Product Marketing Manager (Hybrid) (f/m) – Passbolt

About Passbolt

Passbolt is an innovative cybersecurity product company that is growing quickly. Our organization is remote-first with its headquarters located in Luxembourg (Europe). We are the team behind Passbolt, the collaborative credential management platform for modern teams used by over 40,000 organizations in 50+ countries.

You will join a growing and vibrant team committed to leverage the power of open source and a state-of-the-art security architecture to challenge the status quo in the cybersecurity industry. Passbolt is and always will be an engineering company, while scaling international sales and marketing to support global operations and customer success. We’re looking for versatile self-motivated enthusiasts with a knack for commercial open source software, ethics and privacy, who can think out of the box and find impactful solutions to challenges.

See https://www.passbolt.com

About The Role

We are seeking a mid-level Product Marketing Manager to join our marketing team and drive business success by continuously refining the positioning and messaging of our products and services based on customer insights and competitive intelligence. In this role, you will not only support market adoption but also play a strategic role in sales enablement and product development, ensuring alignment with market needs and growth opportunities while keeping Passbolt top-of-mind for our target audiences.

As the Product Marketing Manager, you will accelerate the adoption of Passbolt’s offerings by crafting compelling content and messaging, developing and executing PLG and direct sales programs driven by customer-led growth, and managing product and feature launch campaigns to maximize visibility and impact.

As Passbolt’s first full-time Product Marketing Manager, you will be deeply involved in execution from day one. You should be comfortable not just managing but actively executing a wide range of product marketing functions. Your role will require a strategic, systematic approach to delivering short-term wins while laying the groundwork for a long-term vision. Future evolutions could lead to managing a team of Product Marketing Managers.

This role reports to the Head of Marketing.

Market Positioning & Messaging

• Develop and maintain a differentiated market positioning and messaging framework for Passbolt, aligned with stakeholders vision and company mission.
• Define and profile target audiences within our category, ensuring alignment with customer needs.
• Craft compelling value propositions, business benefits, and technical highlights tailored to different personas at various stages of the customer experience journey.
  
  

Go-to-Market Strategy & Product Adoption

• Lead communication for major and minor product launches with cross-functional teams to drive awareness and adoption.
• Collaborate with product development, demand generation, performance marketing and other teams to improve trial conversion and product adoption metrics.
• Support product roadmap definition and prioritization by providing market-driven insights, ensuring new features and enhancements align with customer needs, competitive dynamics, and industry trends.
• Define and track KPIs for marketing campaigns, product launches, and GTM initiatives to measure impact, enable data-driven decision making and continuously optimize strategies.
  
  

Content & Sales Enablement

• Create thought leadership and showcase content (e.g., whitepapers, case studies, industry insights) to engage decision-makers and establish market authority.
• Lead content creation efforts for brand and demand management in coordination with the Content Marketing Manager, ensuring high-quality messaging across all marketing materials.
• Optimize all produced content to align it with the company messaging and SEO strategy.
• Equip sales and marketing teams with the necessary materials (brochures, presentation, guides, etc..) to drive success.
• Conduct regular sales training & enablement sessions, covering new product features and competitive insights.
• Adapt messaging and content to support international markets, ensuring relevance across different regions and industries.
  
  

Market & Competitive Intelligence

• Gather insights that inform messaging, positioning, and product strategy by using feedback loops with customers and sales teams.
• Continuously track competitors relevant to our category and perform market and competitive analysis.
• Participate in webinars, industry events, and tradeshows to stay ahead of market trends.
• Engage in analyst relations activities to strengthen Passbolt’s industry presence.
  
  

Security

• Adhere to data protection regulations by ensuring marketing campaigns and customer interactions align with GDPR principles.
• Maintain confidentiality of customer, partner, and company-sensitive data, ensuring secure handling, storage, and access management in all marketing and user research activities.
• Ensure all public messaging, product positioning, and content accurately reflect Passbolt’s security approach and product features without misstatements or false advertising.
• Participate in security trainings and promptly report any potential security risks or incidents.
  
  

Skills Required / QualificationsExperience

• 4+ years of experience in B2B software product marketing, with a proven track record of driving market adoption.
• Strong expertise in cybersecurity infrastructure, developer-first applications or open-source technology, with a deep understanding of industry trends and challenges.
• Hands-on experience in supporting and enabling sales and GTM teams, as well as managing and optimizing launch projects for both on-premise and SaaS offerings.
  
  

Technical Skills

• Experience with customer and audience research tools as well as competitive intelligence platforms.
• Proficiency in web analytics and A/B testing software, along with query languages for data analysis.
• Expertise in campaign planning, CRM (Hubspot is preferred), and content creation tools.
  
  

Soft Skills

• A pleasant, considerate, and professional attitude.
• Deep customer and product curiosity, with the ability for empathic listening and translating technical features into business benefits.
• Broad marketing knowledge and business acumen, with a strong understanding of market trends, product adoption lifecycles, and GTM motions.
• Passion for creating content that resonates with enterprise decision-makers and practitioner personas.
• Excellent English writing, communication, and presentation skills.
• Strong collaboration skills to facilitate cross-functional teamwork.
• Well-developed organizational and project management abilities.
• Self-motivated, results-oriented, and capable of working independently with a fast learning curve.
  
  

Apply now

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Silicon Luxembourg Author

Silicon Luxembourg transforms content creation for the digital economy and tech industry in Luxembourg through collaboration, immersive experiences, and innovative storytelling. They foster visibility, collaboration, and growth by providing unique perspectives, cutting through the noise, and leveraging creativity and emerging technologies.

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