Product Marketing Specialist

Location: Lagos
Employment Type: Full-time
Department: Business Development
Reports To: Director

Job Summary

• The role bridges the gap between Product, Sales, Customer Success, and Marketing by translating product features into compelling customer value propositions and delivering impactful marketing campaigns.
• The Product Marketing Specialist is responsible for developing and executing go-to-market strategies that drive product awareness, customer acquisition, engagement, and revenue growth.

Key Responsibilities
Product Marketing Strategy:

• Identify target customer segments and buyer personas.
• Develop and execute product marketing plans aligned with business objectives.
• Define product positioning, messaging, and unique value propositions.
• Conduct market research to understand customer needs, industry trends, and competitors.

Go-to-Market (GTM):

• Develop GTM strategies for new features, services, and product updates.
• Coordinate cross-functional teams to ensure successful product launches.
• Create launch timelines and monitor execution.
• Lead product launch and re-launch initiatives.

Content Development:

• Produce compelling marketing materials including:
  • White papers.
  • Product videos
  • Product one-pagers
  • Landing pages
  • Email campaigns
  • Sales decks
  • Website copy
  • Product brochures
  • Case studies

Digital Marketing:

• Monitor campaign KPIs and ROI.
• Collaborate with the digital marketing team to optimize campaign performance.
• Execute digital campaigns across:
  • Instagram
  • Facebook
  • X (Twitter)
  • Google Ads
  • LinkedIn
  • Email Marketing

Sales Enablement:

• Support proposal development and client presentations.
• Create FAQs and objection-handling guides.
• Develop sales enablement materials.
• Train sales teams on product positioning and competitive advantages.

Customer Insights:

• Recommend improvements based on market insights.
• Analyze customer behavior and product adoption.
• Collect customer feedback through surveys and interviews.

Performance Analysis:

• Measure product adoption and customer engagement.
• Recommend optimization strategies based on analytics.
• Prepare monthly marketing performance reports.
• Track marketing campaign performance.

Key Performance Indicators (KPIs)

• Customer retention rate
• Website traffic
• Email open and click-through rates
• Return on Marketing Investment (ROMI).
• Product adoption rate
• Campaign ROI
• Customer acquisition growth
• Landing page conversion rate
• Sales Qualified Leads (SQLs)
• Product launch success rate
• Customer engagement
• Marketing Qualified Leads (MQLs)
• Cost per Acquisition (CPA)
• Product revenue growth
• Lead-to-customer conversion rate

Qualifications

• Bachelor's degree in Marketing, Business Administration, Communications, or a related discipline.
• Professional certifications in Digital Marketing or Product Marketing are an added advantage.
• 3–5 years of experience in Product Marketing, Brand Marketing, or Digital Marketing.
• Experience marketing technology, SaaS, fintech, or digital products is preferred.
• Proven experience managing successful product launches.

Technical Skills:

• SEO & SEM
• Google Analytics (GA4)
• Power BI or Tableau (advantage)
• Basic HTML/CMS knowledge (advantage).
• Market Research
• Microsoft Office Suite
• Canva
• Marketing Automation Tools
• Competitive Analysis
• CRM platforms (HubSpot, Salesforce, Zoho, etc.)
• Product Marketing
• Go-to-Market Strategy
• Email Marketing
• Product Positioning
• Digital Marketing
• Figma (preferred)

Success Measures
The Product Marketing Specialist will be considered successful by:

• Delivering successful product launches on schedule.
• Producing measurable improvements in campaign performance and marketing ROI.
• Increasing product awareness and market penetration.
• Improving product adoption and customer engagement.
• Equipping the sales team with high-quality sales enablement materials.
• Supporting revenue growth through effective marketing initiatives.
• Driving qualified leads and customer acquisition.