Company Overview

The organisation focuses on helping customers discover, understand, and adopt products that address their needs. Its growth and product teams work together to improve the customer journey, communicate product value, identify barriers to conversion, and develop marketing initiatives that support sustainable customer acquisition.

The organisation is seeking a Product Marketing Manager with a strong focus on customer acquisition and growth. This role will help connect product positioning with campaign execution, ensuring that marketing messages attract relevant audiences and guide prospective customers toward meaningful engagement with the product.

Role Summary

The Product Marketing Manager — Customer Acquisition & Growth will develop messaging, positioning, and go-to-market initiatives that support customer acquisition and product adoption. The role will combine customer research, campaign planning, conversion analysis, and cross-functional coordination to improve how the organisation communicates its products to prospective customers.

Working remotely from Estonia, the successful candidate will collaborate with growth marketing, product management, sales, and analytics teams to identify target segments, develop compelling campaign messages, and assess which approaches generate the strongest results. The ideal candidate will understand the relationship between product value, customer motivation, marketing performance, and conversion behaviour.

Key Responsibilities

• Develop product marketing plans designed to increase awareness, attract qualified prospects, and support customer acquisition objectives.

• Identify and prioritise target customer segments using market research, customer behaviour, business priorities, and available performance data.

• Develop customer-focused messaging that explains product benefits, addresses common objections, and differentiates the product from competing alternatives.

• Work with growth marketing teams to align product messaging with paid campaigns, organic marketing, email communications, website content, and other acquisition channels.

• Conduct customer and competitor research to understand purchase motivations, customer expectations, market gaps, and barriers to conversion.

• Support the development of landing page messaging, campaign briefs, product descriptions, email sequences, and other acquisition-focused content.

• Partner with product management to identify features, use cases, and customer benefits that can strengthen acquisition campaigns.

• Coordinate product-led growth initiatives that help prospective customers understand product value during evaluation, registration, trial, or onboarding stages, where applicable.

• Develop campaign messaging variations and support structured testing of headlines, value propositions, calls to action, and audience-specific positioning.

• Work with analytics specialists to monitor campaign performance, lead quality, conversion rates, customer acquisition trends, and product engagement.

• Evaluate customer feedback and acquisition data to identify gaps between marketing promises, customer expectations, and the actual product experience.

• Develop customer personas, messaging guides, and audience-specific value propositions to improve campaign relevance.

• Collaborate with sales and customer success teams to understand common prospect questions and incorporate relevant insights into marketing materials.

• Support launch plans for new products, product improvements, and new customer use cases that may expand the addressable market.

• Monitor competitor campaigns, product messaging, pricing communication, and market positioning to identify opportunities for differentiation.

• Prepare performance reports summarising campaign insights, customer responses, conversion patterns, and recommended improvements.

• Maintain consistent product messaging across marketing channels and ensure that claims accurately reflect product capabilities.

• Coordinate marketing deliverables, review cycles, and launch schedules to ensure timely execution across teams.

Requirements and Qualifications

• Bachelor’s degree in Marketing, Business, Communications, Economics, or a related field.

• Experience in product marketing, growth marketing, digital marketing, demand generation, or customer acquisition.

• Understanding of customer segmentation, positioning, value propositions, and go-to-market planning.

• Experience developing campaign messaging, marketing briefs, landing page content, or product-focused communications.

• Ability to use customer research and performance data to improve marketing decisions.

• Familiarity with digital acquisition channels, conversion funnels, campaign analytics, and customer journey optimisation.

• Experience working with tools such as Google Analytics, CRM platforms, marketing automation systems, or business intelligence dashboards is beneficial.

• Strong analytical skills and the ability to interpret campaign results and recommend practical improvements.

• Excellent written communication skills and the ability to adapt messaging to different customer segments.

• Understanding of product adoption, customer onboarding, and the relationship between acquisition and long-term retention.

• Strong organisational skills and the ability to coordinate multiple campaigns and launch activities.

• Ability to collaborate with product, sales, design, analytics, and marketing teams.

• Professional English proficiency, with additional languages beneficial for international customer segments.

• Ability to work independently, manage deadlines, and communicate effectively in a remote environment.

Benefits

• Remote working arrangement within Estonia.

• Opportunity to contribute to customer acquisition and product growth initiatives.

• Exposure to product positioning, growth experimentation, digital campaigns, and customer journey optimisation.

• Professional development in product marketing, customer research, campaign strategy, and marketing analytics.

• Collaboration with product, growth, sales, and analytics specialists.

• An environment that encourages experimentation, customer understanding, measurable performance, and continuous learning.

Application Instructions

Interested candidates should submit an up-to-date CV outlining their experience in product marketing, growth campaigns, customer acquisition, or digital marketing. Applications should highlight examples of developing product messaging, improving campaign relevance, supporting product launches, or using customer insights to improve conversion. Candidates should mention relevant analytics and marketing tools and explain how they evaluate campaign effectiveness. Applications should demonstrate commercial awareness, strong communication, and the ability to work across multiple teams in a remote setting.

Are you interested in this position?

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