This role is for one of the Weekday's clients
JobType: full-time
We are looking for a Product Marketing Manager to own positioning, messaging, go-to-market (GTM), and adoption across web and mobile applications. This role sits at the intersection of product, growth, content, and customer experience, with a strong focus on driving activation, enquiries/bookings, and long-term retention.
This is not a pure brand role. It is a hands-on product and growth marketing role centered on user adoption, funnel movement, and conversion.
Requirements
Key Responsibilities
1) Positioning, Messaging & Value Proposition
- Define and refine core positioning for key customer segments (families, solo travelers, spiritual trips, group travel, weekend getaways, etc.).
- Develop clear, compelling messaging for:
- Website and app journeys
- Landing pages and package pages
- Performance creatives in collaboration with growth teams
- Establish a consistent tone of voice and messaging hierarchy across channels.
2) Go-To-Market (GTM) for Features & Launches
- Own GTM strategy for new launches including destinations, packages, features, offers, and partnerships.
- Build structured GTM plans covering:
- Target segments
- Customer insights and hooks
- Channel mix (app, web, social, CRM)
- Rollout timelines and success metrics
- Coordinate cross-functionally to execute launches end-to-end.
3) User Journey Communication & Adoption
- Partner with product and design teams to improve:
- Onboarding communication
- In-app prompts and nudges
- Feature education and discovery
- Drive funnel progression from browse → enquiry → booking → repeat usage.
4) Customer Insights & Competitive Intelligence
- Own feedback loops from:
- App and website behavior
- Customer support and operations teams
- Reviews, ratings, and social channels
- Track competitors and adjacent platforms to inform:
- Messaging optimizations
- GTM angles
- Inputs for feature prioritization.
5) CRM, Lifecycle & Retention Messaging
- Define lifecycle communication strategies for:
- Onboarding
- Browse or enquiry abandonment
- Win-back journeys
- Repeat usage and retention triggers
- Partner with CRM and growth teams to execute campaigns across WhatsApp, email, and push notifications.
6) Content & Sales Enablement Assets
- Create product-led content such as:
- Destination and product explainers
- FAQs and trust-building content
- Testimonials and proof points
- Build sales and partnership enablement decks when required.
7) Measurement & Reporting
- Track and report on launch and adoption KPIs including:
- CTRs to key pages
- Activation and usage metrics
- Enquiry and booking conversion uplift
- Retention and cohort trends
- Maintain launch scorecards and post-launch learnings.
Candidate Profile
Must-Haves
- 4–8 years of experience in Product Marketing, Growth Marketing, or GTM roles
- Strong capabilities in:
- Positioning and messaging
- GTM planning and execution
- Funnel and adoption-led thinking
- Comfortable collaborating with product, design, and tech teams
- Strong writing, analytical, and structured thinking skills
Preferred Background
- Experience in app-first or consumer internet companies such as marketplaces, D2C, fintech, quick commerce, or subscription businesses
- Exposure to experimentation, cohort analysis, and lifecycle marketing
- Travel or hospitality experience is a plus but not mandatory
Tools (Preferred)
- Analytics: GA4, Firebase, Mixpanel (or similar)
- Search intent tools: Google Search Console
- CRM: WebEngage, MoEngage, CleverTap (any one)
- Planning & collaboration: Notion, Jira, Trello
- User behavior tools: Hotjar or Microsoft Clarity (nice to have)
Success Metrics
- Improved feature adoption and activation rates
- Higher browse-to-enquiry and enquiry-to-booking conversion
- Strong launch performance across CTRs and incremental demand
- Improved retention supported by lifecycle messaging
- Faster, more predictable GTM execution with strong cross-functional alignment
