Product Marketing Manager (RBP)

At Second Nature, our people are our greatest differentiator. To build an industry-changing business, we don’t just need talent; we need an environment where high standards, continuous improvement, and customer obsession are the default.

Excellence is not a destination — it is how we show up every day. In twenty years time, we want every single employee to look back to their time at Second Nature and say: This is where I did my very best work. Where I grew the most. Where I pushed myself beyond what was comfortable. ✨

Today, we live in a world where everything has become convenient. Now you can get a ride anywhere, buy anything, answer any question with just a couple clicks on your phone. Convenience isn’t a luxury, it’s an expectation.
So why not renting? It’s still a chore to get utilities set up, buy renters insurance, get air filters changed, handle pest control, and more.
That’s why we’ve built the world’s first Resident Experience Platform that makes resident onboarding, resident services, and ancillary revenue effortless for property managers.
We’re passionate about turning friction into triple win experiences for residents, property managers, and investors. That way renting can be easy and rewarding for everyone.
And now you can join us. Apply today to join 290+ passionate, creative people who strive to make a difference each day so residents, property managers, and investors all win; creating the ultimate Triple Win! 🔥🔥🔥

We're looking for a Product Marketing Manager to lead go-to-market strategy and messaging for our core Resident Benefits Package products. You'll own how we talk about our products in the market — shaping and scaling positioning across sales, customer success, marketing, and our product partner network.

In addition to owning RBP product marketing, you'll lead competitive intelligence, ensuring our teams are informed, aligned, and equipped to win.

Own and evolve RBP messaging

• Audit current-state RBP messaging across channels and assets to identify gaps, inconsistencies, and opportunities

• Own and evolve positioning, messaging, and value props for our core RBP products to support internal training, external collateral, and product launches

• Collaborate with Product on RBP launches to keep messaging and market needs in sync as the product evolves

• Analyze property manager and resident adoption and engagement; consult Product and UX on optimization

Partner messaging and enablement

• Work closely with the Partnerships team to ensure cohesive, consistent messaging across our RBP product partners

• Develop and maintain partner-facing materials that reflect current positioning and reinforce the RBP value story

• Collaborate with Enablement on messaging rollouts through decks, one-pagers, battlecards, and product training materials

• Collect feedback from internal teams and iterate as the product and pitch evolve

Lead RBP launch excellence

• Serve as PMM owner for RBP launches, driving the go-to-market bill of materials from kickoff through enablement delivery

• Own launch-critical assets including the overview deck, positioning doc, messaging doc, one-pager, and battlecard; coordinate with Enablement, Content, and Creative on assets they produce

• Represent PMM in launch team meetings alongside Product, Enablement, Support, Legal, and RevOps, keeping GTM workstreams on schedule and unblocked

• Track launch status, flag risks early, and escalate blockers to the appropriate exec sponsor

• Conduct post-launch reviews to measure messaging effectiveness, sales adoption, and customer response, and feed findings back into future launches

Own competitive and customer insights

• Lead ongoing competitive intelligence, including tracking competitors, market trends, and customer pain points

• Build and maintain competitive assets (battlecards, win/loss analysis, positioning guides) that keep Sales and CS equipped to win

• Interview prospects, customers, and internal stakeholders to surface messaging gaps and strategic opportunities

• Translate insights into recommendations and present to cross-functional teams to drive alignment and action

Messaging strategy and execution

• Support product and initiative launches end-to-end, from messaging alignment to enablement, as one component of a broader GTM ownership role

• Ensure Sales, Success, and Marketing are equipped with current, consistent messaging at every stage

• Meet or exceed goals for new opportunities created and revenue contribution tied to PMM-supported initiatives

Persona and ICP development

• Complete detailed documentation for ideal customer profiles (ICP) and buyer personas

• Ensure ICP and persona insights are actively used across GTM workflows, including campaign targeting, sales training, and product feedback

• Keep documentation current and relevant as products scale

Go-to-market impact

• Contribute directly to measurable business outcomes, including:

  • Drive top of funnel interest in the form of leads, MQLs, and SALs

  • Improve RBP win rates across RBP-only deals and deals that also include Resident Onboarding.

  • Increase RBP activation rates

• Monitor and optimize GTM effectiveness using qualitative feedback and performance metrics

AI fluency

• Uses AI tools across the PMM workflow: customer insight synthesis, competitive research, messaging iteration, enablement content, and analysis

• Builds reusable AI workflows, prompts, or custom skills that scale PMM output across the team, not just for personal productivity

• Edits and pressure-tests AI output critically. Treats first drafts as a starting point and knows when to throw them out

• 3–5 years of product marketing experience. B2B required, B2B2C a plus.

• Experience refining and scaling product messaging across teams and channels

• Experience creating marketing collateral (e.g., web pages, explainer videos, sales decks, and email campaigns).

• Ability to explain technical concepts in simple terms for a non-technical audience.

• Highly organized and self-directed — you’re comfortable turning ambiguity into clarity that drives action and results

• Strong collaborator with cross-functional teams across Product, Sales, and Success

• Bonus: background in proptech, customer marketing, or customer enablement

🩺 Health First: Medical, Dental, Vision, Life Insurance, & 401K Plan

📍Location: Work remotely from anywhere in the US

📆 Flexibility: Open PTO and sick days

🤩 The Product: Beyond the awards and 5-star reviews, our clients and customers love what they can do with the world’s first Resident Experience Platform

🤗 Diverse, Inclusive Culture: We embrace employees from all backgrounds with openness and respect

💻 Training: A supportive team to help you grow your career and unlock your full potential

🚀 Growth: The opportunity to get in on the ground floor of a fast-growing startup that’s designing and developing an exciting category

We get it. Requirements can sometimes hold people back from applying to a job, but don’t let that be the case here. If you believe you have the skills it takes to elevate this role, team, and company, we encourage you to apply for this role.

Second Nature is an Equal Opportunity Employer and prohibits discrimination and harassment of any kind. We take action to ensure equal employment opportunities for all candidates and employees and to provide employees with a workplace free of discrimination and harassment. Our hiring decisions are based on business needs, job requirements and individual qualifications, without regard to race, color, religion or belief, family or parental status, or any other status protected by federal and/or state law.