Product Marketing Manager B2C

About the role

The Product Marketing Manager B2C will own the engagement engine behind Alan Play, the company’s flagship health‑and‑wellness platform. You will drive daily usage, activation, and retention for hundreds of thousands of members across multiple countries, turning the product into a key differentiator for both B2C members and B2B corporate clients.

Key responsibilities

• Design and implement a green‑field lifecycle covering onboarding, activation, reminders, re‑activation and win‑back for diverse member and admin segments.
• Build and optimise campaign machinery that reduces cost each quarter and delivers measurable incremental engagement.
• Establish a trusted measurement loop with hold‑outs and real incrementality to evaluate campaign impact.
• Maintain a live sales pitch that updates automatically as new Play features are released.
• Transform HR administrators into a measurable distribution channel rather than a simple mailing list.
• Collaborate closely with Product, Sales, Key Account Managers, Customer Success, and other product teams across several countries.

Required profile

• Experience managing product marketing for B2C and B2B2C digital products.
• Comfort working in a horizontal role that spans multiple market segments and geographies.
• Strong coordination skills with cross‑functional teams including product, sales and customer success.
• Ability to translate fast‑moving product releases into up‑to‑date sales and marketing assets.

Required skills