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 that resonate with target audiences
• Conduct market research and competitor analysis to guide product differentiation and 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, ensuring alignment 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, product sheets, 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, user behaviour, and retention performance
• Identify opportunities to enhance product experience through feedback, insights, and user data
• Develop lifecycle communication strategies to increase engagement and reduce churn

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