Director, Product Marketing

The Opportunity 

We are hiring a Director to lead Product marketing. This is a very important, strategic role in the company, working directly with the senior leadership team. We’re reinventing how we market, and this role will play a major part in defining and executing a new better way. PMM is a small team based in London and Dublin, and we need the leader to be located with the team to maximise pace of progress. Ideally physically in our office, or in a similar timezone with frequent travel to collaborate in person.

The Product

Fin is our flagship product, an AI Agent for Customer Service. Fin is a powerful product, and a leader in our category. We just launched Fin 3, our latest big evolution of the product. 

Fin is a broad product, capable of delivering outstanding customer service across a wide range of customer queries and channels. Fin is delivering huge value for our customers, and is helping them transform their operations. Fin is a deep AI product, built on a proprietary stack that includes a sophisticated RAG system, and custom models. Fin works seamlessly with the rest of the Intercom product. When Fin can’t answer, it hands off to the human team, who work in our Helpdesk to provide excellent human support.

We are currently early in executing on a new vision for Fin, where Fin will expand to become a full Customer Agent, expertly managing all customer communications to deliver an unparalleled customer experience.

The Company

Intercom is an often cited, standout example, of a company that has successfully transitioned from Saas to AI. This is because we bet on AI very early, and radically changed what we prioritise and how we work. We have undergone a massive transformation internally to set us up to win in the coming years. We have made multiple big bets, each of which has paid off:

• We bet the entire company on AI over 2.5 years ago, and completely changed our product strategy and execution. This has enabled us to be a market leader with Fin.
• We bet on and built a full AI stack, including the best RAG system for our category, and our own custom models trained on millions of customer interactions. This gives us an important competitive edge. 
• We executed a full Intercom rebrand, inventing a new style anchored in futurism and art, that has been copied many times since. This has made our new Fin brand remarkable, and memorable.
• We redesigned pricing from first principles to be customer first, and were first to bring outcome-based pricing to market. This has set up a win-win dynamic for us and our customers. 
• We split Fin and our Helpdesk into two separate products, so Fin could be marketed and sold independently. This enables us to sell Fin to businesses who can’t switch off large legacy competitors.
• We completely redesigned how we build software, fundamentally changing how our product and engineering teams work. This has enabled us to ship product updates a lot faster.

We think long term. We are only 2 years into the AI technology cycle, and much has changed, but even more change is to come. We will continue to make very big bets, because we believe it is necessary to win in AI.

Intercom is growing fast with a lot of opportunities to grow faster. Q1 this year was our largest revenue quarter in our history. Q2 beat Q1. Fin is our fastest growing product ever, and revenue is growing over 300% year over year. 

The Marketing Org

Just as we have reinvented how we build software, we are reinventing how we market our products. Marketing is changing rapidly, it is very clear that what worked for the past decade will not work for the next. AI is a convergent force, it collapses the boundaries between roles.

For the last 20 years, marketing in technology companies has become increasingly specialized. This made sense because digital channels increased and became fragmented, martech stacks exploded, and every function was expected to prove its ROI. To manage that complexity, teams built deep specialists for every channel, every stage, every metric.

This led to two big things:

1. Hyper specialization, driven by an obsession with attribution and RoI, led to demand teams having a lot more influence than brand teams.
2. As teams increased in size, coordination costs compounded. Adding a 5th person to a team adds 4 additional relationships. With so much planning and so many handoffs, progress became slower.

AI markets reward neither of these things. 

• It is so fast moving, that speed is more important than precision in attributing RoI. What matters most is how fast you can learn in public.
• The market is hyper competitive, where companies can quickly replicate each other's differentiating features. Therefore, the only true differentiator is brand. That includes credibility, trust, and taste.

We believe there is a new way for marketing in the AI age, and we have been pioneering many of these ideas in the market. As well as executing this new way, we are experimenting with different things, including the work we do, and how we organise ourselves. The environment is very fast paced, we ship a lot, we learn hard, and we iterate constantly. We follow new Marketing Principles.

We believe that Marketing teams in the future will be filled with generalists. We call them full-stack Marketers: people who are builders by default, people who can create and ship across any part of a marketing org.

There are three reasons why generalist, full-stack Marketers will become common: 

1. Speed will win. Therefore increases in quality through specialization are not worth the slowness that comes from bigger teams.
2. AI is a convergent force. AI tools give generalists specialist knowledge and skills, and can significantly close the quality gap. For example:
1. A generalist with an AI powered video tool can produce work close to an experienced editor. 
2. A generalist with an agent trained on your strategy, positioning, messaging, brand voice etc. can produce PMM team quality content.
3. The skills and traits that make great marketers great, are universal and independent from their specialism: 
1. Deeply understands the customer and market
2. Deeply understands the product
3. Excellent ability to synthesise patterns across both
4. Clarity of thought in turning the synthesis into customer communication
5. Excellent writer and content creator

We’re hiring full-stack marketers who can stretch across the journey: talking to customers, deeply understanding how the product works, shaping positioning and crafting narratives, creating and publishing content, scripting a video, building a landing page, and measuring performance. 

These full stack marketers will still work with specialists at times. Specialism isn’t dead, it just has a narrower role in modern marketing orgs, supporting fast moving full stack marketers.

The Role

Director of PMM

The Director of PMM will manage specialist PMMs and full stack marketers, working across PMM, Content, and Advocacy. They will own core PMM artifacts:

• Our positioning
• Our messaging house
• Our sales enablement content

They are responsible for translating complex customer requirements and AI technology into compelling stories in the market, working daily with our Product, Engineering and AI team.

Intercom is a very creative company, we pride ourselves on inventing new and better ways to do things, so this role is a very creative one.

Experience Required:

• Proven experience leading Product Marketing teams.
• Already practicing aspects of the “new way” of marketing — creative, fast, anti–cookie cutter.
• Experience in fast-growing startups or high-velocity environments.

What We're Looking For:

Attributes we're looking for

• Ambitious & Competitive - You want to have a very successful career. You think big, set a high bar for yourself, and want to win. You’ll always go the extra mile to do what it takes. This is a highly competitive time, as AI makes it easy to start new companies and copy features, so we need people who want to lead, not follow.
• Confident & Decisive - You back yourself and your team. You’re willing to be wrong, you don’t seek approval, and you optimize for progress over consensus. You ask for forgiveness, not permission. You value momentum and believe shipping beats perfect planning.
• Curious & Intellectually Engaged - You’re always learning, reading, experimenting, and asking why things are the way they are. You use your full brain power to keep up with AI’s pace, constantly exploring new tools and ideas to improve how we work.
• Delivers Great Work & Works Hard - You reliably ship. You make every day count and don’t like days when nothing was made, built, or shipped. You find meaning in work and put in the effort required to win, especially in a time when competitors are working just as hard.
• Technical & Internet-Native - You live in the medium you build. You love technology, try new products, and understand how digital culture works, what resonates, and what feels dated. You can’t be successful with a technology you don’t personally use and understand.
• Tasteful & Creative - You understand the zeitgeist and what connects emotionally with people. You draw inspiration from design, art, and culture to create ideas that resonate deeply.
• Impatient & Change-Oriented - You hate when things move slowly and work to fix the root causes. You thrive in ambiguity and love leading people through transformation. You’re here to build something new and better, fast.

Skills we’re looking for

• Research - You can do research to understand customers, stakeholders, and what they need, think, and do. You apply the same research mindset to internal customers-what does a sales rep need? What blockers does a Marketing Generalist face
• Communication (Especially Writing) - You're excellent at communicating ideas clearly. You write crisp briefs, synthesis memos, and updates that drive alignment. You know when to write and when to talk.
• Critical Thinking - You reason from first principles. You don't accept "that's how it's always been done." You question assumptions and find better ways forward.
• Creativity - You come up with new ideas and new ways of doing things. You see connections others miss. You're not constrained by how things worked before.
• Collaboration - You work well across functions. You build trust quickly. You make other people better and more effective.
• Relationship Building - You're good at making connections and building relationships-from internal stakeholders to customers to external partners.
• Analysis - You measure whether what you're doing is having impact. You use data to make decisions and iterate quickly.

Benefits 

We are a well-treated bunch, with awesome benefits! If there’s something important to you that’s not on this list, talk to us! 

• Competitive salary and equity in a fast-growing start-up
• We serve lunch every weekday, plus a variety of snack foods and a fully stocked kitchen
• Regular compensation reviews - we reward great work!
• Pension scheme & match up to 4%
• Peace of mind with life assurance, as well as comprehensive health and dental insurance for you and your dependents
• Flexible paid time off policy
• Paid maternity leave, as well as 6 weeks paternity leave for fathers, to let you spend valuable time with your loved ones
• If you’re cycling, we’ve got you covered on the Cycle-to-Work Scheme. With secure bike storage too 
• MacBooks are our standard, but we also offer Windows for certain roles when needed