Product Marketing Manager at Baobabplus

Role Overview


The Product Marketing Manager will be responsible for developing and executing go-to-market (GTM) strategies for Baobab Nigeria's suite of financial products, including Instant Card, USSD, Merchant Acquiring, Agency Banking, digital savings, digital lending, and any new products the company may launch.
You will bridge the gap between product, marketing, and commercial teams ensuring every product is well-positioned, understood, and adopted by the right audience.


Key Responsibilities
Strategy & Positioning:


Develop and refine product positioning, value propositions, and messaging thatresonate with target audiences.
Conduct market research and competitor analysis to guide product differentiationand market entry strategies.
Define customer segments and key use cases for each product line.


Go-to-Market (GTM) Planning:


Lead cross-functional GTM launches for new products and features, ensuringalignment across product, marketing, and sales teams.
Develop and manage integrated marketing campaigns that drive awareness,activation, and adoption.
Support the development of marketing assets (videos, landing pages, productsheets, social ads, etc.) in collaboration with the creative and growth teams.


Product Growth & Optimization:


Collaborate with the Growth and Product teams to track adoption metrics, userbehaviour, and retention performance.
Identify opportunities to enhance product experience through feedback, insights,and user data.
Develop lifecycle communication strategies to increase engagement and reducechurn.


Stakeholder Management:


Partner with internal teams (Growth, Tech, Risk, Sales, and Customer Experience) to ensure consistent product communication and alignment.
Support field and agency banking teams with product training, marketing materials,and merchant engagement tools.
Collaborate with Baobab Group's regional marketing and innovation teams toensure alignment with group strategy.


Insights & Reporting:


Monitor key performance indicators (KPIs) across awareness, activation, andretention funnels.
Produce regular product marketing reports with actionable insights andrecommendations.


Requirements


Bachelor's degree in Marketing, Business, Economics, or a related field (MBAor equivalent is a plus).
3 - 6 years of experience in product marketing, growth marketing, or digital financial services.
Proven experience launching or managing fintech or banking products.
Strong understanding of the Nigerian financial ecosystem, customer behavior, anddigital channels.
Excellent communication, storytelling, and analytical skills.
Proficiency in data analytics, campaign performance tools, and CRM systems.


What We Offer


A dynamic and inclusive work environment focused on innovation and impact.
Opportunity to shape the future of financial inclusion in Nigeria.
Competitive compensation and career development within the Baobab Group.