Product Marketing

Job Descriptions:

Product Messaging

  • Represent the voice of customers through research to define buyer persona and articulate pain points, purchase drivers, & consider alternatives
  • Being an evangelist of Kanggo product by developing and constantly refining the positioning, value propositions, and product messaging that differentiate well and persuade action
  • Own the creation of product marketing assets and ensure consistency of messaging across medium (website, landing pages, case studies, product video, blog, collaterals, pitch deck, etc)
  • Identify champions among existing customers and own the development of case studies & testimonies to strengthen social proofs
  • Continuously testing and iterate messaging on the website to ensure content is well resonating with the target audience and drive conversions
  • Identify technical content requirements to address specific inquiries in each stage of the buyer’s journey
  • Collaborate with the product team to craft an enticing demo tour to showcase and let users to experience our product value seamlessly


  • Wear multiple hats of marketing channels and collaborate with marketing and broader GTM teams to lead and ensure successful launches & adoption of new products & features
  • Support the lead generation & customer acquisition process by creating a seamless conversion journey from traffic to qualified sales opportunities
  • Define use case map and collaborate with demand generation team to strategize performance campaigns based on audience segments and behaviors related to product use cases
  • Own the campaigns within customer marketing channels (landing pages, release notes, email, in-app) that support expansion through the adoption of new offerings

Market Research & Measurement

  • Work cross-functionally with research, product, and commercial teams to influence pricing strategy and product roadmaps based on market demand, competitor intelligence, and customer feedback
  • Measure product marketing performance through key metrics such as conversion rate & expansion
  • Set up measurement dashboard for key business metrics and their leading indicators and provide reports on a regular basis


  • Years of experience in product marketing with leading tech companies/B2B provider is preferred
  • Demonstrated experience in researching for buyer’s persona, articulating pain points, and crafting positioning, differentiated value proposition, & messaging hierarchy
  • Experienced in website content development & web prototyping (or design) with strong familiarity with tools like Figma, InVision, or Miro
  • Genuinely excited by software products and can talk very comfortably about how they work
  • Prior experience in crafting messaging targeted to Business Owners is a plus
  • Demonstrated experience of owning go-to-market strategy and execution for product launch and adoption targeted to both new or existing users with proven business results
  • Demonstrated experience in operating tools for marketing campaigns & automations (MoEngage, Intercom, Mailchimp, or similar tech)
  • Strong analytical skills with high familiarity with analytics tools (Google Analytics, Data Studio, Tableau, Hotjar, etc)
  • Demonstrated experience in project management with cross-functional settings
  • Experience in shaping and leading market (or user) research to uncover pain points, market demand, and opportunities, value matrix, willingness to pay, & competitive positioning is highly favorable

What’ll Make You Stand Out:

  • Experience in leading user research to inform GTM, product, marketing, and commercial strategies
  • Proven experience in developing highly converting websites
  • Experience launching a new product line or major business initiative from the ground up
  • Experience working in high-growth, start-up environments
  • Solid experience in B2B based tech companies
  • Interest in back-office technologies to empower businesses

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