Principal Product Marketing Manager — Vertical Industries

Title: Principal Product Marketing Manager — Vertical Industries Location: Bellevue, WA, USA

Smartsheet targets industries where workflow specificity is essential. As a Principal Product Marketing Manager, Vertical Industries, you will lead the strategic development of industry-specific value narratives, use case positioning, and sales-ready content for priority vertical, Professional Services. In this role, you will own the GTM narrative, ensuring positioning is grounded in quantified, defensible value claims. This role requires deep industry curiosity, methodological discipline, and the ability to drive multiple complex workstreams in parallel to maintain Smartsheet’s competitive edge.

This full-time position reports to the Sr. Director, Customer Value and can be located in our Bellevue, WA office, or you may work remotely from anywhere in the US where Smartsheet is a registered employer.

What You Will Own:

Value Strategy Execution — Vertical Industries

• Lead the team's execution of the Smartsheet Value Strategy process for priority verticals.
• Define positioning scope, including target segments, industry-specific buyer roles, KPIs, and competitor sets.
• Validate buyer value levers and map them to Smartsheet's capabilities to demonstrate differentiated, quantified benefits.
• Build vertical Value Impact Models and define the problem Smartsheet owns within each industry.
• Develop cross-functional Adoption Plans and validate position hypotheses through direct buyer sessions.

ICP & CAPDB for Vertical Segments: 

• Own ICP definition and target account prioritization for each priority vertical.
• Ensure each vertical ICP specifies target industry, company profile, buyer role, KPIs, use case triggers, and compliance context.
• Maintain a current CAPDB to provide Sales, SDRs, and ABM teams with precise industry-specific targeting inputs.
• Update targeting strategies based on win/loss data, market sizing, and field feedback.

Vertical Market Intelligence: 

• Ensure the pod maintains a living, industry-grounded intelligence base for each vertical, including win/loss analysis tied to target segments, buyers, competitors, and solutions.
• Develop and maintain industry-specific buyer journey maps and TAM/SAM sizing by vertical.
• Analyze the competitive landscape against category-specific alternatives.
• Execute ecosystem mapping of vertical events, associations, analyst communities, specialist partners, and adjacent vendors.

Vertical Value Impact Models: 

• Ensure each priority vertical is supported by a quantified Value Impact Model.
• Capture productivity, risk reduction, cost savings, and compliance efficiency drivers meaningful to industry economic buyers.
• Anchor C-suite conversations in recognizable industry terms such as clinical trial timeline compression or capital project governance.
• Validate models with Customer Success and Professional Services by capturing before-and-after customer data.

Messaging & Position Testing — Vertical Context: 

• Drive marketing adoption for each vertical value strategy.
• Test position hypotheses through 1:1 sessions with industry buyers in target segments.
• Conduct or commission competitive benchmarking studies specific to each vertical.
• Produce messaging guides with copy blocks connecting industry-specific value statements to capabilities and customer proof points.
• Integrate messaging into vertical campaign and launch planning.

Vertical Sales Play Development — Full Suite:

• Manage IC output to ensure each priority vertical has a complete, Highspot-ready sales play package, including industry pitch decks and Customer Outcome Journey (COJ) POVs.
• Develop use case messaging guides and battle cards with discovery questions and talking points.
• Create discovery slides, value-based proposal templates, and ROI calculators built from vertical Value Impact Models.
• Oversee productized PS overlays and ensure all deliverables meet the Sales Ready quality bar.

Customer & Product Adoption: 

• Partner with Customer Success to validate vertical Value Impact Models through before-and-after customer stories.
• Incorporate industry-specific benefits as KPIs within success plans and develop case studies using vertical messaging guides.
• Synthesize win/loss analysis and competitive benchmarking to inform Product roadmap prioritization for vertical capabilities.

GTM Architecture — Vertical Plays: 

• Define how Smartsheet orients to each priority vertical from a GTM architecture standpoint, including lead-track versus secondary-track use case entry points.
• Develop channel and coverage strategies across vertical events, associations, industry media, and specialist partners.
• Lead PS and implementation overlays to reduce time-to-value within regulated environments.
• Provide critical vertical segment inputs to the Annual Operating Plan (AOP).

Launch Support:

• Translate new product capabilities with vertical relevance into industry-specific outcome narratives.
• Ensure field activation content is available on a predictable cadence.
• Serve as the primary Product Marketing Manager (PMM) voice for assigned verticals during launch planning and go/no-go readiness reviews.

How You Will Drive Business Value:

• New Logo Conversion: Shorten sales cycles and improve new logo win rates in priority verticals by ensuring buyers encounter positioning that speaks directly to their industry's specific challenges, workflows, and compliance requirements from the first touchpoint.
• Competitive Displacement: Improve right-to-win in verticals where category-specific competitors (Veeva, Planisware, ServiceNow, Epic) are entrenched by developing overlay positioning that leads with coordination and visibility above existing systems — not as a replacement for them.
• ACV Uplift: Enable higher deal values by grounding vertical conversations in industry-specific ROI — moving buyers away from feature evaluation toward business case commitment.
• Brand Recognition in Priority Verticals: Build Smartsheet's reputation as the preferred platform in Life Sciences, Manufacturing, Healthcare, Government, and Professional Services through concentrated thought leadership, customer evidence, and field-ready industry narratives.

You Have:

• 10 + years of experience in product marketing, industry marketing, or GTM strategy in B2B SaaS, with at least 2 years managing or mentoring other marketers.
• Direct experience developing value positioning for complex enterprise buyers in one or more priority verticals (Life Sciences and Manufacturing strongly preferred).
• Hands-on experience building industry-specific value propositions, ROI models, and use-case-level messaging grounded in buyer research.
• Strong instinct for competitive differentiation — able to identify where Smartsheet has a genuine right to win and sharpen positioning around that claim.
• Operational discipline to manage multiple vertical workstreams simultaneously and hold ICs accountable to quality, speed, and measurable impact.
• Bachelor's degree required; MBA or advanced degree preferred.
• Legally eligible to work in the U.S. on an ongoing basis