Company Overview

The organisation recognises that effective product positioning requires a detailed understanding of customer expectations, competitor activity, industry trends, and changing market conditions. Its product and commercial teams rely on research and market intelligence to identify opportunities, strengthen differentiation, and ensure that product development and marketing decisions reflect real customer needs.

The organisation is seeking a Product Marketing Manager specialising in market intelligence and positioning. This role will transform market research, customer insights, and competitive analysis into practical strategies that improve product messaging, support commercial decisions, and strengthen the organisation’s market presence.

Role Summary

The Product Marketing Manager — Market Intelligence & Positioning will lead research and analysis that inform product positioning, audience segmentation, competitive differentiation, and go-to-market planning. The successful candidate will investigate market trends, analyse competitor offerings, evaluate customer feedback, and develop positioning recommendations that help the organisation communicate its products more effectively.

Working remotely from Estonia, the role will collaborate with product management, sales, marketing, and leadership teams to ensure that market insights influence product messaging and commercial priorities. The ideal candidate will combine strong research capabilities with strategic thinking, analytical discipline, and the ability to turn complex information into clear recommendations.

Key Responsibilities

• Develop and maintain a market intelligence framework covering target industries, customer segments, competitive offerings, and relevant market developments.

• Conduct structured competitor research to evaluate product features, value propositions, pricing approaches, positioning, distribution strategies, and customer communication.

• Analyse market trends, customer expectations, purchasing behaviour, and emerging needs that may influence product strategy.

• Develop and refine product positioning statements that communicate the product’s relevance, differentiation, and value to priority audiences.

• Create competitor comparison frameworks, market maps, positioning matrices, and research summaries to support product and commercial decisions.

• Conduct customer interviews, surveys, feedback reviews, and other research activities to understand user priorities and perceptions.

• Collaborate with product management to translate market findings into relevant product messaging, use cases, and launch priorities.

• Work with sales teams to understand competitive objections, common customer questions, and factors influencing purchasing decisions.

• Develop customer personas and audience segmentation models based on relevant research, behavioural patterns, and commercial considerations.

• Evaluate how competitors communicate their product benefits and identify opportunities for clearer or more differentiated messaging.

• Prepare market intelligence reports that summarise findings, explain business implications, and recommend specific actions.

• Monitor relevant changes in industry structure, customer needs, technology, and market expectations.

• Support the development of product launch strategies using research on target audiences, competitive positioning, and potential market demand.

• Provide evidence-based recommendations for product messaging, marketing content, sales enablement, and customer education.

• Collaborate with marketing teams to ensure that campaign messages reflect customer priorities and accurately represent product capabilities.

• Maintain a central repository of market research, competitor information, customer insights, and positioning documentation.

• Establish repeatable research methods and documentation standards to improve consistency and reduce duplicated research efforts.

• Measure the usefulness of market intelligence through stakeholder feedback and the extent to which insights inform marketing and commercial decisions.

• Present research findings to relevant stakeholders, communicating limitations, assumptions, emerging patterns, and recommended next steps.

Requirements and Qualifications

• Bachelor’s degree in Marketing, Business Strategy, Market Research, Economics, Communications, or a related discipline.

• Relevant experience in product marketing, competitive intelligence, market research, strategic marketing, or business analysis.

• Strong understanding of product positioning, customer segmentation, value proposition development, and competitive differentiation.

• Experience conducting market research and synthesising information from customer feedback, industry sources, competitor materials, and internal business data.

• Ability to assess competitor products, identify meaningful differences, and explain their relevance to customer choice.

• Strong analytical and critical-thinking skills, including the ability to distinguish evidence-based conclusions from assumptions.

• Experience developing research reports, positioning documents, customer personas, market comparisons, or strategic recommendations.

• Excellent written communication skills and the ability to present complex findings in a concise, structured manner.

• Familiarity with research tools, CRM systems, spreadsheets, presentation software, and relevant analytics platforms.

• Understanding of go-to-market planning and the relationship between market intelligence, product development, sales, and marketing.

• Ability to manage multiple research assignments and deliver findings within agreed timelines.

• Strong stakeholder management skills and confidence presenting recommendations to cross-functional teams.

• Professional English proficiency; additional language skills are beneficial for research across European markets.

• Ability to work independently in a remote environment and maintain clear documentation of research methods and sources.

Benefits

• Remote working opportunity within Estonia.

• Opportunity to influence product positioning and market-facing strategy through evidence-based research.

• Exposure to competitive intelligence, customer research, product strategy, and commercial planning.

• Professional development in market analysis, positioning, go-to-market strategy, and customer insight.

• Collaboration with product, sales, marketing, and business leadership teams.

• A professional environment that values research quality, strategic thinking, commercial relevance, and continuous improvement.

Application Instructions

Candidates should submit an up-to-date CV outlining their experience in product marketing, market research, competitive analysis, or strategic positioning. Applications should highlight examples of market intelligence reports, competitor assessments, customer research, or positioning initiatives that informed business decisions. Candidates may include examples of non-confidential work or a portfolio demonstrating their research and communication abilities. Applicants should demonstrate analytical rigour, clear writing, and the ability to translate market evidence into practical product marketing recommendations while working remotely.

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