Director of Product Marketing and Market Research

Help make the world more hospitable The hospitality industry is uniquely human, and it deserves technology that’s just as inspiring as the people behind it. At Mews, we’re transforming the industry with a platform that helps hotels run smarter, move faster and create better guest experiences. You’ll work with smart, curious people who care deeply about what they do. You’ll have autonomy and the trust to make good decisions and move quickly. And you’ll enjoy a real sense of purpose as you see the impact of what we’re building. If you’re motivated by ownership, curiosity and meaningful impact, and are driven to deliver consistent high performance, you’ll feel at home here.

About the role

Let's get into the specifics. It’s impossible to capture every nuance of a role – especially at a rapidly growing company like Mews – but if we had to distil it into a job description (which we do because this is a job description), it would be this: 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