Senior Product Marketing Manager at Finite State | Powderkeg

Finite State partners with product security teams, the guardians of our connected world, to create transparency for their connected devices and supply chains. Our platform handles connected devices and embedded systems across all industries, including those found in enterprises, healthcare, utilities, connected vehicles, manufacturing facilities, critical infrastructure, and government entities.

We are a fast-growing series-B company with a fully distributed workforce. Led by a team of seasoned experts, we are a mission-driven team passionate about arming our customers with the actionable insights, critical vulnerability data, and remediation guidance necessary to mitigate product risk and protect the connected attack surface. We are committed to a remote first culture.

Role summary

We are looking for a skilled Product Marketing Manager to join our team and lead the development and implementation of our sales-led growth (SLG) and product-led growth strategies (PLG). The ideal candidate will be responsible for developing and executing marketing strategies that drive growth for our products.

You must be based in and authorized to work in the US.


  • Develop and execute a product marketing strategy that aligns with both enterprise SLG and PLG approaches
  • Work closely with the product management team to understand and communicate product features, benefits, and value proposition
  • Collaborate with the sales and marketing teams to develop and execute product messaging, positioning, and go-to-market strategies
  • Analyze market trends, customer insights, and competitive landscape to inform product marketing strategies
  • Develop and implement customer acquisition and retention strategies that support our growth models
  • Drive customer engagement and adoption through targeted marketing campaigns, messaging, and customer education programs
  • Measure and report on key performance indicators related to pipeline growth, including user acquisition, activation, retention, and expansion


  • Bachelor's or Master’s degree in Marketing, Business, or related field

What we’re looking for:

  • Experience in IoT/OT cybersecurity including: software security, supply chain security, AppSec, and/or SBOM
  • Simplify complex technologies into easy-to-understand and easy-to-break down concepts and value proposition messages
  • Proven experience in product marketing, including driving growth through a product-led approach
  • Strong analytical skills and ability to leverage data to inform marketing decisions
  • Experience working with cross-functional teams, including product management, sales, and customer success
  • Excellent communication and presentation skills
  • Familiarity with marketing automation and analytics tools
  • Demonstrated ability to drive results in a fast-paced, dynamic environment

It’s a plus if you also have:

  • Previous experience in management-level roles building teams
  • MBA or equivalent BA/BS in business, marketing or technical field
  • Experience presenting thought leadership content at conferences
  • Experience building and implementing a PLG strategy
  • Embedded device cybersecurity marketing experience

Success path


  • Familiarize yourself with the company's product portfolio and understand the existing marketing strategies
  • Build relationships with the product management team and gain insights into the product roadmap
  • Conduct a thorough analysis of the competitive landscape and customer personas to inform product marketing strategies


  • Develop a comprehensive product marketing strategy that aligns with the product-led growth approach
  • Collaborate with the sales and marketing teams to create product messaging and positioning that resonates with target customers
  • Initiate the implementation of targeted marketing campaigns to drive user acquisition and activation


  • Measure and report on key performance indicators related to the product-led growth model, including user acquisition, activation, retention, and expansion
  • Optimize and refine product marketing strategies based on insights gathered from the initial marketing campaigns
  • Drive customer engagement and adoption through customer education programs and initiatives to support the product-led growth strategy

About Us

Built on two decades of cybersecurity experience, our team of experts understands the hidden risks in today’s enterprise networks, where IoT vulnerabilities are quickly becoming the entry point of choice for cyber attacks.

We have a sense of duty to protect the critical infrastructure we rely on including medical devices, power grids and telecommunication networks. We were founded in 2017 in Columbus, Ohio.

Finite State has a transparent, collaborative and supportive culture - we are looking for people who have a growth mindset, are curious and innovative, and drive results. Our team is smart, but humble, hard working with lots of fun sprinkled in. Above all, our team is driven by our noble mission and we hold ourselves accountable to delivering to our customers every single day.

The Finite State platform brings visibility and control to the supply chains that create connected devices and embedded systems—all in a simple to use platform and at the scale manufacturers need to keep device production on time and on budget. After unpacking and analyzing every file, configuration, and setting in a firmware build, the platform generates a complete bill of materials for software components, identifies known and 0-day vulnerabilities, shows a contextual risk score, and provides actionable insights that product teams can use to secure their software

We are proud to be an Equal Employer Opportunity employer. We do not discriminate based upon race, religion, color, national origin, gender (including pregnancy, childbirth, or related medical conditions), sexual orientation, gender identity, gender expression, age, status as a protected veteran, status as an individual with a disability, or other applicable legally protected characteristics. Finite State is committed to working with and providing reasonable accommodations to applicants with physical and mental disabilities.

Job Summary
  • Job Title
    Senior Product Marketing Manager
  • Company
    Finite State
  • Location
  • Employment Type
    Full time
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