Product Marketing Manager B2C

Alan; Indianapolis (IN); On-site; USD 90,000 - 120,000; Full time

Job summary

Alan is seeking a Product Marketing Manager for B2C to drive engagement of Alan Play and retention across countries. You will design lifecycle campaigns, coordinate with Product, Sales, and CSM teams, and own the end-to-end messaging that keeps 500k daily interactions meaningful.

You'll build scalable systems for onboarding, activation, reminders and win-back, and ensure campaigns are cost-effective while reflecting Alan's brand voice.

Qualifications

• Experience in lifecycle marketing at scale for consumer products.
• Ability to design and implement cost-effective campaigns.
• Strong analytical skills and metric accountability.
• Experience coordinating across multiple countries and teams.
• Hands-on with campaign execution and branding voice.

Responsibilities

• Build and optimize lifecycle marketing for Alan Play and B2C products.
• Own onboarding, activation, reminders, reactivation, and win-back flows.
• Collaborate with Product, Sales, and various product teams to align messaging.
• Develop a scalable campaign machinery and measurement loop.
• Craft a compelling product narrative through campaigns.

Skills

Retention marketing

Campaign automation

Data analysis

Cross-country coordination

Content writing

Job description

HEALTH CAN’T WAIT. Not for symptoms to get worse. Not for a six-month appointment. Not for a system to catch up. But that’s exactly how healthcare works today. You wait, until you can’t. Alan exists to end the wait. Health is a universal right, and we believe this right can only become real when it’s coupled with prevention. We need to stop treating health as something we repair and start treating it as something we build, every day. It’s not solely a question of willpower. It’s the healthcare system itself that needs to work for everyone, in a sustainable way. So we are building the new standard in prevention insurance. Alan is the first company that integrates insurance, prevention, and care into a single, acclaimed user experience. We are on an incredible journey to build a global leading company, with a unique culture com/en/careers. We already partner with 40K+ companies of all sizes, serving more than 1M+ members, and have reached €800M+ in ARR. Prevention as the new norm. That's what we're building with our team of 800+ people. If it speaks to you: we're hiring across France, Spain, Belgium, and Canada. And beyond.

THE PRODUCT MARKETING MANAGER B2C OPPORTUNITY

Building the engagement engine with Alan Play that makes 500k members come back to their health every single day, a key differentiator for Alan. Today, 25k Alan members open Alan Play every day (120,000 every month) to walk, meditate, breathe, compete with their colleagues, build healthy habits. Play is Alan’s #1 source of traffic and the retention engine of all our health services. And we are B2B2C: companies pay, members choose to engage. Play is a differentiator in deals, and at renewal.

HR admins are also an underused distribution channel to reach members. Two audiences, one product story. By 2030 we want 500k daily users, across all our countries The challenges: Our lifecycle is greenfield. Onboarding, activation, reminders, reactivation and win-back are owned by nobody today. We run events rebuilt almost from scratch, so the tenth Alan Cup costs as much as the first. We measure opens and clicks, not what a campaign actually did to daily engagement. And on the B2B side, our pitch goes stale between releases, as Play ships fast, so the sales argument does not keep up. The future: A lifecycle layer designed for personalisation, running on the segmentation and experimentation platform Play has been building. Campaign machinery that gets cheaper every quarter. A measurement loop we trust, with holdouts and real incrementality. A live Play pitch that updates as features ship, so the field walks into a renewal or a deal with the current product. And HR admins turned into a real, measured distribution channel rather than a mailing list. The hard parts: This role is horizontal, and vertical. Many member segments, many admin segments, several countries, coordination with Product as well as Sales, KAM and CSM, as well as other products teams who communicate with members.

IS IT YOU WE’R LOOKING FOR?

• MUST HAVES - Retention and lifecycle marketing at scale on a consumer product - subscription, gaming, social, media, health and fitness. Where engagement and retention are the business.
• You build systems, not just campaigns - you can walk us through machinery you built that made the next campaign cheaper, and tell us what it cost you to get it adopted.
• Analytical rigour - you read a funnel, design a segment, set up a holdout, call a result. You are comfortable being accountable to a product metric.
• Horizontal operator - you have held many audiences and several countries at once. Volume and context switching, not depth on a single vertical.
• Genuinely hands on - you want to run the campaigns yourself at the start. This is the ramp up, and the condition for standardising well afterwards.
• Branding sensitivity : you can express the personality of the product you market and create great moments
• You write well and fast.