelling
Function Building & Leadership
· Establish foundational product marketing processes
· Create documentation standards and templates
· Define future team structure and hiring roadmap
· Mentor future PMM hires as the function scales
Other Responsibilities
· Perform ad-hoc projects and other duties as assigned
· Ensure confidentiality of internal and external data
· Limited travel is expected, primarily to support marketing events, and to participate in team meetings at our Chicago or Scottsdale AZ offices.
Qualifications
Minimum Qualifications
· Bachelor’s degree in business, engineering, computer science, or a related field required
· 8–12+ years in B2B product marketing roles
· Experience owning positioning and GTM strategy
· Proven success launching products in SaaS, platform, marketplace, or technology-enabled services environments
· Strong collaboration with Product and Sales leadership
· Experience translating technical differentiation into outcome-driven messaging
· Strong executive communication skills
Other Relevant Qualifications
· Experience in AI-enabled platforms
· Experience in property services or property management-related business
· Experience building a PMM function from scratch