Product Marketing Manager (Web + App)

Job Description

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