Senior Product Marketing Manager

3 weeks ago

New Delhi, India DMI Finance Private Limited Full time

About the Company and Vision

Founded in 2008 by Shivashish Chatterjee and Yuvraja C. Singh, and supported by a deeply experienced team, DMI has grown into a pan-India credit platform with core businesses in corporate lending, housing finance, digital consumer and MSME finance and asset management.

DMI is supported by global institutional investors, strategic family offices and leading banks and public market creditors in India.

Our vision is to be the leading long-term credit business in new India – using technology, innovation, and strategic partnerships to democratise access to credit.


Job Purpose:


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.


Key Accountabilities:


Strategy Development and Planning:

  • Develop comprehensive product marketing strategies aligned with the company's overall business objectives, ensuring a strong focus on market positioning, differentiation, and revenue growth.
  • With a strong Consumer backward thinking approach, think of building consumer first narratives and create creative growth hacks to increase user growth and engagement across all channels and marketing initiatives of different products of DMI Finance.
  • Closely collaborate with the product owners, growth & creative team to craft the right product positioning strategy.


Product Positioning and communication

  • Craft compelling narrative, product messaging and positioning that effectively communicates the value proposition of DMI Finance products stitched under one umbrella to target customers, highlighting key differentiators and competitive advantages.
  • Lead the development of a cohesive and impactful brand narrative that resonates with the target audience and aligns with the company's overall brand strategy and messaging


Go-to-Market Strategy and Execution:

  • Work closely with cross-functional teams, including product development, growth and marketing, to develop and execute successful go-to-market plans for new product launches and existing product updates.
  • Collaborate with the marketing team to create and implement integrated marketing campaigns, ensuring consistent messaging across various channels and touchpoints.


Validation and Customer Research

  • Conduct thorough customer and market research, competitor analysis, and customer insights to identify emerging trends, market opportunities, and customer needs.
  • Collaborate closely with the executive team and product management to align product roadmaps with market demands and effectively position products for success.


Content Development and Collateral Creation:

  • Oversee the development of high-quality marketing content and copies to effectively showcase the value proposition of all the products.
  • Ensure that all marketing content and copies are tailored to specific target audiences and reflect the brand's messaging and positioning.


Performance Analysis and Optimization:

Set key performance metrics and present progress on them as well as market feedback, and customer insights to measure the effectiveness of product marketing strategies and campaigns.

  • Utilize data-driven insights to continuously optimize marketing strategies, messaging, and campaigns for maximum impact and ROI.


Team Leadership and Collaboration:

  • Provide strong leadership and mentorship to stakeholders inside and outside the team, fostering a culture of creativity, collaboration, and continuous learning.
  • Collaborate closely with cross-functional teams to ensure alignment across all teams and foster a cohesive and unified approach to product marketing initiatives.



Work Experience:


  1. 6-9 Yrs of demonstrated experience in developing and executing successful product marketing strategies, including product positioning, messaging, and go-to-market plans. Has launched and grown exceptional products in the consumer space in India with minimum 1mn users. Experience from Financial service companies- fintech, banks, NBFC or B2C companies is mandatory.
  2. Experience in building and scaling engagement and repeat usage behaviour for financial and non-financial services.
  3. Experience engaging effectively with key decision makers, including delivering presentations, gaining support for initiatives, and advocating your point of view
  4. Experience in running rigorous A/B tests across desktop, mobile web, and apps.



Skills & Proficiencies


  1. Excellent communication and collaboration skills
  2. Exceptional storytelling abilities; making complex ideas resonate.
  3. Exhibits analytical acumen, aligning product capabilities with market demands effortlessly. Is recognized for collaboration prowess and growth-driven initiatives.
  4. A fervent desire to influence the personal finance landscape.
  5. A person who can find their way & move forward.
  6. Good understanding of cross-functional domains like Product, Design, Growth & Brand Marketing
  7. A creative problem solver with a passion for innovation and user-centric design. Understanding of user-centred design principles, agile principles and methodologies.

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