Product Marketing Manager

This is a fully remote position, open to applicants in Colombia.

📋 Description

• Take charge of the go-to-market (GTM) strategy for Addi’s consumer lending offerings, converting product attributes into engaging customer narratives that enhance adoption, engagement, and market leadership, while acting as a vital link between Product, Marketing, and Sales to ensure smooth product launches and continuous growth within the Colombian market.

• Establish product taxonomy, naming conventions, and positioning frameworks. Create a comprehensive taxonomy for Addi's consumer product portfolio (consumer credit lines like Cupo / Intro / Grande; CF; Marketplace programs). Set naming standards, category hierarchy, and positioning frameworks for each product.

• Codify and implement a cross-BU launch playbook. Utilize a unified playbook for all launches (credit policies, programs, product features, CF expansion) to minimize time-to-launch and maintain consistent messaging across our product portfolio.

• Co-own the CF launch narrative. Manage the consumer-facing positioning and messaging for CF, while the Bank Growth Manager oversees launch sequencing and outcomes; the PMM collaborates on the narrative and post-launch retention messaging.

• Oversee the web messaging and positioning layer. Manage the messaging and positioning layer of Addi's website to ensure that pages align with each BU's positioning and maintain coherence with the brand and product story across Marketplace, BNPL, and CF. Production and ongoing updates are routed through Studio and Mkt Ops, while full web ownership is designated as a separate role.

• Define and implement the cross-sell narrative. Develop a clear, tested story for how Addi customers transition between BNPL, CF, and Marketplace, with each BU having a playbook for cross-sell messaging into and out of their product.

⛳️ Requirements

• Demonstrated experience in product marketing with a proven history of successfully launching and scaling new products or features.

• Over 5 years of experience in product marketing, including 2-3 years within a high-growth B2C fintech environment, with a solid grasp of the consumer financial services landscape and competitive dynamics.

• A proven record of creating and executing effective GTM strategies for significant product launches, from conception to post-launch optimization.

• Ability to develop product positioning and messaging frameworks informed by market research (e.g., JTBD, persona development, market segmentation).

• Practical experience with both qualitative and quantitative research methods (e.g., customer interviews, surveys, A/B testing, data analysis) to inform decision-making.

• Demonstrated success in architecting a scalable Go-to-Market (GTM) machine to achieve success.

• Hands-on experience in creating essential tools, training, and collateral that empower customer-facing teams (Business GMs and front-line consumer teams) to excel.

• You have taken charge of launch and GM enablement, ensuring that front-line teams have the messaging, competitive intelligence, and materials necessary to succeed in the market daily.

• You are the unquestioned owner of the launch playbook, thriving at the center of operations and expertly aligning Product, Sales, Marketing, and regional GMs into one cohesive team.

• Exceptional skills in transforming complex product features into a unified, compelling story.

• Proven ability to develop comprehensive messaging frameworks that resonate with customers, instilling a sense of understanding, desire, and action, thereby giving Addi a sustainable competitive edge.

• Experience in establishing and implementing a customer insights engine.

• Ability to create and operationalize a continuous system for collecting, synthesizing, and acting on customer insights, utilizing methodologies such as Jobs-to-be-Done (JTBD), persona development, and market segmentation that systematically provide actionable intelligence to Addi's product and marketing strategy.

• A deep curiosity about customer motivations that drives you beyond surface-level insights. You know that the most impactful insights are not solely found in spreadsheets; hence, you delve deeper using methodologies to uncover the real drivers behind customer behavior.

• Strong quantitative rigor and a data-driven mindset.

• For you, data serves as the ultimate truth. You are comfortable navigating marketing and product metrics, analyzing everything from conversion funnels and activation rates to customer segmentation and A/B test results.

• You not only report data but also interrogate it to reveal the stories and opportunities it conceals. You leverage data to build robust business cases, optimize campaigns in real-time, and ensure that every strategic decision is based on solid evidence rather than assumptions.

• Experience in web messaging and content strategy.

• Practical experience managing website messaging, content, and updates for a multi-product company. You have influenced how a brand presents itself across product lines while ensuring messaging consistency with broader marketing and brand strategies.

• You view the website as a marketing platform rather than a static product page. You know how to reorganize web content to support cross-sell narratives, product launches, and the overarching strategic narrative of the company.

• AI-augmented PMM mindset.

• You integrate AI into your operations rather than treating it as an optional enhancement. You have a clear perspective on what AI can accelerate today (research synthesis, content drafting, audience analysis, campaign variations), what it will handle in the next year (agentic launch sequencing, dynamic content), and what still requires human judgment (positioning decisions, stakeholder management, strategic narrative).

• You implement an explicit augmentation plan: tools you manage, agents you coordinate, and tasks you defer to automation.

🏝️ Benefits

• Competitive compensation and meaningful ownership.

• Contribute to a cause that truly matters.

• Be part of something significant from the outset.

• Exceptional growth opportunities.

• Join a world-class team.