- Company Name
- Propel
- Job Title
- Founding Product Marketing Lead | Climate-Tech App | Remote (France-based)
- Job Description
-
**Job Title**
Founding Product Marketing Lead
**Role Summary**
Lead end‑to‑end product marketing for a climate‑tech consumer app, driving positioning, messaging, and go‑to‑market strategy from early scaling to user retention. Owns the narrative that connects product value with audience needs, collaborates across product and growth teams, and builds data‑driven experimentation for continuous improvement.
**Expectations**
- Shape the company’s product story and value proposition before product‑market fit.
- Define and refine user personas, ICPs, and jobs‑to‑be‑done across the journey.
- Own GTM plans for new features, campaigns, and in‑app initiatives, especially in the US market.
- Run rapid experiments, analyze AARR metrics, and translate findings into product and messaging enhancements.
- Foster a culture of experimentation, data‑informed decision making, and cross‑functional collaboration.
**Key Responsibilities**
- Develop and evolve positioning and messaging frameworks that resonate with targeted audiences.
- Conduct audience research, create ICPs, and continuously iterate them using qualitative and quantitative insights.
- Design and execute US‑specific GTM strategies, including localisation, onboarding, and activation flows.
- Lead launch plans for features, creator campaigns, and in‑app programs; produce activation assets and playbooks.
- Build iterative insight loops, validate hypotheses through fast experiments, and influence roadmap decisions.
- Partner with product, growth, and data teams to monitor AARR metrics, identify drop‑off points, and design retention/activation experiments.
- Produce reporting, playbooks, and reusable frameworks for scaling marketing efforts.
- Maintain a data‑centric, hypothesis‑driven mindset and communicate complex insights in clear, actionable language.
**Required Skills**
- Proven experience launching products for consumer mobile apps (subscription or habit‑building).
- Strong expertise in positioning, messaging, and ICP development for early‑stage, pre‑PMF products.
- Hands‑on GTM execution, including channel experiments, funnel optimisation, and US market localisation.
- Deep knowledge of activation, adoption, retention, and revenue levers; experience designing and measuring experiments.
- Proficiency with analytics dashboards, funnel tools, cohort analysis, and data validation techniques.
- Ability to translate user research into product and communication strategy.
- Excellent written and verbal communication, able to simplify complex value propositions.
- Comfortable working in ambiguous, fast‑moving environments; collaborative, user‑obsessed, hypothesis‑driven mindset.
**Required Education & Certifications**
- Bachelor’s degree in Marketing, Business, Communications, or related field (or equivalent experience).
- Optional but advantageous certifications in product marketing, analytics, or data science.