About One Impression:
One Impression is one of the world's largest influencer marketing platforms, working with 300+ global brands like Unilever, Nestle, and Amazon to connect with a diverse creator network. Our platform is built to empower brands and creators to collaborate seamlessly and scale their reach. Intending to capture a significant share of global media ad spend, One Impression is quickly becoming the industry's go-to influencer marketing platform.
Role overview:
As the Product Marketing Manager, you will drive the strategy and execution for positioning, messaging, and GTM. You will develop compelling product narratives, lead inbound marketing efforts, and engage target audiences through content and campaigns. Your role will focus on increasing product awareness, driving adoption, and generating qualified leads through optimized inbound marketing.
Key Responsibilities:
Product Positioning and Messaging
- Develop a clear and compelling product narrative that communicates the value of OI Advance to brands and agencies.
- Define key messaging pillars based on customer needs, competitive insights, and market trends.
- Create product-centric content (e.g., feature briefs, FAQs, use cases) that supports sales enablement and educates target audiences.
Go-to-Market Strategy and Campaigns
- Lead go-to-market (GTM) planning and execution for new product features or major updates, ensuring alignment across teams.
- Design and implement campaigns that drive product adoption, user engagement, and customer retention.
- Collaborate with product, sales, and support teams to develop marketing assets and ensure consistent messaging across channels.
Inbound Marketing and Lead Generation
- Develop and execute inbound marketing strategies to drive organic traffic and lead generation.
- Lead SEO initiatives, conducting keyword and competitor analysis to optimize content and improve product visibility.
- Manage lead capture, nurturing workflows, and conversion optimization for inbound leads, ensuring that website visitors have a clear path to subscribing.
Content Development and Distribution
- Plan and create product-focused content such as blogs, case studies, white papers, and webinars, catering to brands and agencies.
- Coordinate with cross-functional teams to gather insights and create content that aligns with product goals and user needs.
- Distribute content across relevant channels, tracking engagement metrics to optimize future content strategies
Market and Competitor Analysis
- Conduct ongoing market research to identify trends, customer pain points, and competitive positioning.
- Use insights to refine product messaging, identify growth opportunities, and guide content and campaign strategies.
- Analyze competitor offerings to maintain a competitive edge and communicate differentiators effectively.
Cross-Functional Collaboration
- Act as the product's voice within the organization, ensuring alignment with marketing, sales, and product teams.
- Partner with sales to equip them with product messaging, enablement materials, and strategies to effectively engage potential customers.
- Collaborate with customer support to gather feedback and address common questions through product materials.
Required Skills and Experience:
- 2-4 years in product marketing or inbound marketing for B2B SaaS, ideally with experience driving lead generation for technology products.
- Proficiency in SEO tools (SEMrush, Google Analytics), CRM systems (HubSpot), and marketing automation tools.
- Familiarity with product-focused marketing tools or AI-based automation tools for efficient campaign management.
- Strong understanding of the influencer marketing landscape, with an ability to communicate product value effectively to brands and agencies.
- Proven experience in creating and executing GTM strategies, with a focus on lead generation and audience engagement.
- Ability to develop a range of product-centric content (blogs, case studies, product briefs) that supports both inbound and product marketing objectives.
- SEO and content strategy skills to increase organic traffic and improve product visibility in search.
- Strong data analysis skills for evaluating marketing performance and making data-driven optimizations.
- Experience tracking KPIs, lead conversion metrics, and SEO analytics to continually improve campaign effectiveness.
Key Metrics and Goals:
Primary Goal: Drive product awareness, adoption, and lead generation through effective positioning, content, and inbound marketing.
KPIs:
- Growth in organic leads generated through product-focused content and inbound channels.
- Increased website traffic and improved SEO ranking for target keywords.
- Engagement rates on product marketing materials and conversion rates on lead generation forms.
- Successful GTM execution for new features and product updates, measured by user adoption and engagement.
