About the role:
The Product Marketing Manager owns product messaging and brings together the overall go-to-market plan. At this stage, autonomy and the ability to establish effective information exchange between teams are especially important. The role combines positioning work with hands-on launch preparation. Your goal will be to help customers understand who each product is for, which needs it addresses, why they should choose it, and how it solves their problems. You will bring together knowledge of the product, customers, and market to define positioning and messaging and to build go-to-market strategies and launch plans with cross-functional teams. You will work at the intersection of Product, Marketing, UX Research, Analytics, and Design. You will explore product capabilities and customer journeys, translate complex product logic into clear messages, bring demand insights back into the product, and help teams communicate consistently.
What you'll be doing:
- Define target segments, customer jobs, value propositions, and the differentiation of eSIM, virtual numbers, and new features from market alternatives.
- Create and maintain a messaging map by product and audience: what we offer, who it is for, what problem it solves, and why customers should trust us.
- Work with Product Managers to turn new features into clear customer benefits; prepare briefs and content for the website, app, CRM, SEO, advertising, and other channels.
- Align product messaging with the overall brand framework and tone of voice together with Marketing, Design, and UX; when needed, brief external partners to adapt materials for local markets.
- Build a joint go-to-market plan for priority products and launches, covering the audience, offer, key messages, channels, materials, timelines, and evaluation criteria.
- Coordinate launch preparation across Product, Marketing, and Design, ensuring internal readiness and a consistent message across all customer touchpoints.
- Analyse launch results and messaging tests, then recommend improvements to product packaging, the customer journey, and subsequent campaign iterations.
- Combine qualitative research and quantitative behavioural data with search queries, campaign results, and feedback from customer-facing teams.
- Independently explore available product and marketing analytics, identify signs of demand, and bring evidence-based growth opportunities to the Product team.
- Track competitors’ products, offers, and communications; maintain a team-accessible insight base and regularly update positioning recommendations.
What you'll need:
- Senior-level or strong Middle+ experience, with the ability to build product marketing independently while priorities evolve.
- Hands-on product marketing experience for a digital product, including positioning, messaging, and launching a product or major features.
- Required: experience working in an international company and independently managing an international product or project for a non-Russian-speaking audience.
- Understanding of Western markets and the ability to adapt product messaging for different countries and segments.
- Ability to speak with customers and researchers, interpret product and marketing data, test hypotheses, and turn insights into concrete decisions.
- Strong writing and structuring skills: the ability to explain a complex product clearly and prepare precise briefs for delivery teams.
- Experience collaborating with Product Managers, performance and brand marketing, Design, Analytics, and other teams while retaining ownership of the outcome.
- Languages: Russian (Native/Fluent) / English (B2)
Benefits:
A fully remote setup - work from anywhere in the world. An international team that values creativity and initiative. The opportunity to contribute to a global product used by millions of people worldwide. Real influence on how the product is positioned and communicated, with the freedom to launch bold ideas. Growth opportunities - we support experiments and continuous learning. An open communication culture without bureaucracy.
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