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Head of Product Marketing Aspira | Marketing

About Aspira

For over forty years, Aspira has led the outdoor recreation industry as the premier provider of software and services for state and provincial parks, wildlife agencies, and private campgrounds. As we enter a bold, multi-year transformation, we are building a next-generation platform that will help us retain and grow existing relationships while expanding into new markets.

We’ve recommitted to values that shape how we lead and execute: Customer Obsession, Forward Momentum, One Team One Dream, Radical Transparency, Win with Integrity, and Excellence.

The Opportunity We are looking for a Head of Marketing who brings deep domain expertise in product marketing and has successfully led a diverse, cross-functional team. This Dallas-based leader must be comfortable owning both strategic planning and day-to-day tactical execution across the full marketing mix.

This person will lead our rebranding efforts, build targeted go-to-market motions for both private and public segments, and drive growth with compelling messaging, media engagement, and scalable lifecycle campaigns. You’ll be responsible for helping shape Aspira’s brand voice and product positioning while guiding a team of marketers in digital, event, PR/brand, email, and industry roles.

Key Responsibilities

Product Marketing & GTM Execution

• Own persona definition, segmentation, value props, and messaging across the portfolio.

• Build targeted materials for campgrounds, government, and public park operators.

• Lead launch planning and coordination with Product, Sales, and Account Management teams.

• Support RFP strategy and proposal development for government and enterprise deals.

• Ensure client-facing updates reflect product changes and roadmap milestones.

• Drive proactive comms to keep clients informed on launches and key updates.

• Equip teams with messaging and toolkits for consistent client communication.

• Lead post-launch follow-up to share features, tips, and gather feedback.

Strategic Leadership & Brand Positioning

• Drive the unified marketing vision aligned with corporate transformation goals.

• Lead the upcoming full rebrand—name, identity, voice, and narrative.

• Define and uphold a consistent brand experience across all customer and internal touchpoints.

• Oversee product demonstration strategy to support sales and marketing initiatives.

Client Marketing Services & Automation

• Build scalable, automated campaigns for client onboarding, adoption, renewal, and advocacy.

• Ensure lifecycle marketing is integrated with tools and automation platforms.

PR & External Communications

• Architect a comprehensive PR and media strategy to increase industry presence and influence.

• Cultivate media and industry relationships, and prepare internal or external spokespersons.

• Represent the company at key industry events or ensure effective delegate participation.

Team Management

• Direct a team of specialists across:

o Event Marketing

o Industry Marketing

o Digital & Growth Marketing

o PR & Brand

o Email Marketing

• Foster a results-driven, collaborative culture focused on ownership and performance.

• Identify hiring needs and lead recruitment for emerging roles.

Marketing Operations & Measurement

• Optimize the marketing tech stack and performance dashboards.

• Lead ROI analysis, funnel optimization, and budget allocation decisions.

Qualifications

• 10+ years in B2B SaaS marketing, with a strong foundation in product marketing.

• Demonstrated success managing diverse teams across multiple functions.

• Experience owning and executing a comprehensive rebrand.

• Hands-on experience with marketing automation, attribution tools, and CRM systems.

• Proven track record in public sector, enterprise, or mission-driven markets.

Skills & Qualities

• Strategic thinker with a bias toward execution.

• Strong cross-functional collaborator and communicator.

• Comfortable with ambiguity, complexity, and managing change.

• Capable of operating at both the executive and individual contributor level when needed.

• Relentless focus on outcomes, pipeline, and performance.

Desired Education and Experience

• Bachelor’s degree in Marketing, Business, or Communications; MBA preferred.

• Experience in public sector, govtech, or mission-driven B2B SaaS is a plus.

• Strong familiarity with CRM’s, attribution platforms, and marketing automation tools.