Job Description

Key Responsibilities1. Drive Feature & Product Adoption- Plan and execute go-to-market (GTM) and in-app communication strategies to increase awareness and usage of new or underutilized product features.2. Convert User Insights into Messaging- Analyze user behavior and pain points to craft clear, value-led positioning and messaging for features and product experiences.3. Plan & Execute Cross-Channel Campaigns- Run CRM, in-app, and creative communication campaigns to educate users, highlight feature benefits, and improve engagement.4. Measure & Optimize Performance- Track feature usage, conversion, and retention metrics to identify gaps and refine messaging, funnels, or user journeys.5. Collaborate with Cross-Functional Teams- Work closely with Product, Data, Design, and Lifecycle Marketing teams to ensure consistent communication and seamless product experience delivery.Key Expected Outcomes- Demonstrable growth in feature and overall product adoption across the platform.- Smooth and timely GTM execution for new feature launches.- Clear, consistent product communication across all channels and user segments.- Data-backed continuous improvement informed by user feedback and performance insights.- Strong collaboration and alignment between Product, Lifecycle, and Design teams, ensuring efficient rollouts and improved user experience.Must-Have Requirements- 4-6 years of experience in Product Marketing, Lifecycle Marketing, or similar roles in digital-first/app-led businesses (OTT, consumer tech, or subscription-based models preferred).- Strong understanding of user behavior, adoption funnels, and product usage patterns.- Hands-on experience executing CRM and in-app communication campaigns.- Analytical mindset with the ability to interpret funnel metrics and convert insights into action.- Excellent communication and stakeholder management skills.- Strong written and verbal communication, with clarity in user-facing messaging.- Ownership mindset with end-to-end accountability for campaign planning and execution.- Understanding of digital platforms and OTT ecosystem (ref:updazz.com)

Skills Required