Technical Product Marketing Manager
groundcover · San Francisco, CA · hybrid
We’re not here to blend in—we’re here to redefine what observability means and how it’s delivered.
groundcover has built a radically different approach to cloud-native observability that competitors can’t match. As a part of our marketing team, you won’t just market a product, you’ll help reshape the narrative of the category so the world understands why groundcover is the clear, modern choice for engineering and operations teams.
About groundcover
groundcover is a fast-growing Series C startup delivering the industry’s most modern observability platform for cloud-native environments. Unlike traditional tools that are brittle, costly, and complex, our approach is lightweight, instantly deployable, and built for today’s AI-driven, cloud-native developer-first world.
We’re not chasing category leaders—we’re redefining the category. As our Technical Product Marketing Manager, you’ll play a critical role in shaping and executing a go-to-market (GTM) strategy that challenges industry norms and outpaces legacy players like Datadog and Dynatrace. You’ll help build a modern, agile marketing engine designed for speed, innovation, and impact.
This is a hybrid role with 3 days a week from the office in SF
What You’ll Do
- Own the narrative and positioning: Develop differentiated positioning and messaging across groundcover’s platform, translating technical architecture and product capabilities into clear advantages for developers, SREs, platform teams, engineering leaders, and buyers.
- Become a technical product expert: Use groundcover yourself. Understand how our platform works across Kubernetes, eBPF, OpenTelemetry, logs, metrics, traces, APM, AI workloads, and agentic workflows. You shouldn’t have to wait for an engineer to explain every feature before you can market it.
- Build the proof: Create and deliver technical demos, test product capabilities, work with APIs and integrations, and build the technical proof points behind our messaging. You should be comfortable getting hands-on with the product and demonstrating how it solves real engineering problems.
- Lead next-generation GTM: Own GTM initiatives from positioning through launch, adoption, and field enablement. Define the audience, use cases, competitive alternatives, value proposition, proof points, and measures of success.
- Launch products as a system: Coordinate readiness across Product, Engineering, DevRel, Sales, and Marketing so messaging, demos, content, enablement, and proof points are ready when the product launches. Measure impact through adoption, pipeline, deal velocity, and win rates.
- Create deeply technical content: Develop the content developers and engineering teams actually want to consume, including technical blogs, demos, diagrams, webinars, videos, solution guides, customer stories, and thought leadership. Match the format and technical depth to the audience.
- Enable Sales and Solutions Engineering: Give the field the messaging, talk tracks, competitive intelligence, battlecards, technical proof points, and demo environments they need to win complex observability deals.
- Own competitive and market intelligence: Maintain a strong point of view on observability, cloud-native infrastructure, OpenTelemetry, AI infrastructure, and emerging agentic development and operations workflows. Understand not just what competitors say, but how their products and architectures actually work.
- Showcase customer proof: Work directly with customers and Sales to understand how groundcover is being used in production and turn those outcomes into credible technical and business stories.
- Partner deeply across the company: Work directly with Product and Engineering to understand what we’re building and why. Proactively uncover information, test assumptions, and develop your own perspective rather than waiting for a predefined marketing brief.
Requirements- Experience: 5+ years in product marketing, product management, solutions engineering, developer relations, technical consulting, or a similar role working with developer infrastructure, observability, cloud platforms, AI infrastructure, or data platforms.
- Technical practitioner: You’re comfortable getting hands-on with technical products. You can work in an IDE, interact with APIs, navigate a Kubernetes environment, understand logs, metrics, and traces, and engage credibly with developers, SREs, platform engineers, and architects.
- Cloud-native depth: Strong understanding of Kubernetes, containers, cloud infrastructure, distributed systems, observability, and modern application architectures. Experience with technologies such as OpenTelemetry, Prometheus, Grafana, eBPF, AWS, GCP, or Azure is highly valuable.
- AI-native mindset: Practical understanding of how AI is changing software development and operations, including LLM applications, AI agents, MCP, RAG, and the growing role of production context in agentic workflows. You don’t need to be an ML researcher, but you should be actively using and experimenting with these technologies.
- Technical storytelling: You can take something deeply technical and explain what makes it different, why it matters, what it replaces, and why someone should care without watering down the substance.
- Product curiosity: You want to understand how things actually work. When you hear about a new capability, your instinct is to try it, ask questions, look at the architecture, and figure out what is genuinely differentiated.
- Proven positioning skills: Track record of positioning technical B2B products for growth and communicating effectively with both technical practitioners and business decision-makers.
- Content and communication: Ability to create compelling technical content and present complex products credibly to developers, customers, Sales teams, executives, and industry audiences.
- Commercial mindset: You understand that product marketing is accountable to the business. You connect GTM programs to product adoption, pipeline, competitive win rates, deal velocity, and revenue outcomes.
- Independent execution: You thrive in a fast-moving environment where the path isn’t always defined. You proactively find the information and people you need, develop a point of view, and move work forward.
- Education: Bachelor’s degree or equivalent relevant experience.
- Ability to come in 3 days a week to the SF office
Why groundcover
- Define the GTM playbook for one of the most important layers of the cloud-native stack,
- setting a new industry standard for how observability solutions are brought to market.
- Join a high-growth team at the forefront of Observability.
- Enjoy rapid career growth, high visibility, and a collaborative culture.
Benefits
- Competitive compensation (cash + equity)
- Medical, dental, and vision insurance
- Paid time off, including vacation and sick leave
- 401(k) Matching