Product Marketing Manager, Afterpay

4 weeks ago

Melbourne, Australia Afterpay Full time

Company Description

It all started with an idea at Block in 2013. Initially built to take the pain out of peer-to-peer payments, Cash App has gone from a simple product with a single purpose to a dynamic ecosystem, developing unique financial products, including Afterpay/Clearpay, to provide a better way to send, spend, invest, borrow and save to our 47 million monthly active customers. We want to redefine the world’s relationship with money to make it more relatable, instantly available, and universally accessible.

Today, Cash App has thousands of employees working globally across office and remote locations, with a culture geared toward innovation, collaboration and impact. We’ve been a distributed team since day one, and many of our roles can be done remotely from the countries where Cash App operates. No matter the location, we tailor our experience to ensure our employees are creative, productive, and happy.

Check out our locations, benefits, and more at cash.app/careers.

**Job Description**:
**_
THE ROLE:_**

This role offers the opportunity to shape the future of Afterpay in ANZ, as you help drive the evolution of the product and launch new products that enhance the customer experience.

You will help lead the development and implementation of product marketing strategies for Afterpay's evolving product offerings. This is a critical role that sits at the intersection of the product and the ANZ consumer, requiring you to build and communicate the value proposition to drive adoption and create a competitive moat between Afterpay and competitors.

You will be responsible for collaborating with product management and as a key business partner, you will make recommendations based on insights on the ANZ consumer, market trends, and competitor landscape. Based on your knowledge of the ANZ business, you will prioritize opportunities and risks, support the development of business cases and feed into the construct of proposed product enhancements.

The largest part of your role is to lead the marketing go-to-market for all consumer product projects, ensuring seamless coordination across various teams. This requires exceptional stakeholder management skills and the ability to manage and implement feedback accordingly.

**_
WHAT YOU WILL DO:_**

**Build the consumer marketing strategy for new and evolving products. This will include d developing the GTM strategy, developing overarching value propositions, developing and testing positioning and messaging**, and clearly differentiating products and features from competitors. **Develop a regional marketing strategy for new products and enhancements, which will include:

- Product positioning, including USPs against local competitors;
- Define consumer articulation of how the Afterpay product ecosystem (or beyond);
- Develop a detailed launch plan which will include: objectives, insights, benefits, target audience, opportunity sizing and messaging.
- Gain endorsement and feedback on the above from Global product leads, marketing leads and relevant local stakeholders.
- Review the detailed Product Requirements specifications documentation and ensure the product that's being developed is suited and tailored for the ANZ customer.
- Collaborate with product managers to deeply understand product changes, how they impact customers, and mitigate risks when launching
- Collaborate with Merchants Product Marketing teams and other relevant internal parties to ensure the product fits in the overarching ANZ merchant consumer flywheel ecosystem.

**Lead the marketing go-to-market for all consumer projects to ensure new/evolving products are launched seamlessly and operational teams are set up to drive product success moving forward ongoing.**
- Lead the go-to-market across markets which may include: CRM, trade, shop, Partner marketing, PR, social, brand, creative, research, compliance/legal, and care.
- Develop a detailed GTM project plan including: Timelines, resourcing/budget, comms plan, detailed messaging framework, change management and internal comms.
- Lead the creation of all customer-facing comms in collaboration with creative resources, channel leads and product managers.
- Review the E2E product customer experience and provide detailed reviews to product teams.
- Work closely with research teams to ensure deep customer understanding, that customer needs are being met and that there is a continuous feedback loop on the product.

**Develop post-implementation plans to drive adoption, measure results against the plan and ensure the product has an ongoing owner within the broader marketing team.**
- Work with analytics teams to report results - this may be done by product but may also require the collaboration of marketing analytics.
- Work with the broader marketing team to define how the product feature will fit into the KPIs and workflows of the existing teams
- Ensure the product constantly grows in the market; and that the product is constantly moving from

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