Naming and Messaging Lead - Product Marketing

Overview

We are looking for a strategic Marketing expert to lead naming and messaging workstreams across our portfolio. This is an individual contributor role designed for someone who operates with deep subject-matter expertise and has a unique combination of strategic and executional naming and messaging expertise along with world-class, hands-on writing abilities. You'll need to be able to both formulate the strategy behind naming and messaging through thoughtful strategic documents, as well as be able to generate names and write compelling customer-facing copy.

Reporting to the Head of Messaging, Product Marketing, you will drive naming, positioning, and messaging workstreams, partnering closely with Product Marketing leaders and managers across businesses to ensure consistent, differentiated, and customer-driven narratives that scale across the company. This role is central to supporting the development of naming and messaging deliverables for solutions and products, down to launches, sales motions, and copy used across customer touchpoints.

What You'll Do

Naming & Messaging Strategy and Execution

• Lead individual workflows for naming strategy and governance for products, platforms, solutions, and capabilities, including frameworks, criteria, and decision processes.
• Define differentiated positioning and messaging grounded in customer needs, market context, and competitive dynamics.
• Brainstorm names that align to the strategy with clearly articulated rationale for recommendations through strategic documents.
• Partner with Brand and Legal to ensure alignment with brand architecture and naming requirements.

Product Marketing Leadership Partnership

• Guide PMM teams on framing products, solutions, and launches through strong point-of-view, data-driven guidance, and hands-on collaboration.
• Help raise the overall bar for messaging quality, clarity, and consistency across Product Marketing.

Copywriting & Storytelling

• Write customer-facing naming and messaging. Be deeply hands-on in writing
• Develop positioning statements and value propositions
• Create messaging frameworks and guides
• Develop launch narratives and key messages
• Write executive-level storytelling and talking points
• Create foundational copy used across web, sales, and GTM assets
• Translate complex technical concepts into clear, compelling, customer-centric language.

Cross-Functional Collaboration

• Partner closely with Product Management and Product Marketing managers to translate roadmap priorities and innovation into crisp, outcome-oriented messaging.
• Collaborate with Corporate Marketing and Brand to ensure alignment between product messaging, brand narrative, campaigns, events, and thought leadership.
• Work with Sales, Enablement, and GTM teams to ensure messaging is usable, differentiated, and effective in the field.
• Incorporate customer insights, competitive intelligence, and market feedback to continuously refine messaging.

Requirements

• 7+ years experience in Brand, Product or other Marketing or related strategic marketing roles.
• Proven expertise in naming, positioning, and messaging for complex technology portfolios.
• Operate comfortably as a peer to Product Marketing leaders, influencing without authority.
• Exceptional storyteller who can distill complex technical concepts into clear, compelling copy.
• Highly collaborative, with strong executive communication skills and sound judgment.
• Hands-on, detail-oriented, and comfortable owning critical messaging artifacts end-to-end.

Preferred Qualifications

• Experience working across multi-product or platform-based portfolios.
• Familiarity with brand architecture, naming and messaging governance, and trademark considerations.
• Background in enterprise infrastructure, cloud, data, or SaaS markets.

Education

Bachelor's degree in marketing or business related area OR Equivalent combination of additional experience as stated above, in place of degree.

Compensation:

The target (base) salary range for this position is $160,000-175,000. The salary offered will be determined by the candidate's location, qualifications, experience, and education and may be outside of this range. Final compensation packages are competitive and in line with industry standards, reflecting a variety of factors, and include a comprehensive benefits package. This may cover Health Insurance, Life Insurance, Retirement or Pension Plans, Paid Time Off (PTO), various Leave options, Performance-Based Incentives, employee stock purchase plan, and/or restricted stocks (RSU's), with all offerings subject to regional variations and governed by local laws, regulations, and company policies. Benefits may vary by country and region, and further details will be provided as part of the recruitment process.

At NetApp, we embrace a hybrid working environment designed to strengthen connection, collaboration, and culture for all employees. This means that most roles will have some level of in-office and/or in-person expectations, which will be shared during the recruitment process.

Equal Opportunity Employer:

NetApp is firmly committed to Equal Employment Opportunity (EEO) and to compliance with all federal, state and local laws that prohibit employment discrimination based on age, race, color, gender, sexual orientation, gender identity, national origin, religion, disability or genetic information, pregnancy, protected veteran status, and any other protected classification.

Why You'll Thrive at NetApp

At NetApp, you won't wait for the perfect moment-you'll make it. The early planning, the extra thought, the bold idea that turns good into great: That's how our people operate and how we continue to push the boundaries of data infrastructure.

NetApp is the trusted partner for organizations transforming data into opportunity. As the only enterprise-grade storage service natively embedded in Google Cloud, AWS, and Microsoft Azure, we empower customers to run everything from traditional workloads to enterprise AI with unmatched performance, resilience, and security.

Our culture

We celebrate mold breakers, bold thinkers, and problem solvers. We reward initiative, impact, and ownership. We provide flexibility so you can balance professional ambition with your personal life. Here, differences are not just welcomed-they drive everything we do.

If you're ready to innovate, rise to the challenge, and own every moment - make your next move your best one. Apply now.

Submitting an Application

To ensure a streamlined and fair hiring process for all candidates, our team only reviews applications submitted through our company website. This practice allows us to track, assess, and respond to applicants efficiently. Emailing our employees, recruiters, or Human Resources personnel directly will not influence your application.

AI Disclosure

For select roles, some stages of our hiring process may use artificial intelligence tools to help evaluate applications and candidate selection. These tools support-rather than replace-human decision-making.