Product Marketing Manager (Digital Growth)

Job Responsibilities

• Market Research and Analysis: Conduct market research to identify market trends, competitive landscape, and potential opportunities for the feature/product. This can be done via in-depth interviews, Surveys or calling our merchants. Current way of research is secondary i.e. via studying existing promotions/campaigns. We can include primary research as well to understand customer preference and behaviors to incorporate any GTMs.
• Customer Segmentation and Targeting: Define and segment the target audience based on behavior, preferences, and needs. At BW we have multiple options to divide our users. As a PMM you need to find out the best categorization of the audience for a feature/product adoption. Ex - Tier based, Feature based - Accounting, PPOB, PayCore, FS Verification based - KYC, KYB, NoneActive and Inactive basedPPM (product per merchant) based and more
• Product Positioning and Messaging: Develop clear and compelling positioning and messaging for the product, emphasizing its unique value proposition and benefits compared to competitors.
• Go-to-Market Strategy: Create a comprehensive go-to-market strategy that outlines how the product will be launched, marketed, and adopted/sold, considering various channels and promotional activities. Current ways cover landing pages, CRM channels and Social Media only until launch. The strategy should focus on long term plans i.e. 3M, 6M or 12M. Since we are in an ever changing dynamic org, we can look at min. 1 month strategy also. 
• Product Launch and Promotion: Post GTM is finalized, plan and execute product launches, including coordinating marketing campaigns, promotional materials, events, and product demonstrations to generate awareness and drive initial adoption.
• Collaboration with Cross-functional Teams: Work closely with product, MH, MS, CRM, and other teams to ensure alignment on product strategy, features, and messaging. Post the feature/product adoption, PMMs can keep an eye on the retention and cross adoption of the feature/product by enhancing user experience or product/feature enhancements.
• Sales Enablement: Since now we have EDC and B2B features, you can help in developing sales collateral, training materials, and tools to support the sales team in effectively presenting and selling the product to customers. You can collaborate with the product and CRM team to find out the possibilities to increase sales.
• Customer Feedback and Insights: Gather and analyze customer feedback, reviews, and usage data to understand customer satisfaction and make informed product improvements. If our users are not satisfied with any feature/product, connect with the merchants on how to improve and share the feedback with the product team for improvements.
• Marketing Communications: You can also develop and oversee the creation of marketing content, such as blog posts and social media updates, to drive product awareness and engagement. You can also identify the landing pages that can be improved for our customer’s better understanding and/or adoption.
• Metrics and Performance Analysis: Establish key performance indicators (KPIs) to measure the success of marketing efforts and use data analytics to optimize marketing strategies and campaigns. Ex- what is the expected adoption % of a new feature, what is the expected clicks for a PN/IAB on new release etc
• Product Lifecycle Management: Not only adoption, PMMs can significantly contribute in feature adoption growth, maturity and decline to sustain product relevance and profitability. You can work with the CRM team to stop churn and maintain the retention rate.

Can you share some examples of projects/experiments I can pick as a PMM?

•  As a PMM you can pick any problem statement related to your product and start to resolve it. Here are some examples :
• Payment Retention - If you see that Payments merchants are stopping to use our product, you can start by doing market research about why merchants have stopped using the feature/product. Speak to the MS/MH team to see how many complaints are related to Payments core and what is the main concern. Now we have all the information on why retention is going low. Come up with ideas and suggestions that can help reduce churn. Connect with the product team and CRM team to align and create a GTM.
• Saldo Adoption is low
• Dip in PPOB txns
• FS landing page has maximum bounce
• Homepage banners are getting clicks but no conversion
• EDC edu hub - how can we create best hub for our merchants
• B2B - how can we showcase the education library for this use case etc etc