DMI Finance - Product Marketing Manager - Direct Platform

Job Purpose:
We are seeking a Product Marketing Manager for our D2C Platform Team. The D2C platform team at DMI Finance is working on customer facing platforms of DMI Finance, across mobile, web, WhatsApp and other emerging channels. The team works cross functionally with all major teams in the organisation to deliver on the promise of great customer experience across the lifecycle- onboarding, servicing, engagement and monetisation.
As a product marketing manager, you'll play a crucial role in solving problems for our customers to deliver value for them and help build a sustainable business for DMI Finance.
This role will cover the overall vision and execution of the brand and product awareness, engagement, purchase and retention for existing and potential users of the DMI Finance products across the lifecycle. This would focus on products in the D2C initiative, such as DMI mobile app, website, Whatsapp and Zest platforms.
Principal Accountabilities:
Product Marketing Strategy & Planning:
1) Develop and execute product marketing strategies aligned with business objectives, focusing on product adoption, user engagement, and lifecycle growth.
2) Translate product features into clear consumer-first narratives and value propositions.
3) Collaborate with product, growth, and creative teams to define positioning and user journeys.
Product Positioning and communication:
1) Craft compelling product positioning, messaging, and communication frameworks for different customer segments.
2) Build cohesive narratives that highlight key product benefits, differentiators, and use cases.
3) Ensure consistency in messaging across all marketing channels and touchpoints.
Go-to-Market Strategy and Execution:

1) Optimize end-to-end customer journeys from acquisition to engagement and retention.
2) Identify key drop-off points and implement product-led interventions to improve conversion.
3) Support lifecycle marketing initiatives including onboarding, engagement, and reactivation.
Customer Lifecycle & Experience:
1) Optimize end-to-end customer journeys from acquisition to engagement and retention.
2) Identify key drop-off points and implement product-led interventions to improve conversion.
3) Support lifecycle marketing initiatives including onboarding, engagement, and reactivation. Content Development and Collateral Creation.
4) Development of high-quality marketing content and copies to effectively showcase the value proposition of all the products.
5) Ensure that all marketing content and copies are tailored to specific target audiences and reflect the brand's messaging and positioning.
Martech Integration & Product Analytics:
1) Work on the integration and utilization of marketing and analytics tools such as WebEngage, Google Tag Manager, AppsFlyer, and Firebase to track product usage and user behaviour.
2) Ensure accurate tracking of events, funnels, and user journeys across platforms.
3) Partner with tech and analytics teams to enable data-driven decision-making.
Cross-functional Collaboration:
1) Collaborate closely with product, engineering, growth, and design teams to align on priorities and execution.
2) Act as a bridge between product and marketing, ensuring seamless communication and delivery of initiatives.
a) Qualifications:

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Minimum Qualification required: BTech
Qualifications preferred: MBA
b) Work Experience:
1. 3-4 years of experience in Product Marketing, with a strong focus on product positioning, messaging, and go-to-market execution.
2. Experience in launching and scaling consumer-facing products in India, with exposure to high user-volume products (preferably 1M+ users).
3. Prior experience in financial services (Fintech, NBFC, Banking) or B2C businesses is mandatory.
4. Proven experience in driving product adoption, engagement, and lifecycle growth across web and app platforms.
5. Hands-on experience in A/B testing and funnel optimization across desktop, mobile web, and app journeys.
c) Skills & Proficiencies:
1) Excellent communication and collaboration skills.
2) Working knowledge of customer journey mapping, lifecycle marketing, and user behaviour analysis.
3) Familiarity with martech and analytics tools such as WebEngage, Google Tag Manager, AppsFlyer, and Firebase.
4) Strong collaboration skills with Product, Design, Growth, and Engineering teams.
5) Good understanding of cross-functional domains like Product, Design, Growth & Brand Marketing.
6) Creative problem-solving mindset with a focus on user-centric thinking and innovation.
7) A fervent desire to influence the personal finance landscape.
8) Good understanding of excel, SQL is a must to succeed in this role