Product Marketing Manager
Ghent
Marketing /
Payroll /
Hybrid
Who we are?
Silverfin is a cutting-edge cloud software solution built by accountants, for accountants.
Founded in 2013, Silverfin was created to solve the frustrations of manual, error-prone processes in analysing financial data and compliance. From day one, we’ve been a cloud-first platform with an open API architecture, leveraging structured data to transform how accountants work.
Our mission is simple: to enhance and support the accountancy profession through AI and automation, ensuring accountants remain relevant and respected in the future of finance.
In 2023, Silverfin became part of the Visma Group, joining one of Europe’s leading providers of cloud software. This partnership strengthens our ability to innovate and expand our impact within the accountancy industry.
Today, Silverfin is trusted by over 1000+ firms across 19 countries. Our clients include all of the Big 4 accounting firms, as well as leading global networks like BDO, PKF, Baker Tilly, Grant Thornton, and Moore.
Headquartered in Ghent, with offices in London, Luxembourg, Gouda (NL), and a 2nd office in South of Belgium (Mont-Saint-Guibert), we’re a team of over 200 people - including a diverse remote engineering team working across multiple time zones - all working together to drive innovation in accounting.
How would you support our success?
As the Product Marketing Manager at Silverfin, you will act as the bridge between product, sales, and marketing teams.
Reporting to the Vice President of Marketing, you will be defining product positioning and messaging, supporting the development of go-to-market (GTM) strategies, leading marketing programs of product launches, instilling product messaging into marketing campaigns and empowering sales enablement on product.
Key responsibilities include market and competitive research, customer analysis, campaign development, and feedback loop (to product team) to ensure the product meets customer needs and achieves business goals.
- This role is crucial in driving Silverfin's growth by ensuring a thorough positioning and GTM for each segment of our SOM.
- Your strategies will directly influence product development, customer satisfaction (pNPS score), expansion and new logo acquisition.
- You will work closely with marketing and product teams but will also be the liaison with sales.
- You will be an internal evangelist for Silverfin products.
Your responsibilities
- Market & Customer Research: Conduct market and competitor analysis to understand customer needs, pain points, and buying behaviors for all BUs.
- ICP and buying persona: Review our ICPs and their pain points. Identify the buying group composition and the relevant persona by Tier.
- Positioning & Messaging: Develop compelling product positioning and messaging that clearly communicates the product's value proposition and differentiates it from competitors by Tier and by BU.
- Go-to-Market (GTM) Strategy: Define and execute GTM strategies for product launches and ongoing growth. Integrate these product GTMs in strategic marketing plans.
- Sales Enablement: Equip the sales team with the necessary tools, training, and collateral to effectively sell the product.
- Product Launches: Orchestrate and manage the successful launch and promotion of new products on the marketing side by coordinating with various product and marketing teams.
- Cross-Functional Collaboration: Work closely with product management, sales, design, and marketing teams to ensure commercial alignment and product success.
- Pricing: Support the product team on pricing and packaging review
What would success look like?
- A comprehensive and updated competitive landscape by BU, ICP and segment, that help to better review SAM, market share and unlock new possibilities.
- Successful GTM strategies that increase the volume of engagement and penetration within the SOM with the relevant ICP, resulting in a higher volume of qualified leads to sales.
- Demonstrate the effectiveness of product marketing launches by measuring the direct impact on Silverfin’s growth and expansion revenue by consistently meeting or exceeding monthly, quarterly, and annual generation targets.
- A feedback loop on the product needs in association with sales and product teams.
- An improvement of pNPS in all BUs
- Enable Customer Success and Front of House to coherently articulate Silverfin’s product suite, with BU nuances
- A comprehensive, easy to digest, complete catalogue of product knowledge structured by BUs.
Experience and Qualifications
- Bachelor’s degree in Marketing, Business, or a related field (Master’s degree preferred).
- Extensive experience (7-10+ years) in product marketing or related roles.
- Demonstrated success in creating and executing demand generation strategies that drive significant business growth.
Skills and knowledge
- Strategic Thinking: Ability to develop and execute long-term product marketing strategies.
- Communication: Strong verbal and written communication skills to articulate product value to diverse audiences. Be able to translate technical product features into business values for customers. Furthermore, turn the product’s strategic objectives into a message designed to resonate with its intended user base.
- Analytical Skills: Proficient in analyzing market research, competitor insights and performance data to drive decisions.
- Creativity: Ability to develop innovative marketing campaigns and content.
- Collaboration: Excellent interpersonal skills to work effectively with various internal teams.
- Customer Empathy: A deep understanding of customer perspectives and needs.
Attitude and personality-related traits
- Persistent and determined in pursuing success and overcoming challenges to achieve goals and measurable success.
- Confident and decisive, with the ability to manage multiple stakeholders’ opinions.
- Analytical with a strategic mindset.
- Flexible and able to adapt to changing market conditions and business needs.
- Collaborative and able to work effectively with cross-functional teams.
We Care For You
- Be part of something bigger – Join a growing SaaS company that’s now proudly part of Visma, Europe’s leader in mission-critical cloud software.
- A connected team, wherever you are – Take part in regular team activities, retreats, and offsites to keep our culture thriving.
- Grow with us – Take advantage of career development opportunities and a personal training allowance to support your growth.
- Time to recharge – Enjoy our company-wide Wellbeing Days off each month (reviewed annually).
- Fair compensation – Receive a competitive rewards package with benefits tailored to your role.
- Flexibility with connection – We have a hybrid setup, with a minimum of two days a week in the office. However, we understand that life can be unpredictable, so we offer flexibility to accommodate unexpected events. Our offices in Belgium (Ghent), the UK (London – Old Street / Shoreditch), the Netherlands (Gouda), and Luxembourg provide great spaces to collaborate and connect.
How we work
At Silverfin, we're an equal opportunity employer and value diversity at our company. We do not discriminate based on race, religion, colour, national origin, gender, sexual orientation, age, marital status, or disability status. We're committed to elevating talent by creating an environment where we can all thrive together.
We have a unique culture with our values as the backbone:
Who we are - Authentically human
How we think - With a growth mindset
How we act - Bravely, side by side
How we win - By doing what we love
At Silverfin we make our own way. We are constantly looking for new and innovative ways to move forward. Continuous learning and development is encouraged to support your personal and professional growth.
At the same time, this opens up many new opportunities that allow our people to grow with Silverfin, and often faster than with other companies. So many ambitious team members have already found their way to a new challenge within Silverfin.
We want you to reach your full potential. To get you there, we don't want to think in boxes and over-structure things. So your options are not limited to 1 team or 1 career track. Your talent, motivation and potential play a crucial role in evolving across the teams into new roles.
We may use artificial intelligence (AI) tools to support parts of the hiring process, such as reviewing applications, analyzing resumes, or assessing responses. These tools assist our recruitment team but do not replace human judgment. Final hiring decisions are ultimately made by humans. If you would like more information about how your data is processed, please contact us.
