Product Marketing Manager

Required Skills: Proficiency in CRM tools, Excellent Communication & Stakeholder Management, Cross functional collaboration, Amplitude, Mixpanel, GA4, Retention Strategy Criteria:Candidate should have Experience: 6–8 years in Product Marketing, Lifecycle Marketing for digital-first or app-based businesses.Preferred industry exposure: Gaming, OTT, consumer tech, or subscription-led platforms or E-commerce environments.Understanding of lifecycle communication, retention strategies, and user segmentation.Strong understanding of user behavior, adoption funnels, and product-led growth.Hands-on experience in CRM and in-app communication campaigns.Proficient in analyzing funnel metrics, adoption KPIs, and deriving actionable insights.Strong stakeholder management and ability to collaborate with Product, Design, Data & Lifecycle teams.Experience with CRM tools such as CleverTap, MoEngage, Braze, or WebEngage.Familiarity with analytics platforms (Amplitude, Mixpanel, GA4) and basic understanding of A/B testing / experimentation frameworks. DescriptionKey Responsibilities1. Drive Feature & Product AdoptionPlan and execute go-to-market (GTM) and in-app communication strategies to increase awareness and usage of new or underutilized product features.2. Convert User Insights into MessagingAnalyze user behavior and pain points to craft clear, value-led positioning and messaging for features and product experiences.3. Plan & Execute Cross-Channel CampaignsRun CRM, in-app, and creative communication campaigns to educate users, highlight feature benefits, and improve engagement.4. Measure & Optimize PerformanceTrack feature usage, conversion, and retention metrics to identify gaps and refine messaging, funnels, or user journeys.5. Collaborate with Cross-Functional TeamsWork closely with Product, Data, Design, and Lifecycle Marketing teams to ensure consistent communication and seamless product experience delivery. Key Expected OutcomesDemonstrable growth in feature and overall product adoption across the platform.Smooth and timely GTM execution for new feature launches.Clear, consistent product communication across all channels and user segments.Data-backed continuous improvement informed by user feedback and performance insights.Strong collaboration and alignment between Product, Lifecycle, and Design teams, ensuring efficient rollouts and improved user experience. Must-Have Requirements6-8 years of experience in Product Marketing, Lifecycle Marketing, or similar roles in digital-first/app-led businesses (OTT, consumer tech, or subscription-based models preferred).Strong understanding of user behavior, adoption funnels, and product usage patterns.Hands-on experience executing CRM and in-app communication campaigns.Analytical mindset with the ability to interpret funnel metrics and convert insights into action.Excellent communication and stakeholder management skills.Strong written and verbal communication, with clarity in user-facing messaging.Ownership mindset with end-to-end accountability for campaign planning and execution.Understanding of digital platforms and OTT ecosystems. Should-Have RequirementsExperience working in OTT, entertainment, or consumer-tech environments with knowledge of content-driven user behaviors.Working knowledge of CRM tools such as Clevertap, MoEngage, Braze, or WebEngage.Familiarity with analytics tools (Amplitude, Mixpanel, GA4).Exposure to A/B testing and experimentation frameworks.Comfort with data visualization platforms such as Appsflyer, Metabase, Looker, or Power BI.Understanding of lifecycle communication and retention-focused strategies.Ability to review or create campaign creatives with strong narrative alignment.Curiosity and storytelling capability to translate product features into user benefits. Good-to-Have RequirementsPrior experience in driving feature adoption or contributing to product-led growth initiatives.Experience working in high-growth, data-driven startup environments.Familiarity with marketing automation and experimentation tools.A creative eye for content, communication, and user experience design. Success MetricsFeature Adoption Rate: % of users engaging with new features (7-day/30-day adoption).Feature Retention Rate: Repeat usage of adopted features.Campaign Engagement Metrics: CTR, CVR, and engagement uplift from CRM/in-app campaigns.Time-to-Launch Efficiency: Speed and accuracy of GTM execution.User Awareness: Improvement in survey scores or reduction in support queries.Cross-Functional Alignment: Execution efficiency with Product, Data, and Design teams.Impact on Retention & Watch Hours: Contribution of product marketing efforts toward user engagement KPIs.