Head of Product Marketing

1 month ago

London, United Kingdom Flo Full time

The Product marketing team at Flo leads strategy for understanding users’ needs and defining the user journey for our members, depending on their life stage.

As Head of Product Marketing, leading the team, you’ll position Flo as the best product to support women with their health and wellbeing needs, becoming the foremost expert on our users, and leveraging user insights to help inform how we communicate with them.

Being a seasoned Product marketer, you will identify how to best market our subscription and products to our community by leveraging strong cross-functional partnerships with Product, Design, MarTech, Analytics, Research and other stakeholders to negotiate, influence and lead marketing campaigns focused on driving both active users as well as paid subscribers.

Your Experience

Must have:

  • Significant (usually 10+ years’) experience in deep D2C product marketing with a focus on managing go to market plans and an emphasis on value-based messaging.
  • Clearly metric driven - proven experience utilising metrics to drive decision-making, with a strong emphasis on data analysis, performance measurement, and achieving tangible outcomes.
  • Significant (usually 5+ years’) experience in leading, developing and inspiring a team of product marketers.
  • Strong understanding of the Product Marketing function’s responsibilities and proven capability in influencing and advocating that value to varying stakeholders (Product, Design, MarTech, Analytics, Research & others.
  • A Product Champion - someone who helps inform the overall marketing strategy with valuable product marketing intelligence. Be the evangelist, internally and externally, for our full solutions set and monitor the performance of solutions to educate key stakeholders.
  • A needs-based persuader - You bring years of experience understanding how to create and tailor messaging to key audiences and persuade them to take important actions for the business. You are comfortable in segmentation, experimentation, and user research to better understand what the needs of our customers are and how to best serve them.
  • A Storyteller - you have deep empathy for users and are able to adapt how you communicate to best reach and engage different audiences. You can bridge quantitative and qualitative insights and build an effective message.
  • Self-motivated, an optimist - someone who thrives in an dynamic environment where there’s freedom to build something new and implement new strategies, processes and collaborations across teams.

Nice to have:

  • Experience working with a subscription business model.
  • Experience working in health tech.
  • Experience in implementing customer segmentation strategies and subscriber management across multiple channels (omnichannel).
  • Familiar with marketing automation/CRM systems, both in what can be done internally, and in utilising external systems, pushing the boundaries of what those systems can do.
  • Experience with marketing platforms, HTML/CSS, Looker, Amplitude, SQL.

What you'll be doing

You'll be responsible for:

  • Go To Market Excellence: Develop and roll out go-to-market plans across all our products, working with Product, Design, CRM, Growth, Press, Brand and others. Define the strategy for successful introduction of products and features.
  • Market Insights & Strategy: Develop a point of view on market trends, customer behaviors, and competitive changes that impact our Products. Drive in-depth market research alongside our User Research team from segmentation to category drivers.
  • Lifecycle Strategy: Formulate the strategy and tactics for product marketing that support messaging in an end-to-end journey. Develop a deep understanding of customer journeys that lead to targeted campaigns and greater customer loyalty.
  • Positioning & Messaging Mastery: Deeply understand our market and customers to compose powerful, differentiated positioning. Craft (and coach others to craft) impactful messaging frameworks that resonate with our target audiences.
  • Partner with the marketing team to develop compelling content and campaigns that reinforce our positioning and messaging
  • Team Development: Lead, mentor, and grow an agile team of (potentially 3) product marketers as the team grows, as well as a Project Manager. Coach and develop across product marketing principles, as well as career progression. Staff a high performing group against evolving priorities.
  • Cross-functional Partnership: Be comfortable and work well with a broad range of people at every level of the business from C Suite to individual contributors.
  • Data-driven & KPI-led Thinking: Identify opportunities to incorporate greater attribution and analysis into GTM strategy. Define the metrics of success for product marketing at Flo .

You'll be targeted to:

  • Create a strategic product marketing plan outlining positioning, messaging, and go-to-market strategies for existing and upcoming Flo products within the first 90 days.
  • Contribute to the development of long-term marketing and product roadmap strategies based on market research, industry trends, and customer insights, presenting recommendations to senior leadership at the conclusion of the probation period.

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