Product Marketing Manager (Growth)

We are an international company, XPN Network, focused on creating a large number of different mobile (iOS) AI products in the areas of mental health, creativity, learning, and more. Right now we are at the stage of launching our first marketing campaigns, attracting the first users, without validated channels and stable retention metrics.

The performance marketing team is already working on the products (channels: Meta, TikTok, Google, YouTube), and to strengthen the team, we are looking for a person who will build a systematic growth and product communication strategy.

The main tasks of this role are to connect product value with user perception, build marketing as a research and creative process, and strengthen traffic acquisition to reach product profitability as quickly as possible.

Research and Positioning

• Conduct market, audience, and competitor research (what they sell, how they communicate, what insights resonate)

• Formulate value hypotheses and messages for tests

• Help build tone of voice, communication core, and visual principles

Strategy and Experiments

• Build a structure of marketing hypotheses: value-based, product-based, creative

• Plan and analyze A/B tests (value propositions, creatives, offers, landing pages)

• Together with the performance team, turn advertising campaigns into a research tool:

  • test value propositions and positioning

  • build a systematic cycle: hypothesis → test → analysis → insight → next iteration

• Organize a systematic creative learning loop: what worked, why, what patterns we see, what we should strengthen

• Search for and test new acquisition channels: social media, native formats, community marketing, collaborations, etc.

• Launch targeted pilots on new platforms (for example, Reddit, Pinterest, Telegram, YouTube Shorts, X/Twitter, LinkedIn, etc.) and document the results

Analytics and Product Alignment

• Work with analytics together with the product and performance teams: build cohorts, understand who we acquired and how those users behave in the product

• Help the performance team look beyond CTR and CPA and understand how traffic impacts the funnel and revenue

• Set up unified analytics by sources, cohorts, and LTV

• Identify bottlenecks in the funnel (from click to payment) and form data-driven conclusions

Creative and Communication

• Lead creative production: idea, hook, script, visual style

• Develop a "creative factory" — a systematic approach to idea generation

• Implement structured tests by formats, duration, emotions, and styles so that creatives rely on real success patterns

Growth

• Scale working hypotheses together with the performance team and build channel growth strategies

• Help create a roadmap of marketing experiments: what we test now, what later, and where the strongest signals are

• Strengthen performance through system, analytics, and creativity:

  • improve the connection between pre-install and post-install metrics

  • test new channels after validating the value proposition

  • focus on audiences that actually convert and retain

• Help build channel strategies and growth stages (from MVP tests to sustainable unit economics)

• Build and scale influencer collaboration:

  • find relevant influencers for each product and topic

  • test formats (UGC, reviews, joint challenges, ambassador programs)

  • systematize results by CPA, engagement, and audience quality

• Develop a mix of paid and organic channels to find the optimal growth path

We are looking for someone:

• With experience in product marketing, growth, or creative strategy (preferably in startups, mobile apps, AI products)

• Able to think in hypotheses and work with analytics and creativity simultaneously

• With systematic thinking and the ability to structure chaos at an early-stage company

• Understanding performance marketing logic

• Enjoying experiments and fast iteration

We offer:

• Stable competitive income in USD

• Fully remote work from any location in the world

• Flexible schedule (we work in the Moscow time zone with reasonable flexibility)

• Fast communication, minimal bureaucracy, friendly atmosphere, flexibility, and quick decision-making

• Full access to paid learning platforms

• Opportunity to build the marketing function almost from scratch

• Direct interaction with the product team

• Potential to grow into Head of Marketing as the direction scales