Product Marketing Lead - Canals

About Canals

Canals builds software for wholesale distributors, helping them operate more efficiently through automation and AI.

Our customers are the companies responsible for moving the materials that power the real economy: electrical supplies, plumbing products, roofing materials, HVAC equipment, and more. Every day, thousands of people rely on Canals to help process orders, manage purchasing, handle accounts payable, and streamline critical business workflows.

We're a profitable, rapidly growing company with a team of roughly 140 people distributed across North and South America. We care deeply about building great products, hiring exceptional people, and creating an environment where talented individuals can do the best work of their careers.

The Opportunity

You’ll be the first in Product Marketing at Canals, building the function from the ground up and playing a key role in establishing our messaging. We currently have two products with strong market fit, a third product in beta testing, and a roadmap of major new features, along with frequent feature updates based on customer feedback.

In this role, you’ll lead all product and feature launches, from market research to go-to-market strategy and execution. You’ll work closely with stakeholders across the company, including Engineering, Sales, Customer Success, and Product, as well as Marketing teammates, to drive adoption and cross-sell. As our needs grow, there will also be opportunity for you to grow and lead a team of Product Marketing Managers.

What You’ll Do

• Lead the product and feature launch process:
  • Plan and manage launch audiences, tactics, and timelines.
  • Develop messaging and positioning based on primary and secondary research.
  • Train and enable go-to-market teams on the new product/feature.
  • Develop supporting marketing materials (e.g., one-pagers, website pages).
  • Manage communications to customers through marketing channels (e.g., email).
  • Coordinate cross-functional teams to execute launch tactics.
• Create and maintain personas, product messaging, and positioning based on the latest market insights and learnings.
• Translate messaging and positioning into marketing and sales assets (e.g., slide decks, campaign ads, thought leadership).
• Capture and organize competitive intelligence to support Sales and Marketing.
• Track and measure adoption and effectiveness.
• Influence the product roadmap based on market feedback.
• Serve as a go-to resource for questions about product features and functionality.

What We’re Looking For

• 5+ years of experience in Product Marketing.
• Excellent written and verbal communication skills; ability to take complex concepts and distill them into digestible, relatable, and easy-to-understand writing.
• Strong cross-functional collaborator who works well with and can "speak the language" of Product, Sales, Customer Success, Support, and more.
• Self-motivated and proactive — someone who gets things done without hand-holding.
• Comfortable juggling multiple projects and shifting timelines.
• Experience in a startup or fast-paced environment is a plus.

Why Join Canals

• We're building software that solves real problems for an industry that keeps the world running.
• We've found strong product-market fit and continue to grow quickly, creating opportunities for people who want to have a meaningful impact.
• We invest heavily in hiring, development, and creating an environment where talented individuals can do the best work of their careers.
• You'll work alongside ambitious, thoughtful teammates who care deeply about what they do and challenge each other directly.
• We value ownership, transparency, and continuous improvement.
• We're remote-first, flexible, and distributed across North and South America.