Founding Product Marketing Lead (Growth) - Climate -Tech App

Propel; Remote; EUR 40.000 - 60.000; Vollzeit

Zusammenfassung

A fast-growing climate-tech startup is seeking a Founding Product Marketing Lead to define the narrative and own marketing strategy. You will create an insightful go-to-market framework tailored for the audience while collaborating with product and growth teams. Prior experience in a consumer mobile app environment and driving U.S. market strategies is essential. Located fully remote, preferably Germany-based, this role shapes how users engage with climate action.

Qualifikationen

• Experience shaping early positioning and messaging for a business pre product-market fit.
• Background in driving go-to-market strategy specifically for the US market.
• Experience in consumer mobile apps, especially in subscription-based or habit-building sectors.

Aufgaben

• Define and craft the narrative connecting product value to user needs.
• Plan and execute launches for new features and marketing campaigns.
• Build user insight loops and validate hypotheses through experimentation.
• Collaborate with product and growth teams for alignment on roadmaps.

Kenntnisse

GTM strategy for US market

User insight analysis

Messaging and positioning

Data-driven decision making

Hands-on experimentation

Consumer mobile app experience

Jobbeschreibung

Founding Product Marketing Lead | Climate-Tech App | Remote (Europe-based)

We’re partnering with a fast-growing climate-tech startup on a mission to make climate action part of everyday life.

Their consumer app has already attracted tens of thousands of users globally and they’re just getting started.

With founders that have previously scaled 2x unicorns and now with €4m in fudning, they are hiring a Founding Product Marketing Lead to own positioning, craft the narrative, and turn user insight into product and go-to-market strategy.

The Mission

To make climate action simple, social, and measurable.

You’ll connect the dots between audience insight, product, and storytelling defining how the company communicates value, launches new features, and drives engagement that lasts.

What You’ll Own

Positioning & Narrative

• Define the story that connects product value to user needs.
• Shape messaging that resonates across audiences and moments in the journey.

Audience Insight & ICP Development

• Define and continuously refine the ideal customer profile (ICP) and key audience segments through data, research, and direct user conversations.
• Identify motivations, triggers, and barriers that drive behaviour across each stage of the journey from free to paid.
• Use these insights to inform both product decisions and go-to-market strategy.

Go-to-Market & Launch Strategy

• Plan and execute launches for new features, creator campaigns, and in-app initiatives.
• Build GTM frameworks that tie product releases to audience needs and growth goals.
• Create assets, positioning, and activation plans that help the product land clearly with users.

US Market Positioning & Localisation

• Own US-specific messaging, positioning, and value propositions
• Shape localisation for onboarding, paywalls, activation flows
• Identify US-specific jobs-to-be-done, motivations, barriers
• Partner with growth to test US channel + creative angles

Pre-PMF Insight Loops & Validation

• Build tight, iterative insight loops with users
• Validate hypotheses through fast, scrappy experiments
• Translate qualitative + quantitative signals into roadmap influence
• Shape early value narrative before PMF is fully achieved

Product & Growth Collaboration

• Partner closely with product to align on roadmap priorities and identify new opportunities for engagement and monetisation.
• Collaborate with growth and data teams to analyse AARR metrics and design experiments that improve user activation, retention, and contribution.
• Ensure learnings from every test feed back into product, messaging, and user experience.

Continuous Experimentation & Learning

• Test messaging, creative, and onboarding experiences to uncover what drives conversion.
• Track performance, analyse outcomes, and translate learnings into playbooks for scale.
• Help build a data-informed, audience-obsessed marketing culture from the ground up.

Your Experience (must-haves)

• You’ve joined a business pre product market fit and played a central role in shaping the early positioning, messaging, and user value narrative.
• You’ve driven GTM strategy for the US market – including US ICP definition, value proposition refinement, onboarding optimisation, and channel / User funnel experiments.
• You’ve worked in a consumer mobile app environment , ideally subscription or habit-building apps (wellness, lifestyle, health, creator tools, community, etc.).
• You’ve owned positioning and messaging end to end for new products, features, or experiments, not just campaigns.
• Hands‑on with early GTM motions – running tests, measuring impact, iterating fast, and influencing product decisions through data and insight.
• Strong audience insight experience – you know how to define ICPs, segment users, run scrappy research, map jobs‑to‑be‑done, and turn insight into product and communication decisions.
• You understand activation, adoption, retention, and revenue levers deeply and have run live experiments to improve them.
• You’re confident with data – using analytics dashboards, funnel tools, and cohort analysis to identify drop‑offs and validate hypotheses.

Your Style

• User‑obsessed and hypothesis‑driven.
• Scrappy, collaborative, and energised by ambiguity.
• Clear communicator who can simplify product value into language users actually respond to.
• Not precious about hierarchy – you’re hands‑on and comfortable building from zero.

Optional (but strong bonus points)

• Experience scaling wellness, habit‑building, self‑improvement, creator, or community apps.
• Experience owning US onboarding experiments (messaging, flows, value prop tuning).
• Worked closely with product and growth teams in a 0→1 or 1→10 stage.

Why This Role Matters

You’ll be the first in the function, setting the foundation for how this company grows.

Your work will shape the product narrative, define frameworks, and influence how millions engage with climate action.

Location: Fully remote (germany-based preferred)