Product Marketing Manager, Accounting

Shine is the financial copilot for entrepreneurs and small business owners.

Founded by serial entrepreneurs Rico Andersen and Martin Hegelund, Shine is a leading European fintech unicorn on a mission to restore the joy of running a business, by ending wasted time on financial admin. Shine offers a connected solution for invoicing, accounting, payroll, business accounts, payments, and financing, meaning business owners can focus their energy on growing a healthy business, not held back by manual admin.

Part of something bigger
Today we're part of Cegid, a European leader in cloud software for finance and accounting. Together we're building Europe's leading financial copilot for small businesses and their accountants. Shine already supports more than 400,000 small businesses. As part of Cegid, we now reach over one million small businesses and 15,000 accountants across Europe.
We're a multicultural team working from France, Germany, Denmark and the Netherlands, contributing to a wider European network that spans Spain, Portugal and Belgium.

Your hiring experience matters
Just as we respect our customers' time, we respect yours. Your experience with Shine and Cegid should feel simple, transparent and genuinely supportive.
If this sounds like somewhere you want to grow, we'd love to hear from you.

Revenue Marketing at Shine

Our Revenue Marketing team in Spain is dedicated to driving growth among the country's freelancers, small business owners and CPA's (Accountants). We're a close-knit team with a clear mission: connecting the right people to the tools and solutions that make running a business simpler, smarter, and more sustainable.

We work across the full marketing mix; campaigns, channels, content, and performance, translating strategy into tangible activity that moves the needle. From ideation to execution, we're the team that makes things happen, keeping a sharp focus on results while staying deeply attuned to the everyday realities of Spain's small business & CPA community.

Your Role as a Product Marketing Manager - Accounting CPA

We are looking for a Product Marketing Manager — Accounting CPA to lead the product marketing and Go To Market strategy for the accounting firms segment in Spain.

This role will be responsible for shaping how we position, launch, activate and grow our solutions within the accounting ecosystem, ensuring that our products, strategic initiatives and business transformation projects are successfully brought to market.

The person in this role will act as a key bridge between local and global teams, connecting Product, Product Marketing, Sales, Customer Success, Support, Growth, Lifecycle, Brand and Local Marketing to ensure strong alignment between product strategy, market needs and commercial execution.

You will combine strategic Product Marketing thinking with hands-on Go To Market execution, helping define value propositions, customer messaging, sales enablement, activation plans and adoption initiatives for one of our most strategic customer segments in Spain.

You will also become a trusted voice within the accounting community, helping us understand customer needs, market dynamics and regulatory changes while supporting the evolution of our product strategy for this critical segment.

Why this role matters

Accounting firms are at the centre of small business operations. Winning their trust creates long-term platform adoption, stronger customer retention and scalable ecosystem growth.

In Spain, the CPA segment represents a highly strategic opportunity. To succeed, we need a strong Product Marketing profile who can deeply understand the accounting market, translate customer needs into clear positioning and activation plans, and coordinate successful Go To Market execution across teams.

This role is critical to ensuring that our products are not only launched, but properly understood, adopted and activated in the market.

Your responsibilities will include:

Product Marketing Strategy & Positioning

• Define and evolve the positioning, value proposition and messaging for our accounting solutions in Spain.

• Translate product capabilities into clear customer benefits for accounting firms and professional practices.

• Build a strong understanding of the CPA ecosystem, including workflows, pain points, business needs and regulatory drivers.

• Adapt global product narratives and initiatives to the local Spanish market context.

• Identify market opportunities and customer insights that can inform product strategy, commercial priorities and growth initiatives.

• Monitor competitor positioning, regulatory changes and market trends relevant to the accounting segment.

Go To Market Strategy & Execution

• Lead Go To Market plans for products, features, migrations and strategic initiatives targeting the CPA segment.

• Own the local GTM strategy from planning to execution, ensuring clear coordination across Product, Product Marketing, Sales, Customer Success, Support, Growth and Marketing.

• Coordinate launches, rollouts, activation plans and commercial initiatives across local and global teams.

• Ensure that product launches and strategic initiatives are successfully translated into market adoption and commercial impact.

• Manage GTM initiatives independently, ensuring clear timelines, ownership, dependencies and follow-up across teams.

Product Adoption & Customer Activation

• Drive initiatives focused on product adoption, customer activation and engagement within the accounting firms segment.

• Identify adoption barriers and coordinate corrective actions with Product, Customer Success, Support and Sales teams.

• Support customer migration, feature activation and portfolio evolution initiatives.

• Define activation messages, customer journeys and adoption materials in collaboration with Lifecycle, Growth and Customer Success teams.

• Use customer and business insights to improve adoption, retention and product engagement.

Sales Enablement & Commercial Readiness

• Develop sales enablement materials, commercial narratives, battlecards, customer-facing assets and internal guidance for Sales and Customer Success teams.

• Equip commercial teams with the right messaging, market insights, customer pain points and competitive positioning.

• Coordinate internal communications around launches, product updates, strategic priorities and market opportunities.

• Ensure that Sales and Customer Success teams understand not only what is being launched, but why it matters and how to bring it to customers effectively.

Cross-functional Coordination

• Act as the main connector between local market needs and global product and marketing teams.

• Work closely with Product, Product Marketing, Sales, Customer Success, Support, Revenue, Growth, Lifecycle, Brand and Local Marketing teams.

• Ensure alignment between global strategy and local execution.

• Coordinate workstreams across teams to ensure successful market activation.

• Bring structure, clarity and prioritisation to complex cross-functional initiatives.

Market, Customer & Community Insights

• Build strong knowledge of the accounting firms ecosystem in Spain.

• Gather customer feedback, internal insights and market signals to identify growth opportunities and improvement areas.

• Represent the voice of the customer and the voice of the market in internal discussions.

• Monitor regulatory, technological and business trends affecting accounting firms and their clients.

• Help the company become a trusted technology partner for forward-thinking accountants.

Events, Webinars & Industry Presence

• Support and represent the company at accounting events, webinars, conferences and industry forums.

• Contribute to thought leadership initiatives and market education for the CPA segment.

• Build relationships with relevant stakeholders across the accounting ecosystem.

• Help shape content, messaging and narratives for events and community initiatives.

Job located in Spain, Madrid with possibility of two remote working days per week

What Success Looks Like:

• Clear and differentiated positioning for our accounting solutions in Spain.

• Successful Go To Market execution for CPA products, features, migrations and strategic initiatives.

• Stronger product adoption and activation among accounting firms.

• Sales and Customer Success teams fully enabled with clear messaging, materials and commercial narratives.

• Improved alignment between local market needs and global product/product marketing strategy.

• Stronger understanding of customer pain points, market dynamics and regulatory drivers.

• Accounting firms increasingly adopting, trusting and championing our platform.

• Strong collaboration between local and global teams.

• Product Marketing becoming a key driver of business impact for the CPA segment in Spain.

About you

• 4+ years of experience in Product Marketing, Go To Market, Revenue Marketing or similar roles within B2B SaaS environments.

• Strong understanding of Product Marketing principles: positioning, messaging, launch planning, sales enablement and customer insights.

• Experience leading or coordinating Go To Market initiatives across cross-functional teams.

• Ability to translate product capabilities into clear business value for customers.

• Strong strategic thinking combined with hands-on execution.

• Excellent communication and storytelling skills.

• Strong stakeholder management skills, with the ability to influence local and global teams.

• Comfortable operating in a fast-moving, high-growth and constantly evolving environment.

• Strong organisational skills, with the ability to manage multiple priorities, dependencies and workstreams.

• Experience working with Sales, Customer Success, Product, Growth or Marketing teams.

• Native or fluent Spanish and strong English communication skills.

• Experience in accounting software, fintech, business management software or the accounting firms ecosystem is a strong plus.

Equal Opportunity Employer

We follow the principle of equal treatment to consider all job applicants and do not discriminate based on their gender, sexual orientation, color, racial or ethnic origin, religion, disability, etc. as per applicable law.

Our recruitment process

1️⃣ A 30' first call with Ryan or Subhan (Talent Acquisition Specialist) to get to know you better and share more about Shine.

2️⃣ A 60' interview with Cristina (Hiring Manager) to discuss your past experiences and the role we are offering.

3️⃣ A 60' business case presentation to highlight your skills and give you a hands-on feel for the role.

4️⃣ A 30' team introduction, followed by a soft skills interview to see how we can best support your growth at Shine.