How to apply?
Send your CV & portfolio at [email protected] with the subject “Product Marketing Manager”. Please mention your current and expected salary in your submission.
Position Overview
As Mahaana's Product Marketing Manager, you will bridge product and market, owning positioning, messaging, and go-to-market strategy for our VPS-first approach. You'll translate complex financial products into compelling stories that resonate with Pakistani professionals while maintaining regulatory compliance and building trust.
Key Responsibilities
- Own and execute the VPS-first positioning strategy with Save+ as bridge product
- Develop product messaging frameworks that simplify complex financial concepts
- Create and maintain competitive positioning (Mahaana vs banks, VPS vs traditional pensions)
- Lead go-to-market planning for new product launches (ETF expansion)
- Build customer personas and refine targeting based on behavioral data
- Develop educational content strategy that builds trust and drives conversion
- Work with regulatory/compliance team on marketing claims and disclosures
- Analyze market trends, customer feedback, and competitive landscape
- Create sales enablement materials for partnership and B2B teams
- Define and track product marketing KPIs and optimize based on performance
Required Skills & Qualifications
- 4-6 years of product marketing experience, preferably in B2C fintech
- Deep understanding of financial products (mutual funds, pension schemes, investment platforms)
- Proven track record of developing successful product positioning and messaging
- Excellent storytelling and content strategy skills
- Strong analytical skills with ability to interpret product and market data
- Experience working with regulatory constraints in financial services
- Project management skills with ability to coordinate cross-functional initiatives
- Excellent written and verbal communication in English and Urdu
Preferred Qualifications
- Previous experience in banking, asset management, or investment platforms
- MBA or relevant advanced degree
- Experience launching products in Pakistan market
- Understanding of Islamic finance principles
- Familiarity with SECP regulations and compliance requirements
Key Performance Indicators (KPIs)
Product Adoption Metrics
- VPS product allocation: 30% of new customers choose VPS as primary product by Q2
- Product mix optimization: Save+ → VPS conversion rate of 25% within 6 months
- Multi-product adoption: 40% of users investing in 2+ products by year-end
- Average investment per VPS customer: PKR 50,000+
Messaging Effectiveness
- Brand awareness (unaided recall): 10% (Q1) → 25% (year-end)
- Message comprehension: 80%+ of target audience understand VPS value prop in testing
- Competitive win rate: Track signups who considered competitors (target 60%+ choose Mahaana)
- Trust indicators: Net Promoter Score (NPS) 45 (Q1) → 60 (year-end)
Content & Campaign Performance
- Campaign effectiveness: Each quarterly campaign delivers target user acquisitions
- Content engagement: Educational content drives 30% of organic signups
- Sales enablement usage: 80%+ of partnership materials actively used by BD team
- Product launch success: ETF launch delivers 2,000+ customers in first quarter
90-Day Success Milestones
- Month 1: Complete competitive analysis, refine positioning framework, create messaging guide
- Month 2: Launch VPS-first campaign, develop 3 product comparison pages, create sales deck
- Month 3: Achieve 20% VPS allocation rate, deliver measurable lift in brand awareness