Head of Product Marketing

Job description for you to adapt by level requirement or business need

Head of Product Marketing (L6)

The Role

You’ll own the marketing strategy, value messaging, and brand positioning work, as well as developing a rich understanding of our buyer personas. You’ll partner closely with our tech team to translate Lune’s mission and vision into a product roadmap that’s loved by our customers and their communities alike. 

Your role ensures our customers are engaging with Lune’s product in a way that matters most to their specific needs, challenges, and goals, and that we’re continuing to iterate in a way that drives shared outcomes for us and for our customers. We believe that by educating businesses on how to get the most out of Lune, the sum is greater than its parts-- starting with improved commercial performance and consumer loyalty and ending with a more sustainable global economy.

The first Product Marketer for Lune must secure insights to help our small team to deeply understand our users, our markets, and the evolving competitive landscape. You’ll develop positioning and messaging for new products & features, you’ll own the go-to-market planning, and you’ll drive demand, adoption, and satisfaction with our products. Due to our early stage, success in this role requires comfort amidst (controlled) chaos, rolling up of sleeves, and persevering with unscalable activities to ensure we are truly solving the right problems for our customers.

If you're analytical and creative, and thrive in dynamic, fast-paced environments, then we'd love to meet you.

Responsibilities:

• Build a rich understanding of the nuanced needs of different types of customers, and distill out of that a set of buyer personas, a segmentation framework, and an ‘Ideal Customer Profile’ for a more refined understanding of Product Market Fit.

• Clarify our buyer’s journey and build sales collateral to accelerate the sales cycle (case studies, pitch decks, white papers, videos, etc.) based on different needs.

• Build foundations for needs-based value messaging and positioning that flexes for the different types of pain points, goals, challenges, and types of customers we work with.

• Build from scratch a Go-To-Market product launch process that consistently ensures a smooth, effortless rollout of new products or features. This includes embedding within the product team throughout the development lifecycle.

• Work with other marketers across global geographic areas to build demand for Lune.

• Identify the key areas of an existing customer’s lifecycle that require proactive education, use cases/case studies, and support to build a view on the customer “Happy Path” towards long term success with Lune. 

• Build a needs-based content strategy that directly links to the Lune’s value pillars (categories of Lune’s product value proposition).

• Input into founder-led pricing strategy with the Voice of the Customer, including building a monthly VOC report that captures a synthesized view of what’s happening between sales, business, product, marketing, and the customer. 

• Build customer feedback loops to influence the product roadmap and vision

• Build plan implementing product tracking behaviour-based lifecycle emails to drive ongoing engagement. 

• Build conversion-focused inbound growth marketing strategy including webinars, traditional channel marketing, blog content, thought leadership, podcasts, and establishing a partner ecosystem for comarketing opportunities.

• Set up, analyze, and report on marketing KPIs to track impact/ROI, and evolve this framework as Lune grows.

Requirements

• 5-10 years experience embedding within Tech & Marketing Orgs, with demonstrated experience in a product marketing capacity

• Comfortable working as part of a small, agile team with a keen ability to cut through the noise and keep focus on the work that matters the most to creating better customer experiences. 

• Experience and/or passion for assessing different category positioning opportunities

• Strong quantitative analytical ability and excellent communication skills.

• Demonstrated ability to clearly communicate complex, large-scale concepts in clear and accessible language

• Experience working in early stage SaaS companies, or with mid-level or enterprise API products.