Product Marketing Manager, Alan

• 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. Emotion generating copy and branding is a real part of the job
• Marketing automation at scale - Customer.io, Braze, Iterable or equivalent
• Missionary mindset and a real attachment to the health mission
• B2B2C sensibility: you can maintain weigh in both segments
• If you're excited about this opportunity but don't check every box, we'd love to hear from you. Remember, this is just a guide, not a checklist

Desirable

• 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