Senior Manager Product Marketing- Lifecycle

Every day, millions of people from over 190 countries trust us to handle their precious creative ideas.

Since making our name with quick & simple file-sharing, WeTransfer has evolved to help creators organize, share, and get feedback on their work – from inception right up to delivery. We showcase the best brands to more than 80 million users per month, and our editorial platform WePresent has championed unexpected stories of creativity from around the globe and features collaborations from world-famous artists, too. 

Sounds like fun, right? Allow us to sweeten the deal: as a certified B Corporation, we do all of this while using business as a force for good, balancing people, the planet, and profit along the way.

In March 2020, WeTransfer was designated as a Certified B Corporation, confirming its ambition to strengthen its values-driven approach to responsible technology and business. As a certified B Corporation™, WeTransfer supports issues such as climate change by maintaining a climate-neutral status and aiming to reduce its carbon footprint by 30% by 2025. The company is also focused on promoting diversity and inclusion and championing employee mental health.

With one foot in marketing and one foot in product, and reporting to the Senior Product Marketing Director, this role will work closely with product and marketing teams to build an overarching retention and lifecycle product marketing strategy aimed at ensuring that WeTransfer users are optimally onboarded, see the value and adopt the products and features that they need, and create an engagement strategy that drives utilization of features and the retention of WeTransfer users.

About The Role

We’re looking for an experienced Senior Product Marketing Manager who can deliver both a long term strategic vision for retention and lifecycle engagement along with short-term tactical retention activities. The ideal candidate knows how to balance the needs of the business with the wants of our customer, and has experience finding creative solutions that deliver on both.

As Senior Product Marketing Manager - Lifecycle and Retention, you will be responsible for delivering some of the company's most critical work. You’ll represent the voice of the user by mining insights from our customer insights and internal user research team. You’ll collaborate with the product managers and directors to translate those insights into lifecycle and retention strategies that deliver long-term and loyal customers. In the day-to-day, you’ll lead the execution of the strategy and work collaboratively with colleagues in marketing, product, user research and our data teams to evolve and execute the strategy through product marketing waves that include any retention focussed feature launches, always-on marketing across owned and partner channels (including WeTransfer.com, email, wallpapers, social, etc.), lifecycle marketing, and other initiatives that will drive retention.

What you will be doing:

• Develop and socialise a product marketing retention and lifecycle strategy and roadmap. You’ll review and adapt the strategy on an ongoing basis, incorporating results and learning.

• Focussing on key customer segments like photographers and videographers, be the voice of the WeTransfer user within the company. You’ll leverage your understanding of different user needs and pain points and work with the Product Management team to influence the product roadmap and ensure we are building the right product for the audience.

• Create the messaging for  target audiences, and personalize user journeys. Identify and advocate for high-retention audiences and other opportunities for retention growth. 

• Manage the strategy, planning, and execution of products and features that drive retention, working closely with marketing channel leads, product leadership, and WeTransfer’s internal creative studio to successfully position and launch retention focussed campaigns. 

• Partner with customer insights, product insights, user research and the product teams to  identify opportunities and then work with channel leads to execute strategies for always-on retention programs.

• Work closely with marketing channel leads (email, social, growth marketing, performance marketing, brand marketing, analytics) to ensure consistent product messaging across each user touchpoint.

• Partner with peer Sr Product Marketing Manager to take products from their launch phase and bring them into the lifecycle program.

What you bring to the table:

• 7+ years relevant product lifecycle experience ideally focused on subscription products

• Experience of creating a lifecycle strategy for 1 or more products

• History of leading successful lifecycle programs that drive retention

• Comfortable putting together a short, medium and long-term lifecycle roadmap

• Experience of working with finance teams to develop business cases that define targets and ROI

• Experience of managing and delivering lifecycle campaigns in multiple markets

• Expert in subscription lifecycle and the role product messaging can play throughout

• Experience using data to inform and prioritize strategic decisions 

• Experience briefing in and giving feedback to creative teams

• Experience of influencing the development of user journeys based on user segmentation

About You:

• You manage to balance the strategic with the tactical, and understand how to implement a longer term strategic vision, by defining the short and mid-term actionable steps to get there.

• You bring a culture of data and insights to your decision making.

• You thrive on collaboration and can build effective workflows and establish alignment between a large number of stakeholders and projects.

• A deep understanding of marketing & sales funnels, growth levers, and a spirit of experimentation.

• Comfortable at operating at any level, you’ll be used to presenting to CEO’s and senior leadership teams to gain backing for your work

Soft skills:

• A natural collaborator; comfortable being the connector for product, marketing, and creative teams 

• Able to get people excited, facilitate consensus and motivate towards a common goal

• Comfort in a fast-paced, experimental environment

• Can balance the strategic needs of the role with the more actionable tactical and implementation needs of the role

• Superb stakeholder management skills; ability to clearly summarize strategies and prioritize feedback

• Clear and concise written and verbal communicator

• Solution-oriented approach to problem solving 

• Proactively jumps in and takes ownership

• Flexible and adaptable to change

• Fluent in English is a must.

Based on the successful candidates skills and experience for the role of “Senior Manager- Product Marketing” we have assessed that in New York this role would expect to pay a base salary of $175,000 - $190,000.  In the event that the successful candidate for this position is based outside New York the base salary would be adjusted based on relevant state, or country of residence and relevant market data