Director, Product Marketing

At F5, we strive to bring a better digital world to life. Our teams empower organizations across the globe to create, secure, and run applications that enhance how we experience our evolving digital world. We are passionate about cybersecurity, from protecting consumers from fraud to enabling companies to focus on innovation.
Everything we do centers around people. That means we obsess over how to make the lives of our customers, and their customers, better. And it means we prioritize a diverse F5 community where each individual can thrive.
Director, Product Marketing – Application Delivery
At F5, we strive to bring a better digital world to life. Our teams empower organizations across the globe to create, secure, and run applications that enhance how we experience our evolving digital world. We are passionate about cybersecurity, from protecting consumers from fraud to enabling companies to focus on innovation.
Everything we do centers around people. That means we obsess over how to make the lives of our customers, and their customers, better. And it means we prioritize a diverse F5 community where each individual can thrive.
Director, Product Marketing Job Description
We are seeking a Director, Product Marketing to lead the product marketing team for BIG-IP systems, software, and delivery products, the foundation of the F5 Application Delivery and Security Platform (ADSP). You will own the go-to-market (GTM) strategy, positioning, and messaging for BIG-IP, and be accountable for how product marketing contributes measurably to pipeline, ARR growth, renewals, and modernization. The ideal candidate is a hands-on, strategic leader with deep expertise in application delivery, traffic management, and/or hybrid multicloud security.
Position Summary
BIG-IP is F5’s largest franchise and the trusted foundation for how the world’s leading enterprises deliver and secure their most critical applications. Hybrid multicloud, an expanding threat landscape, and AI inference at scale are reshaping this market and driving F5’s growth. As Director, Product Marketing, you will turn these shifts into the BIG-IP strategy and story, positioning BIG-IP as the platform enterprises rely on to deliver, secure, and scale every application across the data center, the cloud, and AI infrastructure. This is an opportunity to shape the next era of F5’s flagship product family and build the team that takes it to market.
Key Responsibilities
Develop and Execute Marketing Strategy
Define BIG-IP Positioning: Own the multi-year product marketing strategy and messaging architecture for the BIG-IP portfolio, across systems and software (F5 BIG-IP Virtual Edition in the data center and public cloud), and the core application delivery technologies, including Local Traffic Manager (LTM), BIG-IP DNS, and F5 Insight for ADSP. Define BIG-IP Positioning: Own the multi-year product marketing strategy and messaging architecture for the BIG-IP portfolio, across systems and software, and the core application delivery technologies, including Local Traffic Manager (LTM), BIG-IP DNS, and F5 Insight for ADSP.
Market & Competitive Intelligence: Lead market, competitive, voice-of-customer, and win-loss research to shape portfolio strategy, roadmap priorities, and GTM plans.
Drive Go-to-Market Success
Cross-Functional Execution: Own the BIG-IP launch process and partner with Sales, Product Management, Customer Success, and Demand Generation on launches and campaigns that build pipeline.
Value Proposition Delivery: Articulate BIG-IP’s value across high-performance traffic management, global DNS and load balancing, fleet management and automation, and AI inference traffic, tailored to NetOps, platform engineering, and IT infrastructure leaders.
Business Performance Tracking: Define and report the KPIs that tie product marketing to revenue, including pipeline contribution, annual recurring revenue (ARR) growth, renewal rates, and migration velocity.
Stakeholder Collaboration and Execution
Packaging and Roadmap Alignment: Partner with Product Management, Engineering, Finance, and Pricing to shape BIG-IP packaging, licensing, and subscription offers that accelerate migration and expansion, and keep messaging aligned with the roadmap.
Industry Representation: Represent F5's BIG-IP vision at industry events, user groups, and executive briefings, and lead analyst engagement to strengthen BIG-IP's position in industry evaluations.
Enable Customer-Centric Solutions
Sales and Partner Enablement: Equip direct sales, channel partners, and customer success with playbooks, battlecards, ROI tools, and quantified customer proof points that address legacy infrastructure, technical debt, multicloud complexity, and application scale.
Modernization Education: Build programs and content that help NetOps and platform engineering teams modernize application delivery for automated and AI-ready environments.
Lead and Mentor a High-Performing Team
Team Leadership: Build, develop, and mentor a high-performing team of product marketers.
Operational Frameworks: Establish the operating model and annual planning cadence for BIG-IP product marketing.
What We're Looking For
Required Qualifications
Enterprise Tech Background: 12+ years of B2B enterprise technology marketing experience, including 8+ years in product marketing for enterprise networking, application delivery controllers (ADCs), or enterprise security solutions and 5+ years leading product marketing teams. Bachelor’s degree in marketing, business, computer science, or a related field; MBA, MS, or MA preferred.
Hybrid & Multicloud Expertise: Strong experience marketing software (virtual edition/SaaS) and hardware (appliances/chassis) solutions across hybrid multicloud environments.
Product Migration/Launch Experience: Demonstrated success in managing complex transition campaigns (e.g., migrating users from legacy platforms to next-generation architectures).
Executive Briefing Experience: Proven ability to present BIG-IP strategy and roadmap to customer and partner executives in EBC and