Job Description

About STAGE
STAGE is India's premier entertainment platform for regional cultures, currently serving millions of users across Haryanvi, Rajasthani, and Bhojpuri content ecosystems. We are now scaling our next phase of growth and are looking for a Product Marketing Manager who can drive product adoption, user engagement, and retention through data-driven product communication strategies.
Key Responsibilities:
1. Drive feature and product adoption
Plan and execute go-to-market (GTM) and in-app communication strategies to increase awareness and usage of new or underutilized features.
2. Translate user insights into positioning & messaging
Understand user behavior and pain points to craft clear, value-driven messaging for each feature or product experience.
3. Plan and execute cross-channel campaigns
Run CRM, in-app, and creative communication to educate users, highlight benefits, and drive engagement.
4. Measure and analyze adoption performance
Track feature usage, conversion, and retention metrics; identify improvement areas and iterate on messaging or user journeys.
5. Collaborate with cross-functional teams
Work closely with Product, Design, Data, and Lifecycle Marketing teams to ensure consistent communication and seamless product experiences.
Key Expected Outcomes:
Measurable growth in feature and product adoption across the platform.
Timely and effective GTM execution for new launches with cross-team alignment.
Clear and consistent product communication across channels and audiences.
Continuous, data-backed optimization through user feedback and campaign performance.
Enhanced collaboration between Product, Lifecycle, and Design functions for smoother rollouts and improved user experience.
Must-Have Requirements:
4-6 years of experience in Product Marketing, Lifecycle Marketing, or related roles in digital-first/app-based businesses (preferably OTT, consumer tech, or subscription models).
Strong understanding of user behavior and adoption funnels.
Hands-on experience in planning and executing CRM/in-app campaigns.
Analytical mindset -- ability to interpret funnel metrics and act on insights.
Excellent communication and stakeholder management skills
Strong written and verbal communication, with clarity in user-facing messaging.
Ownership mindset -- end-to-end accountability for campaign execution and outcomes.
Understanding of digital platforms and OTT ecosystems.
Should-Have Requirements:
Experience in OTT, entertainment, or consumer-tech products with knowledge of content-driven user behavior.
Working knowledge of CRM tools such as Clevertap, MoEngage, Braze, or WebEngage.
Familiarity with analytics platforms (Amplitude, Mixpanel, GA4).
Exposure to A/B testing and experimentation frameworks.
Comfort with data visualization tools (Appsflyer, Metabase, Looker, Power BI, etc.).
Understanding of lifecycle communication and retention strategies.
Ability to review or create campaign creatives with strong narrative alignment.
Curiosity and storytelling mindset to translate features into user benefits.
Good-to-Have Requirements:
Prior experience in scaling feature adoption or product-led growth initiatives.
Exposure to working in high-growth, data-driven startup environments.
Familiarity with marketing automation and experimentation tools.
A creative eye for content and user experience design
Success Metrics:
Feature Adoption Rate: % of users engaging with new features (7-day/30-day adoption).
Feature Retention Rate: Repeat usage of adopted features.
Campaign Engagement: CTR, CVR, and engagement uplift from CRM/in-app campaigns.
Time-to-Launch Efficiency: Timely execution of GTM campaigns.
User Awareness: Improvement in survey scores or drop in support queries.
Cross-team Delivery Score: Alignment and execution efficiency with partner teams.
Impact on Retention or Watch Hours: Contribution of product marketing to engagement KPIs.

Skills Required