Senior Product Marketing Manager

Lobyco; København; Hybrid; DKK 900,000 - 1,200,000; Full time

Job summary

Lobyco is seeking a Senior Product Marketing Manager to craft a consistent narrative that explains why retailers should buy the product. You will own positioning, messaging, and GTM for launches, while working with sales, product and demand-gen to persuade retailers and drive growth.

The role blends research and writing, including customer interviews, win/loss analysis, and the creation of decks, battlecards and collateral that move deals forward.

Qualifications

• 7–10 years in B2B marketing, with at least 4 years in product marketing at a software company.
• Experience in positioning, messaging and go-to-market for software products.
• Retail, grocery, loyalty or e-commerce experience is a real advantage.
• Proven track record leading launches and cross-functional collaboration with Product, Sales and GTM.
• Excellent writing, research and presentation skills.

Responsibilities

• Own positioning and messaging for the portfolio.
• Lead go-to-market processes for launches and readiness with Product.
• Develop decks, battlecards and sales enablement content.
• Collaborate with Sales, Pre-sales and CS to gather evidence and customer stories.
• Maintain and evolve the website messaging and category narrative.
• Run win/loss analysis and competitive teardowns to inform messaging.
• Build case studies with numbers and references.

Skills

Writer

Researcher

Commercial awareness

AI literacy

Education

Degree in marketing or related field

Job description

Lobyco has a good product and customers willing to say so in public. What it does not yet have is a single, consistent account of why a retailer should buy it, told the same way by everybody who sells it. We are looking for a Senior Product Marketing Manager to write that account and make it stick.

You will own positioning and messaging, the go-to-market process for launches, competitive intelligence and sales enablement across the portfolio. The work is part research and part writing. You will spend time with customers, prospects and the sales team finding out what actually persuades people, then produce the words, decks and arguments that do it reliably. Expect the first three months to be mostly listening.

Positioning and messaging

Review and refine our Ideal Customer Profile (ICP).

Understand the buying roles and influencers and what each of them cares about, from loyalty manager to finance director.

Work with the Head of GTM to review and update Lobyco’s marketing position.

Build the messaging architecture: the category story, the segment stories, and the evidence behind every claim in them.

Test and refine the message on real buyers.

Launches

Own the launch process: what counts as a launch, at what tier, and who does what.

Work with Product on the roadmap story, naming, packaging and readiness.

Hold launches to adoption and pipeline rather than to whether the blog post went out on time.

Arming the commercial team

Write the pitch, the deck, the demo storyline, the battlecards and the answers to the objections we hear most often.

Shorten the time it takes a new salesperson to sound credible in front of a retailer.

Work with pre-sales so that RFP content is accurate, current and in a format they can use directly.

The website

Own what the product, solution and vertical pages say: the argument, the proof and the order it is made in.

Keep those pages current as the portfolio and the positioning change, and brief demand generation and creative on what needs to change.

Knowing the market

Track who we meet in deals, how they position themselves, where they beat us and where they do not.

Run win/loss analysis, and turn it into changes to the message, the price or the product rather than a slide nobody reads.

Proof

Build case studies with numbers in them, working with our AI Genie insights, Customer Success and with customers directly.

Keep a list of references, quotes and collateral salespeople can actually use, and feed what customers tell you back into the roadmap.

Pricing and packaging

Research how we should package and price the modules for different segments and regions, and make a recommendation the business can act on.

Education: a degree in marketing, business, communication or a related subject, or relevant material.

Seven to ten years in B2B marketing, at least four of them in product marketing at a software company.

Enterprise or mid-market selling.

Positioning and launch work you led.

Retail, grocery, loyalty or e-commerce experience is a real advantage.

The sort of person this suits

A writer. You can make a complicated thing feel obvious, in a page or in a sentence.

A researcher. Customer interviews, win/loss, competitive teardowns. You go and find out rather than infer.

Commercially literate. ARR, churn, deal velocity, and which of them marketing can actually move.

Practical about AI. You use it for research, drafting and message testing, and you know which judgements it cannot make.

Collaboration and communication

Able to work through other people. This job has influence rather than authority: you will get Product, Sales and GTM to agree on one story, which takes patience and repetition.

Credible in front of salespeople. You can hold a room of them, take the argument that follows, and come back with something better.

A clear writer for people who are not in the room. Your material has to work when you are not there to explain it.

Born from retail, with the DNA of the shop floor, we exist to bring retailers and customers closer together by making loyalty easy, personal, and impactful.

We’re here to reinvent retail by empowering retailers with the tools to deliver personalized, digital-first experiences that grow loyalty, increase engagement, and drive long-term value—for both businesses and shoppers.

Our pride lies not just in our platform, but in our people retail-savvy, highly skilled teams who thrive on co-creating success with clients to make loyalty come alive in their business.

We aim to be diverse in all manners when getting new people onboard in our journey, and therefore encourage applications from all backgrounds, communities and industries.