Senior Director, Product Marketing

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Date: Feb 5, 2026

Location: München, DE, 81829

Company: nemetschek

Senior Director of Product Marketing  

Location: Germany, Munich/hybrid preferred 

 

OVERVIEW 

ALLPLAN is a global provider of BIM design software for the AEC industry. True to our “Design to Build” claim, we cover the entire process from the first concept to final detailed design for the construction site and for prefabrication. Allplan users create deliverables of the highest quality and level of detail thanks to lean workflows. ALLPLAN offers powerful integrated cloud technology to support interdisciplinary collaboration on building and civil engineering projects. Around the world over 600 dedicated employees continue to write the ALLPLAN success story. Headquartered in Munich, Germany, ALLPLAN is part of the Nemetschek Group which is a pioneer for digital transformation in the construction sector. 

 

POSITIONS’ GOAL 

The Senior Director of Product Marketing will lead the PMM team to drive revenue growth and market awareness for Allplan’s portfolio of products. This critical leadership role owns the Go-To-Market (GTM) strategy, ensuring optimal product positioning, pricing, and competitiveness. By identifying, launching, and scaling operations in key global markets. This executive partners closely with regional leadership, product, sales, marketing, and operations teams to ensure successful market positioning, release management, localization, and sustained revenue performance across geographies. The role combines planning, commercial acumen, digital execution and cross-functional leadership to accelerate Allplan's global footprint and ensure consistent execution and increased revenue across regions. 

 

TASKS 

  • Define and drive the go-to-market (GTM) strategy for all product lines, ensuring alignment with company goals and customer segments in the building & design industry. 

  • Partner with Product, Sales, and Customer Success to shape the product roadmap based on market insights and customer feedback. 

  • Lead positioning, messaging, and value proposition development for each product, ensuring differentiation in a crowded SaaS market. 

  • Conduct competitive landscape analysis, tracking market trends, emerging technologies (e.g., BIM, AI in design), and new entrants. 

  • Develop and manage the annual marketing plan and budget to achieve revenue, retention, and adoption targets. 

 

Product Positioning & Messaging 

  • Translate complex technical features into clear, benefit-driven narratives tailored to architects, designers, engineers, and construction managers. 

  • Develop persona-based messaging for key buyer roles (e.g. Design Directors, BIM Managers, Construction Technology Officers). 

  • Create industry-specific use cases and storytelling assets showing real ROI (e.g. time saved, collaboration efficiency, design accuracy). 

  • Ensure brand consistency and technical credibility across all materials, from website copy to sales decks. 

 

Go-To-Market Execution 

  • Lead all product launches, coordinating cross-functionally between Product, Sales, Customer Success, and Demand Gen. 

  • Develop and manage launch frameworks, timelines, and success metrics (e.g., adoption, pipeline influence, activation). 

  • Partner with Sales Enablement to produce launch kits, battlecards, and objection handling guides. 

  • Track launch performance analytics and refine strategies based on adoption data. 

 

Market & Customer Intelligence 

  • Own the Voice of Customer (VoC) program to gather insights through interviews, surveys, win/loss analysis, and customer advisory boards. 

  • Build and maintain a market segmentation model, identifying growth opportunities within architecture, engineering, and construction verticals. 

  • Produce competitive analysis reports and industry trend briefings for executive leadership. 

 

Content, Campaigns & Brand 

  • Oversee thought leadership and content strategy targeting the building & design community (whitepapers, webinars, case studies). 

  • Partner with Demand Generation on ABM campaigns and industry event strategy (trade shows, design expos, conferences). 

  • Collaborate with Product and Customer Success to build customer success stories and measurable impact studies. 

 

Team Leadership & Culture 

  • Build and mentor a high-performing product marketing team, including specialists in messaging, enablement, and market intelligence. 

  • Foster cross-functional collaboration with Product, Sales, and Customer Success teams. 

  • Establish repeatable playbooks and processes for launches, messaging, and market research. 

  • Develop a culture of customer empathy and continuous learning across the team. 

 

PROFESSIONAL REQUIREMENTS 

  • Bachelor’s degree in Marketing, or related field required; MBA or Master’s degree in Marketing preferred 

  • Familiarity with AEC (Architecture, Engineering, Construction) or design technology industries is a strong plus. 

  • 5-7+ years of progressive experience in B2B marketing, with at least 5+ years of product marketing leadership roles. 

  • Proven experience leading GTM (Go-to-Market) strategy for SaaS products, ideally in the building, construction, or design technology space (e.g., BIM, CAD, design collaboration, project management tools). 

  • Demonstrated success driving product adoption, expansion, and retention in enterprise and mid-market segments. 

  • Experience collaborating closely with Product Management, Sales, and Customer Success to align product positioning with customer needs. 

  • Prior experience managing and scaling a cross-functional marketing team (messaging, enablement, research, and content). 

  • Strong track record in launching new products/features, including pricing, packaging, and positioning strategy. 

  • Expert in market segmentation, buyer persona development, and value proposition design. 

  • Proficiency with marketing and analytics platforms (e.g., HubSpot, Salesforce, Marketo, Looker, or similar). 

  • Familiarity with product analytics tools (e.g., Pendo, Amplitude, Mixpanel) for adoption and engagement metrics. 

  • Understanding of design and building software ecosystems, such as Revit, AutoCAD, Rhino, SketchUp, or BIM 360 (advantageous for credibility with target audience). 

  • Strong understanding of SaaS business models, pricing structures, and customer lifecycle metrics (CAC, LTV, churn, expansion ARR). 

 

WHAT WE OFFER  

  • The opportunity to shape the product vision of a TecDAX-listed technology leader at the forefront of AEC industry digital transformation. 

  • The chance to drive meaningful impact on the future of the built environment through innovative, AI-powered, and cloud-enabled solutions. 

  • A collaborative, international work environment with dedicated professionals and diverse, challenging projects. 

  • Attractive opportunities for professional growth and development. 

  • Join ALLPLAN and play a leading role in redefining how the world designs and builds. If you are a strategic thinker, inspiring leader, and passionate about delivering transformative technology to the AEC industry, we want to hear from you. 

 

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