Product Marketing Lead

Job description

The Product Marketing Lead plays a pivotal role in aligning product offerings with the brand’s identity and ensuring they connect meaningfully with our target audiences. You will translate product features into compelling customer value propositions and support go-to-market plans for both online and offline campaigns. Working closely with product owners, design, tech, and sales teams, you will craft marketing strategies and content that drive product understanding, adoption, and customer engagement. This role supports the broader marketing strategy, led by the Head of Marketing & Brand, and contributes to brand growth through insight-led, customer-centric execution.


You’ll Thrive in This Role If

• Live and breathe brand and data — you use insights to shape execution, not just strategy.
• Enjoy translating complexity into clear, compelling stories that resonate with real people.
• Can juggle multiple projects and deadlines without losing sight of detail or impact.
• Are energised by working across different teams and disciplines.
• Are solution-oriented, always asking “what will help the customer understand and engage?”
• Care deeply about the informal market and crafting communication that lands with impact.
• Are as comfortable in a brainstorm as you are reviewing campaign performance metrics.

What You’ll Do

Campaign Execution & Product Marketing

• Understand the full suite of Shop2Shop products and how they connect to customer needs
• Plan and execute campaigns that drive product usage, education, and adoption
• Collaborate with various product stakeholders to understand roadmap items and new releases
• Translate technical product features into customer-facing messaging and creative briefs
• Localise campaigns to different audiences including shopkeepers, agents, and partners
• Support the rollout of both online and offline marketing elements across product and partner campaigns

Partner & Field Activity Support

• Work closely with the Channel Lead: Partner Management to deliver partner-specific product marketing support
• Coordinate KYC drives, general activity campaigns, and targeted product pushes to shopkeepers and agents
• Collaborate with the Sales, Customer Experience, and Operations teams to ensure activities land well in the field

Data & Performance Analysis

• Monitor and report on campaign and product marketing performance
• Use data to evaluate what’s working and iterate on future initiatives
• Share insights with marketing, product, and field teams to drive alignment and improvement

Collaboration & Process

• Work within agile marketing rhythms to test and deliver campaigns quickly
• Collaborate with the Head of Brand & Marketing to align on messaging, tone, and brand integrity
• Help ensure marketing material is up-to-date, relevant, and effective for various product needs
• Maintain shared documentation and feedback loops for campaign learnings and future planning

Core Competencies

• Strategic Execution – Translates marketing and product strategies into effective, practical campaigns that deliver measurable results.
• Customer-Centric Mindset – Understands the needs, behaviours, and preferences of target audiences, especially in the informal market, and tailors messaging accordingly.
• Creative Storytelling – Crafts simple, compelling narratives that bring product benefits to life across different formats and touchpoints.
• Cross-Functional Influence – Navigates and aligns with diverse teams (Product, Tech, Sales, Design) to ensure cohesive execution.
• Insight-Driven Thinking – Draws from market research, product data, and campaign metrics to inform decisions and course corrections.
• Clarity & Precision – Communicates clearly and confidently, ensuring both internal teams and customers understand the “why” behind every product message.
• Executional Rigour – Maintains a high standard of quality while juggling multiple projects, timelines, and deliverables.
• Adaptability – Responds calmly and resourcefully to changing needs, feedback, and priorities.

Experience & Qualifications

• Minimum 5 years of experience in brand management or product marketing (essential)
• Experience working in fintech, telco, or FMCG industries
• Proven track record supporting product development processes (essential)
• Understanding of informal markets and consumer behaviour (desirable)
• Strong presentation and reporting skills
• Grade 12 or equivalent (essential)
• Tertiary qualification in Marketing, Communications, or Business (essential)

Skills

• Strong understanding of marketing and communication processes
• Excellent verbal and written communication skills
• Proficiency in market research and data analysis tools
• Strategic thinker with the ability to execute tactically
• Familiarity with agile ways of working and iterative marketing roll-outs

Growth Mindset

At Shop2Shop, we believe growth is part of the job — not just for the company, but for every individual. In this role, you are expected to:

• Embrace continuous learning and stay curious about your craft
• Seek feedback and reflect on both successes and setbacks
• Set personal development goals and take ownership of your growth
• Support others in their growth journeys through knowledge sharing and collaboration
• Stay open to change and adapt quickly in a fast-paced environment

Other Requirements

• Willingness to travel occasionally to other office locations, customer sites, or partner meetings as needed.
• Eligible for hybrid work, provided a suitable work-from-home setup is in place, including uninterrupted connectivity and a professional environment.

                                               

Posted on 04 Aug 12:28, Closing date 3 Oct