Client: Arctic Shores
Sector: HR Tech / Saas
Role: Product Marketing Manager
The challenge
Arctic Shores is a rapidly scaling SaaS business redefining how hiring gets done. Their platform uses behaviour-based psychometric assessments, built on neuroscientific and psychological research, to help employers make fairer, more evidence-led hiring decisions. With ambitious ARR growth targets on the horizon, they needed to hire a Product Marketing Manager who could sit at the intersection of product, commercial, and customer teams.
The role required someone who could own the full product marketing remit: from developing compelling positioning and messaging that differentiates Arctic Shores in the competitive psychometric assessment market, to enabling sales teams, launching new product capabilities, and translating complex data and research into accessible content across multiple formats.
Specifically, Arctic Shores needed a candidate who could:
- Develop and own product positioning and messaging to drive product-market fit
- Create high-quality content across a wide range of mediums, from white papers and sales collateral to video and web copy
- Drive sales enablement, equipping customer-facing teams with the tools and knowledge to communicate the platform’s value proposition
- Own pricing strategy and keep systems such as HubSpot up to date
- Conduct deep customer and competitor intelligence to shape product direction
- Support pipeline generation and new ARR growth in collaboration with new business and partner teams
Finding a candidate with genuine B2B SaaS product marketing experience, a data-driven mindset, and the creative range to produce compelling content across multiple channels – while also being comfortable working in an early-stage, fast-moving environment – made this a nuanced and highly specific search.
Our approach
Drawing on our expertise in SaaS and technology marketing recruitment, we focused on identifying candidates who combined hands-on product marketing experience with a genuine understanding of the B2B buyer journey and the commercial levers that drive ARR growth.
For this assignment, we prioritised candidates with:
- Direct B2B SaaS product marketing experience, including ownership of product launches and go-to-market strategy
- Demonstrated ability to develop positioning and messaging frameworks rooted in customer and competitor intelligence
- Strong content creation skills across a range of formats, from long-form thought leadership to short-form digital and sales enablement assets
- Experience working cross-functionally with product, sales, and customer success teams
- A data-driven approach to measuring and optimising product marketing activity
- An interest in psychology, behavioural science, or people analytics – aligned with Arctic Shores’ mission and product
We conducted a targeted search across our specialist network, presenting a shortlist of candidates who met both the technical requirements of the role and the cultural expectations of a values-led, mission-driven scale-up.
The outcome
We successfully placed an experienced Product Marketing Manager with a strong background in B2B and B2C SaaS. The candidate brought a compelling combination of strategic marketing capability and hands-on execution experience, exactly what Arctic Shores needed.
In their most recent role at a SaaS technology platform, the placed candidate:
- Introduced product marketing best practice and frameworks, drawing on active membership of the Product Marketing Alliance
- Redefined the company’s USP and positioning based on deep customer and competitor intelligence
- Redesigned the pricing structure following rigorous analysis, testing a new price structure that boosted total active customers by 25% and improved conversion rates and lifetime value
- Scaled this pricing strategy as part of a broader go-to-market launch, ultimately increasing overall conversion rates by 600%
- Led qualitative and quantitative research into user demographics, behaviours and pain points, drawing on data from analytics platforms, e-commerce systems, email marketing tools, customer interviews, and surveys
The candidate also brought a strong track record in campaign marketing and go-to-market strategy, having previously owned end-to-end multi-channel campaigns that delivered significant year-on-year growth.
