Product Marketing Lead, GTM Strategy - Claude for Knowledge Work

About Anthropic Anthropic’s mission is to create reliable, interpretable, and steerable AI systems. We want AI to be safe and beneficial for our users and for society as a whole. Our team is a quickly growing group of committed researchers, engineers, policy experts, and business leaders working together to build beneficial AI systems. About the role There are close to a billion knowledge workers in the world, and only a small fraction of them have discovered what it feels like to work alongside AI that actually raises their game. Getting the rest of the way there isn't a single campaign or launch — it's an integrated marketing and growth motion: the right story, reaching the right persona, backed by activation and campaign work that turns a first try into habitual use. That's what this role owns. We're looking for a Product Marketing Lead to own the GTM Strategy and integrated growth motion that makes Claude for Knowledge Work — chat, Cowork, Claude for Office, Tag and more — the default AI collaborator for knowledge workers. You'll define the Marketing & growth strategy by segment for our core knowledge-work products, and coordinate the work streams that acquire and activate both users and accounts and drive their success. This role provides direction, coordination, and fuel across Demand Generation, Growth, Brand, Events, Campaigns, Field Marketing, and Success. This is a GTM-oriented product marketer: deep in messaging and product truth, expressed through narrative content, campaigns, activation programs, and community. You'll build and run programs personally from day one, backed by many internal teams. If you've owned an awareness-to-success marketing motions end to end for a product line, know how to turn product truth into content and campaigns that land with various segments and personas, and want to build the motion that gets millions of knowledge workers to change how they work, this role is for you. Responsibilities Define the Marketing and growth strategy, segment by segment. Build a marketing plan per priority segment or function, prioritizing where to lead first and what to deliberately not do yet. Set the content direction for Claude for Knowledge Work. Shape flagship narrative content based on the plan and campaign needs, building on the messaging and launch foundations owned by Core PMM. Turn activation into a flywheel inside enterprise accounts. Identify and activate champions, coordinate workshops and webinars, and run lifecycle programs for various personas inside top accounts, inspiring knowledge workers to raise their ambitions and deliver more impact with Claude. Own the flagship acquisition and activation campaigns. Define and run the "Hand off your tasks to Claude" integrated programs, choosing channels and activations that fit the audience. Inform the digital, social, and field motions. Shape the Knowledge Work digital, social, and influencer motion — ops, finance, legal, marketing, and productivity creators — and our social presence in this space. Coordinate without owning. Provide direction, coordination, and fuel across Demand Generation, Growth, Brand, Events, Campaigns, Field Marketing, and Success, so the growth motion moves as one program without duplicating any team's mandate. Build and ship the work yourself. Operate as an individual contributor in year one — write the plans, build the campaigns, and ship the content directly, with room to grow a team as the motion matures. Report on what the motion is actually driving. Track and share progress against awareness and preference, growth (WAUs and enterprise account depth), revenue contribution, and campaign efficiency. You may be a good fit if you have Have experience creating marketing programs for functional personas, whether users or buyers (e.g., Operations, Finance, Legal, Sales) Excel at cross-functional collaboration, with a track record of driving work through influence across Demand Generation, Growth, Brand, Events, Campaigns, Field…