Position Overview 

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 

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