Product & Go-to-Market Manager-US

Position: Product & Go-to-Market Manager Department: Product / Product Marketing Reports to: VP Product / VP Product Marketing Location: United States/LATAM (aligned to US business hours)

Role Purpose

The Product & Go-to-Market Manager — US is the regional product and product marketing owner for Shufti’s US business.

Sitting between customers, Sales, Product, Product Marketing, Compliance, and Solutions Engineering, this role ensures the US commercial team has the product knowledge, positioning, market intelligence, and customer-facing support needed to develop the region without depending on HQ for routine requirements.

You will work directly with prospects and customers to understand their use cases, help position the right Shufti solutions, support strategic opportunities, build US-specific messaging and sales enablement, and identify recurring market requirements that should influence Shufti’s product roadmap.

This is not a traditional content-focused Product Marketing role. The person will be expected to stay close to customers, deals, competitors, regulation, and product usage — and turn what they learn into better commercial execution and better product decisions.

Key Responsibilities

Product & Opportunity Support

• Join customer discovery, product, and strategic sales conversations to understand business problems, use cases, regulatory requirements, and product needs.

• Help Sales identify and position the right Shufti products and capabilities against each opportunity.

• Support proposals, RFPs, RFI responses, demonstrations, POCs, and other strategic evaluations from a product and market perspective.

• Identify product, regulatory, competitive, or operational blockers affecting opportunities and drive them toward resolution.

• Ensure Sales understands what Shufti can and cannot deliver before commitments are made.

• Own product-related follow-ups for US opportunities and coordinate specialist input from Product, Compliance, Engineering, or other HQ teams where required.

• Help translate complex product capabilities into clear commercial value for different buyers, industries, and use cases.

Product Marketing & Sales Enablement

• Develop and continuously improve Shufti’s US-specific positioning and messaging.

• Define priority industries, buyer personas, use cases, pain points, and value propositions for the US market.

• Translate Shufti’s underlying technology into industry-specific propositions rather than positioning products generically.

• Build and maintain sales decks, solution briefs, one-pagers, discovery guides, FAQs, battlecards, objection-handling material, and competitive talk tracks.

• Equip Sales with the context needed to sell against specific competitors, regulations, customer problems, and industry trends.

• Brief Sales before strategic opportunities and support customer-facing conversations where deeper product or market expertise is required.

• Localise global product launches and ensure the US commercial team is enabled immediately when new capabilities become available.

• Work with Regional Marketing on campaign propositions, messaging, webinars, events, and industry-specific initiatives.

Market & Competitive Intelligence

• Build a continuous understanding of how identity verification, KYC, KYB, AML, fraud, and adjacent markets are evolving in the US.

• Capture structured intelligence from prospects, customers, Sales, partners, lost opportunities, and industry activity.

• Track competitor products, positioning, pricing approaches, strengths, weaknesses, and market movements.

• Analyse win/loss patterns and identify recurring reasons Shufti wins, loses, or becomes blocked in opportunities.

• Monitor regulatory, fraud, procurement, technology, and customer-behaviour changes that may create new product requirements or commercial opportunities.

• Convert market observations into actionable recommendations rather than simply reporting information.

• Deliver structured regional intelligence back to Product and Product Marketing leadership.

Regional Product Discovery

• Maintain a structured view of product gaps and unmet requirements emerging from the US market.

• Distinguish one-off customer requests from requirements that represent wider industry demand.

• Investigate important gaps through customer conversations, competitive research, regulatory analysis, and commercial evidence.

• Develop business cases for relevant product enhancements, new capabilities, integrations, or market-specific solutions.

• Provide Product teams with clear context around the customer problem, target industry, commercial opportunity, competitive landscape, and expected impact.

• Participate in product discovery for US-relevant initiatives and represent the regional customer and commercial perspective.

• Support validation and market adoption of new products or features once developed.

Existing Customer Growth

• Work with Sales and Customer Success to understand product adoption across existing US customers.

• Identify products, features, geographies, or use cases customers could adopt beyond their current implementation.

• Surface credible cross-sell and upsell opportunities with a clear use case and product rationale.

• Identify product-related renewal risks, adoption gaps, or competitive threats before they become commercial issues.

• Support strategic account reviews and QBRs where product, market, regulatory, or roadmap discussions are required.

• Capture customer feedback and ensure recurring themes reach the appropriate Product teams.

• Help customers understand relevant new Shufti capabilities and how they apply to their business.

Regional Product Ownership

• Act as the first point of contact for routine product and product-positioning questions from the US commercial team.

• Reduce unnecessary dependency on HQ teams during US working hours while maintaining alignment with Shufti’s global strategy.

• Coordinate effectively across US Sales, Solutions Engineering, Regional Marketing, Customer Success, Product, Product Marketing, Compliance, Engineering, Partnerships, and Commercial teams.

• Escalate specialist questions with sufficient context and ownership rather than simply forwarding requests.

• Maintain clear visibility of outstanding product blockers, market requirements, competitive threats, and commercial opportunities.

• Ensure insights from the US market systematically flow back into Shufti’s global Product and Product Marketing organisation.

What You Bring

• 4+ years of experience across Product Marketing, Product Management, Solutions Consulting, Product Strategy, or another customer-facing product role, ideally within B2B SaaS, fintech, RegTech, identity, fraud, payments, or compliance technology.

• Strong ability to understand a customer problem and translate it into the appropriate product, use case, value proposition, and commercial narrative.

• Experience working directly with Sales, customers, and Product teams rather than operating solely as a central marketing function.

• Strong product orientation — able to understand workflows, capabilities, limitations, integrations, and competitive differentiation in sufficient depth to support customer conversations.

• Strong commercial judgement and understanding of how product positioning affects pipeline, win rates, expansion, and retention.

• Excellent research and analytical skills, with the ability to turn market signals into structured recommendations.

• Strong understanding of positioning, messaging, personas, ICPs, competitive intelligence, and sales enablement.

• Excellent written and verbal communication skills, including the ability to communicate with executives, compliance teams, commercial stakeholders, and technical audiences.

• Ability to work independently as the regional product representative while knowing when specialist involvement from HQ is required.

• Strong ownership mindset — problems remain yours until the appropriate outcome or owner is established.

Nice to Have

• Experience with KYC, KYB, AML, identity verification, fraud prevention, payments, or financial crime technology.

• Understanding of US financial-services, fintech, gaming, crypto, marketplace, or other regulated-industry environments.

• Familiarity with US regulatory developments affecting identity, financial crime, fraud, privacy, or digital onboarding.

• Experience supporting enterprise RFPs, POCs, customer discovery, or complex B2B sales cycles.

• Experience conducting competitive and win/loss analysis.

• Experience influencing product roadmaps through market and customer evidence.

• Familiarity with HubSpot, Salesforce, ClickUp, product analytics, competitive-intelligence, or similar commercial/product tooling.

How Success Is Measured

Success in this role is measured by the commercial and product impact created in the US market — not by the number of decks, documents, or meetings produced.

Performance will include:

• Commercial Support: Quality and value of opportunities supported, product blockers resolved, and progression of opportunities following product involvement.

• Regional Independence: Ability of the US team to obtain accurate product and positioning support during local working hours without unnecessary dependency on HQ.

• Product & Market Intelligence: Quality of customer, competitive, regulatory, win/loss, and industry insights provided to global Product and Product Marketing teams.

• Product Influence: Identification and validation of meaningful US product gaps and the quality of business cases provided for roadmap consideration.

• Positioning & Enablement: Effectiveness of US-specific messaging, industry/use-case positioning, competitor differentiation, and sales enablement in live opportunities.

• Existing Customer Growth: Product adoption gaps, expansion opportunities, and product-related renewal risks identified and supported.

• Business Outcomes: Influence on pipeline progression, win rates, product adoption, account expansion, and revenue across opportunities where the role is materially involved.