Product Marketing Manager

About Canibuild

Canibuild is the proptech company transforming how people plan and start construction projects, whether you’re a government agency, builder or property owner. With over 1 million site assessments completed and 8,500+ clients across the US, ANZ and CA, Canibuild’s AI-powered platform delivers instant site feasibility, automated pre-permitting, and real-time 3D visualization for homes, ADUs, pools, sheds, garages, and more. From zoning checks to public inquiries and the digitization of planning workflows, Canibuild simplifies compliance and planning for everyone. We’re redefining how the world builds. Learn more at canibuild.com.

Brief of the Role & What's in It for You

This is a great opportunity for someone with 4-6 years of product marketing & GTM experience, or 4+ years in customer-facing or product roles, to join a fast-growing construction tech as we scale across multiple international markets, a chance to shape yourself into a 360-degree product marketing manager while future-proofing your skills in an era where AI is reshaping GTM.

You'll not just build content and execute GTM—you'll be the bridge between all GTM-channel owners and product management while building a deep understanding of builders, developers, and the construction workflow.

You'll continuously work with GTM stakeholders to drive demand. "How do we move the needle for expansion and retention?" This is a question you'll ask every month.

You'll continuously help close the loop by reading market behavior to our launches, understanding regional differences (US vs ANZ markets), and reinforcing our strategy through relaying key data to all stakeholders involved. Slowly and steadily, you'll also move to the strategy table where you'll work with leadership to shape our positioning as we expand to new markets and product lines. You'll be encouraged to use and improve AI workflows to be 2x effective in sales intelligence, competitor research, ICP refinement, and content development.

Roles & Responsibilities

Product Launch & Enablement

· Launch key features and products (like InstaDocs, LeadConverter, and new platform capabilities) ensuring all GTM-facing teams understand value propositions and have necessary resources to deliver that value across customer touchpoints.

· Create sales enablement assets including interactive demos (Storylane), lifecycle email campaigns, re-engagement sequences, and product one-pagers

· Build in-app messaging and adoption campaigns using Pendo to drive feature discovery and expansion

Market Intelligence & Customer Understanding

· Familiarize yourself with builders, developers, and construction professionals through customer conversations, site planning workflows, and competitive landscape analysis

· Continuously assess market behavior by monitoring feature adoption, analyzing sales intelligence, conducting competitor research, and gathering GTM feedback

· Stay on top of key competitors in construction tech and site planning software, reinforcing our messaging, positioning, and differentiators

PLG Strategy & Growth

· Own and optimize product-led growth initiatives for user activation, retention, and expansion

· Define and execute ICP frameworks to improve lead quality and conversion rates

· Monitor product metrics (activation rates, feature adoption, expansion MRR) and use data to iterate on positioning and campaigns

Cross-Functional Collaboration

· Help product close the loop by actively synthesizing customer feedback, usage data, and market insights into actionable recommendations for roadmap prioritization

· Partner with sales to conduct webinars, create pitch decks, and develop territory-specific messaging (US and ANZ markets)

· Work with customer success to understand onboarding friction points and create resources that improve time-to-value

Regional Market Plays

· Ensure key market plays aimed at specific segments (residential builders, volume builders, custom home designers) are defined and executed

· Tailor positioning and messaging for regional nuances in US and ANZ markets.

· Support TOFU organic conversion improvements through website optimization, SEO strategy, and improved positioning.

Key Skills Required to Succeed in This Role

Must-Haves:

Content & Storytelling: build and influence content development for various funnel stages, from awareness content to conversion-focused interactive demos

Product & Market Fluency: strong understanding of B2B SaaS positioning; execute messaging that translates across touchpoints (emails, ads, sales decks, in-app guides)

Story-Led Communication: content and copy lead with compelling stories about builders' pain points, leveraging features and metrics to substantiate those narratives

AI-Powered Execution: effectively leverage AI tools (ChatGPT, Perplexity, etc) to get faster at execution, research, and content creation

Segmentation & ICP Expertise: skilled at identifying and defining market segments, personas that see value from the platform, and use these insights to refine GTM strategy

Design Collaboration: comfortable working alongside designers to build collateral, or can use tools like Figma/Canva to create basic assets independently

Benefits

• Competitive salary, benefits, and opportunities for growth.
• A collaborative, fast-paced, and innovative culture that values initiative, ownership, and smart solutions.
• A remote-first environment with global collaboration.