Principal Product Marketing Manager, Category Creation & Strategic Positioning

1 Month ago • 5-7 Years • $212,500 PA - $250,000 PA

Job Summary

Job Description

The Principal Product Marketing Manager will be responsible for developing and owning Apollo’s API orchestration story, defining the category and how Apollo leads it. This includes crafting compelling positioning, driving strategic launches with PRFAQs and narratives, and shaping the market conversation through content creation like blogs and white papers. The role involves supporting AR and PR efforts, partnering with GTM teams for messaging consistency, and staying close to market trends. The goal is to establish Apollo at the center of the API orchestration conversation. The role requires a strategic and hands-on approach, with a focus on building market narrative and executing content.

Must have:

5-7+ years of product marketing experience.
Experience in B2B technology, ideally in API infrastructure or GraphQL.
Experience in defining new markets or shifting product perception.
Experience marketing to technical decision-makers.

4 skills required

4 skills required for this role

Add these skills to join the top 1% applicants for this job

graphql

excel

storytelling

cross-functional

Job Details

Are you a strategic Product Marketer who gets developers and gets energized by big, bold storytelling? Do you love the challenge of shaping new categories, building and landing market narratives, and helping the world understand why it matters?
If you're excited by the idea of putting a category-defining company at the center of a new conversation around API orchestration, we’d love to connect.
Apollo GraphQL already owns the GraphQL category. With over 1B downloads, we’ve become essential infrastructure for teams building modern APIs. Now, we’re expanding our reach and leading the creation of a broader, more inclusive category - API orchestration - that resonates with a much wider audience, including teams who’ve never touched GraphQL.
This is a unique opportunity to help reposition a category-defining company and put Apollo at the center of a critical new market conversation. You’ll lead the messaging, narrative, and strategy that defines API orchestration, helping internal teams align around it and external audiences believe in it.
A great outcome for this role is simple but ambitious: A year from now, the market is talking about API orchestration, and they’re talking about Apollo in the same breath.

What you'll do

Develop and Own Apollo’s API orchestration story. Define what this category is, why it matters, and how Apollo leads it. Build foundational messaging that helps internal teams align and gives external audiences something to rally around.
Craft compelling positioning. Connect the dots between Apollo’s capabilities and the real challenges developers and platform teams face in modern API environments.
Drive strategic launches. Create PRFAQs and narratives that tie new features to the bigger story we’re telling in the market.
Shape the market conversation. Write and ghostwrite content - blogs, white papers, executive keynotes - that credibly puts Apollo at the center of modern API strategy, distributed architecture, and trends like Agentic AI.
Support AR and PR. Partner with our comms team to prepare for analyst briefings, press conversations, and influencer moments that reinforce our category leadership.
Partner across GTM. Collaborate closely with Product, Sales, and Demand Gen to ensure messaging consistency, enablement success, and integrated campaign execution. Partner with our technical Field readiness and Enablement teams to ensure we are translating our positioning into content that supports sales - battle cards, narratives, and high-impact collateral for both sales-led and product-led growth motions.
Stay close to the market. Monitor competitive trends, industry language, and evolving needs to keep our story sharp and differentiated.

Who you are

You have 5–7+ years of experience in product marketing with a strong track record in B2B technology, ideally in the API infrastructure space, GraphQL ecosystem, or other developer-forward platforms.
You’re a category creator or repositioner - someone who’s helped define new markets or shifted product perception in a competitive landscape.
You’ve marketed to technical decision-makers (e.g., CTOs, Heads of Engineering, Platform, or AI/Data) and built messaging that resonates with both technical and business stakeholders.
You have deep empathy for technical audiences and excel at translating complex ideas into crisp, value-driven messaging that lands with both technical and non-technical personas.
You write with precision and persuasion - adapting tone and depth across customer-facing blogs, analyst briefs, and executive scripts.
You’ve enabled sales for both PLG and SLG motions, and have partnered closely with Product, Sales, and Demand Gen to drive cross-functional go-to-market alignment.
You thrive in high-growth startup environments - energized by ambiguity, fast iteration, and building structure, messaging, and programs from scratch.
You’re strategic yet scrappy - comfortable zooming out to shape category narrative and zooming in to execute content and messaging with excellence.
You’re hands-on, curious, and accountable - motivated by outcomes and not afraid to take initiative or roll up your sleeves.