Product Marketing Manager

Mahaana (YC W22); Karachi Division; On-site; PKR 2,500,000 - 4,000,000; Full time

Job summary

Mahaana is seeking a Product Marketing Manager to bridge product and market for our VPS-first strategy. You will translate financial products into compelling stories for Pakistani professionals while ensuring regulatory compliance and building trust.

You will own positioning, messaging, and go-to-market planning for new product launches, including ETFs, and develop content and personas to drive conversion and partnerships.

Qualifications

• 4–6 years of product marketing experience, preferably in B2C fintech.
• Deep understanding of financial products and investment platforms.
• Proven ability to position and message products effectively.
• Excellent storytelling and content strategy skills.
• Strong analytics to interpret product and market data.
• Experience with regulatory constraints in financial services.
• Cross-functional project management and collaboration.
• Strong written and verbal English and Urdu communication.

Responsibilities

• Own and execute the VPS-first positioning strategy with Save+ as bridge product.
• Develop messaging frameworks that simplify complex financial concepts.
• Create and maintain competitive positioning Mahaana vs banks and pensions.
• Lead go-to-market planning for new product launches (ETF expansion).
• Build customer personas and refine targeting from behavioral data.
• Develop educational content strategy that builds trust and drives conversion.
• Work with regulatory/compliance team on marketing claims and disclosures.
• Analyze market trends, customer feedback, and competitive landscape.
• Create sales enablement materials for partnerships and B2B teams.
• Define and track product marketing KPIs and optimize based on performance.

Skills

Product marketing

Financial products

Storytelling

Analytics

Regulatory compliance

Project management

Bilingual: English/Urdu

Education

MBA or relevant advanced degree

Job description

As Mahaana's Product Marketing Manager, you will bridge product and market, owning positioning, messaging, and go-to-market strategy for our VPS-first approach. You\'ll translate complex financial products into compelling stories that resonate with Pakistani professionals while maintaining regulatory compliance and building trust.

Key Responsibilities

• Own and execute the VPS-first positioning strategy with Save+ as bridge product
• Develop product messaging frameworks that simplify complex financial concepts
• Create and maintain competitive positioning (Mahaana vs banks, VPS vs traditional pensions)
• Lead go-to-market planning for new product launches (ETF expansion)
• Build customer personas and refine targeting based on behavioral data
• Develop educational content strategy that builds trust and drives conversion
• Work with regulatory/compliance team on marketing claims and disclosures
• Analyze market trends, customer feedback, and competitive landscape
• Create sales enablement materials for partnership and B2B teams
• Define and track product marketing KPIs and optimize based on performance

Required Skills & Qualifications

• 4-6 years of product marketing experience, preferably in B2C fintech
• Deep understanding of financial products (mutual funds, pension schemes, investment platforms)
• Proven track record of developing successful product positioning and messaging
• Excellent storytelling and content strategy skills
• Strong analytical skills with ability to interpret product and market data
• Experience working with regulatory constraints in financial services
• Project management skills with ability to coordinate cross-functional initiatives
• Excellent written and verbal communication in English and Urdu

Preferred Qualifications

• Previous experience in banking, asset management, or investment platforms
• MBA or relevant advanced degree
• Experience launching products in Pakistan market
• Understanding of Islamic finance principles
• Familiarity with SECP regulations and compliance requirements

Key Performance Indicators (KPIs)

Product Adoption Metrics

• VPS product allocation: 30% of new customers choose VPS as primary product by Q2
• Product mix optimization: Save+ → VPS conversion rate of 25% within 6 months
• Multi-product adoption: 40% of users investing in 2+ products by year-end
• Average investment per VPS customer: PKR 50,000+

Messaging Effectiveness

• Brand awareness (unaided recall): 10% (Q1) → 25% (year-end)
• Message comprehension: 80%+ of target audience understand VPS value prop in testing
• Competitive win rate: Track signups who considered competitors (target 60%+ choose Mahaana)
• Trust indicators: Net Promoter Score (NPS) 45 (Q1) → 60 (year-end)

Content & Campaign Performance

• Campaign effectiveness: Each quarterly campaign delivers target user acquisitions
• Content engagement: Educational content drives 30% of organic signups
• Sales enablement usage: 80%+ of partnership materials actively used by BD team
• Product launch success: ETF launch delivers 2,000+ customers in first quarter

90-Day Success Milestones

• Month 1: Complete competitive analysis, refine positioning framework, create messaging guide
• Month 2: Launch VPS-first campaign, develop 3 product comparison pages, create sales deck
• Month 3: Achieve 20% VPS allocation rate, deliver measurable lift in brand awareness