Product Marketing Manager

About AppFollow

AppFollow is an AI-powered app reputation and ASO platform for mobile and Steam publishers. Support teams use it to handle reviews at scale, product teams turn user feedback into insights, and marketing and ASO teams grow app store visibility. We're a B2B SaaS company serving SMB, mid-market and enterprise clients, with a remote team based mostly in Europe.

Role overview

We're hiring our first dedicated Product Marketing Manager. You'll own how AppFollow's products are positioned, launched and explained, both to the market and inside the company.

You report to the CEO and work with Product, Marketing, Sales, Customer Success teams, each needing something different from you. Product needs you to understand new features early, turn them into a clear market story and bring back what customers say about them. Marketing needs one person who knows the product inside out and produces the source of truth for campaigns, webinars and landing pages. Sales and Customer Success need positioning against competitors, a current deck and proof they can use in a demo.

This is a hands‑on, senior individual contributor role. There's nobody to delegate to, and most of the workflows described below don't exist yet. You'll build them.

Key responsibilities

Positioning and messaging. Own who we're for, what we do better than competitors, and how that shows up in our messaging. You run this work with the leadership team and carry the result onto the website's product pages and everywhere else the product is described.

Product launches. Lead every feature launch from the marketing side, from the start of development rather than the week before release. Understand the use cases with the product manager, define the message, build the launch plan and run the campaign to prospects and existing accounts together with Sales. Then measure it: opportunities created, accounts activated.

Product feedback loop. Join sales and CS calls during betas and launches. Aggregate what prospects and customers say about a new feature (Fathom, AI tooling, your own system), define the questions the sales team should be asking, and feed the findings back to Product and Marketing: what's not landing, what needs to change in messaging or on landing pages, which use cases we're missing.

Case studies and proof. Own the customer story pipeline: first use cases after each launch, case studies, testimonials. If a key use case has no proof yet, go get it.

Internal source of truth. For every product and feature, keep a current, plain-language description of what it does, who it's for, why it beats the alternatives, proof points and customer quotes (we use Guru). Marketing, Sales, CS and Growth all work from it. This is not technical documentation.

Sales and CS materials. Own the master sales deck as a modular set of approved slides and review it with the Head of Sales roughly every quarter. Help Sales find the "wow moment" for demos of new features. Translate features into business outcomes. Sales training and one-off pitch preparation stay with the Head of Sales.

Cross-sell and upsell. Run announcement campaigns to existing and free accounts around new features and products, and coordinate with Growth on in-product channels.

How we measure success

• Feature adoption after launch (accounts using a new feature or add-on)
• Case studies published and launch materials ready on launch day (source of truth, deck, landing page copy)
• Qualified pipeline (MQLs/SQLs) from product launches and launch campaigns
• Cross-sell and upsell opportunities from campaigns to the existing base

Who we're looking for

Experience. 5+ years in B2B SaaS product marketing, most of it in startups where you did the work yourself. You've launched products, owned positioning and worked side by side with sales. Experience in mobile apps, ASO or gaming is a strong plus, as is knowing how both product-led and sales-led motions work.

Way of working. Proactive. You pick up what's broken without waiting for a launch date or a request from Sales, and you're comfortable saying "this is what we're not doing."

AI-native. You use Claude, ChatGPT and similar tools daily and build your own workflows on top of them: aggregating call feedback, maintaining product knowledge, drafting content. We expect you to plug into our internal integrations (Fathom, HubSpot, Guru, Salesforce, Amplitude, Canny) and keep the product knowledge base the most current thing in the company.

Data. Comfortable reading funnel and campaign data, building a spreadsheet and defending a conclusion.

Communication. Fluent English, strong writing. Another language (Spanish, Portuguese, Russian) is a plus. Comfortable presenting at webinars and events as a public face for the product.

Video production skills (Screen Studio, CapCut) are a plus, not a requirement.

What we offer

• Remote role anywhere in Europe; hubs in Spain, Portugal, Serbia and Finland
• Colleagues across Europe, the UK, the US and Brazil
• Conference participation in app, gaming and product marketing events
• Equity options after probation, quarterly performance bonuses
• Annual offline team meetup and company all-hands
• Monthly coworking budget, laptop and home office equipment
• Internal hackathons 2–3 times a year
• Direct work with the CEO and leadership team; you build a function from zero

Hiring process

• Applications open: mid-Sept
• Screening call (30 min): second half of Sept
• Take-home assignment and panel interview with Sales, Marketing and Product (60 min): early Oct
• Offer: by 15 Oct

Dates are our target and may shift. We move fast and interview as applications come in, so early applicants hear back sooner.