Product Marketing Manager

ICON is looking for a paid-media-driven Product Marketing Manager to own demand generation and launch pipeline for our expanding portfolio of construction technology. This role lives where performance marketing meets go-to-market: you'll turn product launches into measurable pipeline by building, running, and scaling paid campaigns across LinkedIn, Google, Meta, and emerging channels.

This is not a support role, and it is not a pure positioning role. On a small, high-impact team, you'll have direct ownership of how ICON's products come to market and how they perform in-market, measured in leads, pipeline, and adoption, not just impressions.

If you've built launch demand-gen programs from scratch, can move fluently between channel strategy and the campaign dashboard, and know what it takes to make a complex product feel inevitable to the people you're targeting, this role was written for you.

Key Responsibilities

Paid Media & Lead Generation

• Own end-to-end paid media strategy and execution across LinkedIn, Google, Meta, and emerging platforms, targeting, creative direction, channel mix, bidding, and budget across both B2C and B2B segments.
• Build and scale launch campaigns that generate qualified leads and pipeline, with full ownership of spend efficiency (CPL, CAC, ROAS) and funnel performance.
• Use performance data to continuously test and optimize, scaling what converts, cutting what doesn't, and reallocating budget toward pipeline impact.
• Own the demand-gen funnel end to end: landing pages, lead capture, nurture sequences, and conversion paths that turn paid traffic into sales conversations.
• Build the reporting frameworks for lead volume, funnel conversion, pipeline contribution, using them to inform the next investment.

GTM

• Own the demand-gen side of every product launch and technology release from launch-funnel planning and audience targeting through paid execution and post-launch performance analysis.
• Develop launch playbooks with clear lead and pipeline targets set from day one, and coordinate timelines across product, sales, design, and comms to deliver on time and on number.

Positioning, Messaging & Content

• Translate complex product capabilities into clear, conversion-focused value propositions and ad messaging tailored to each segment.
• Partner with design, video, and content teams to produce the assets the funnel needs such as ad creative, landing pages, demo videos, case studies, email sequences all optimized for channel and stage of the buyer journey.
• Maintain the messaging frameworks, competitive positioning, and personas that anchor campaign and content work, grounded in real customer pain points and motivations.

Sales Enablement & Intelligence

• Equip sales with the materials and feedback loops to convert the pipeline you generate, talk tracks, battlecards, objection-handling guides, and demos, and align with sales leadership on pipeline goals and segments.
• Run ongoing competitive and customer research; monitor competitor launches and channel trends, and translate them into sharper targeting, messaging, and positioning.

Experience

• 4+ years in demand generation, growth, or product marketing with direct, hands-on ownership of paid media campaigns across LinkedIn, Google, and Meta. You've managed budgets and have been accountable for pipeline, not just impressions.
• A proven track record of driving measurable lead and pipeline results, ideally tied to product launches you helped bring to market. You've built programs, not just supported them, and you have the numbers to show it.
• Fluency in funnel and attribution metrics (CPL, CAC, ROAS, conversion rate, pipeline contribution), and comfort building dashboards rather than just reading them.
• Hands-on experience with marketing and analytics platforms such as HubSpot, Google Analytics, Salesforce, or equivalents.
• Strong strategic and analytical thinking. You synthesize customer insights, market data, and performance metrics into clear decisions and budget moves.
• Sharp writing and messaging instincts. You can make a complex technology feel simple, and turn a value proposition into copy that converts.
• A collaborative, cross-functional mindset. You bring product, creative, and sales into alignment without losing momentum.
• Comfort with ambiguity and speed. ICON moves fast and the landscape evolves constantly; you see that as an opportunity and not an obstacle.

Extras

• Tech industry experience is strongly preferred.
• Experience marketing construction, real estate, or deep-tech products.
• Background in category creation or marketing a product with no direct comparable.
• Familiarity with B2G (business-to-government) or mission-driven market segments.
• Experience building or scaling a product marketing function from an early stage.