Product Marketing Lead, Birdie
£82-90k
Birdie is an Index Ventures backed healthtech SaaS radically transforming the lives of older adults.
Be an early applicant
Birdie is an Index Ventures backed healthtech SaaS radically transforming the lives of older adults.
101-200 employees
Be an early applicant
£82-90k
101-200 employees
Company mission
Birdie's vision is to unlock preventative, personalised & proactive home healthcare (using machine learning & AI) so that older adults can live longer, healthier lives in their own homes.
Role
Who you are
- You have 5+ years of experience in B2B product marketing, ideally in a high growth startup environment and/or in healthtech
- You have demonstrable experience of driving commercial impact through product marketing strategy and execution
- You are passionate about knowing your market, customers and competition better than anyone, and using that knowledge in order to drive business success
- You are excellent at articulating the essence of products and partnerships and the value they create, and have experience creating positioning strategies and messaging playbooks. You are an excellent writer and editor
- You have a strong understanding of the B2B marketing mix and sales motion, including feeling comfortable using marketing automation tools and CMS systems
- You are confident with sourcing and using a wide range of qualitative and quantitative data in order to unlock insights and optimise strategies
- You are an exceptional communicator with strong interpersonal skills, able to hold your own with technical teams as well as commercial functions, leadership, customers and other stakeholders
- You are very autonomous and comfortable operating in a fast-paced environment, but also know when to ask for advice or support from the wider team
- You have experience as a people manager
What the job involves
- As a Product Marketing Lead at Birdie, your role will encompass all four aspects of the discipline:
- 1. Ambassador - you’ll be the voice of the customer, gathering and systematising customer and market insights to drive product and commercial strategy
- 2. Strategist - owning the go-to-market strategy for Birdie’s platform, and its associated products and features
- 3. Storyteller - owning the positioning and messaging for all elements of the Birdie offering, and the ‘proof’ pipeline of stories and narratives that bring it to life
- 4. Evangelist - enabling others to tell the Birdie story internally and externally, and quantifying its impact
- You’ll be managing a team of product marketers, which includes responsibility for all our product knowledge and training content
- This role is both deeply strategic and extremely hands-on. If you’re the kind of Product Marketer who loves supporting your team to shepherd a feature from roadmap to revenue (and can equally jump into a positioning workshop or customer interview), then this is one for you!
- Lead the go-to-market strategy for all Birdie products and strategic initiatives, aligning activities across multiple teams in order to drive impact and efficiency:
- Drive the marketing strategies for products and features with the Marketing team, leading in defining key channels, target audiences and budgets, and being accountable for impact
- Enabling other commercial teams such as Sales and Customer success, so that positioning and product launches are fully leveraged in sales, marketing and customer experience strategies
- Drive positioning and messaging for Birdie, as well as for key Birdie products
- Own the voice of the customer programme, gathering and systemising insights across market, industry, competitors and adoption
- Champion a customer impact programme, ensuring value is clearly evidenced through case studies and metrics
- Running training and enablement programmes with Commercial teams in order to ensure consistent success in the leverage of customer insight and Birdie messaging
- Leading on customer communications, leveraging tools such as Intercom to ensure timely updates are delivered to customers
- Coach and develop the product marketing team, including regular performance reviews, optimising team structure, and supporting development:
- Managing a Knowledge and Insights Manager and by extension leading the strategy for knowledge management across Birdie, i.e. help centre, external onboarding academy, internal knowledge programme
- Managing a product marketer responsible for feature launches
Our take
Birdie offers in-home caregivers a suite of tools aimed at not only increasing their efficiency but ultimately improving the lives of those they provide care for. In the UK alone, nearly half a million individuals are on a waitlist for social care services, and nearly 50% of home care providers have reported their care workers are seeking alternative jobs.
Birdie comes into play by helping care providers optimise their time and minimise the administrative and regulatory burdens placed upon them. It counts over 700 care service providers in the UK including Alina Homecare, Medacs Healthcare, and Care at Home Group amongst its client base, ultimately helping over 35,000 individuals receive the in-home care that they need.
The company is a registered B Corp due to its socially and environmentally responsible practices such as its reduction of environmental footprint, fair worker compensation, and complete corporate/ financial transparency. It is now focusing on growing its solution and scaling into continental Europe, where it’s started to sign partnerships with local care providers, as well as wider business growth.
Kirsty
Company Specialist at Welcome to the Jungle
Insights
Some candidates hear
back within 2 weeks
49% female employees
40% employee growth in 12 months
Company
Employee endorsements
Autonomy
"Autonomy is very clear at Birdie, we aim to give our staff structure and support but let them be part of the decision making when it comes to..."
Funding (last 2 of 4 rounds)
Jun 2022
$33.2m
SERIES B
May 2021
$11.5m
SERIES A
Total funding: $55.2m
Company benefits
- Gym membership and numerous other wellbeing budget/perks and discounts via Axa.
- Birdie is a remote friendly organisation. Hiring in the UK, Spain, Ireland, Germany or France. We organise regular in-person events and online socials to make sure you can meet up with peers. Our approach to flexibility is a mature one. We know some folks have families and commitments to maintaining physical and mental health, so you have the ability to manage your time around your personal commitments.
- At birdie, you'll have a yearly personal development budget to put towards books (e.g., free audible subscription), courses, training and conferences; as well as continuous coaching within the team and with external experts. It’s about having a clear understanding of what it takes to grow from A to B, so you can do your best work.
- The doors to our London and Berlin offices are always open! If you’re more of a work-from-home soul, we also organise in-person events and online socials to help you create those bonds that make work more fulfilling. These include quarterly and annual retreats.
- 33 days base holiday (25 days + 8 bank holidays), birthday off, and company closure between Christmas Eve and New Years.
- Highly favourable parental leave policy; once you have spent six consecutive months on our payroll, primary caregivers get 26 weeks and secondary caregivers are entitled to 12 weeks of parental leave, at 100% of your usual salary.
- Private health insurance with Axa that covers many physical and mental health costs.
- If you want to start cycling, birdie will buy a bike up-front and you can make a salary sacrifice to pay-off over the next 12-36 months.
- Birdie contributes to your pension
Company values
- We care: We care about our society, the people we work with and the ways in which we can impact millions of lives. We're committed to building a fantastic service for our users and our industry
- We succeed together: We want to bring everyone on our journey with us, going far beyond what is expected of us and our industry standard. We work to elevate each other, we trust each other, share everything and give continuous feedback
- We are brave & ambitious: We continuously challenge the status quo and open our arms to change. We make tough decisions and tackle problems headfirst. We are courageous enough to step outside our comfort zones because nothing is too big for us
- We love a little quirkiness: We believe in fun and hard work, giving us the tools to succeed and grow, while also creating an environment that celebrates humour, community spirit and idiosyncratic talents
- We strive for excellence: We’re obsessed with growth. In ourselves, our product, our teams and in our society. We recognise our strengths, share our work, take initiative, ask for help, improve ourselves and always reach higher than the day before
Company HQ
Holborn, London, UK
Leadership
Max Parmentier
(CEO)Spent 3 years at McKinsey before joining The Global Fund to fight AIDS, Tuberculosis and Malaria as Senior Advisor to the CFO and later Head of Sourcing Strategy and Supply Chain. Entrepreneur in residence at Kamet prior to starting Birdie.
Rajiv Tanna
(CPO)Spent 7 years in consulting and investment banking before joining WorldPay as Head of Corporate Customer Insights. Worked in senior product roles at Yieldify and ASOS before starting Birdie.
Abeed Mohamed
(Chief Commercial Officer)Previously worked as a consultant at BCG for 4 years, spending one of those years on secondment to Save the Children as a Market Insight Manager.
Diversity, Equity & Inclusion at Birdie
Sophie Anderson (Talent Acquisition Manager)
- birdie has a DEI team made up of volunteers from 6 chapters within the team to push educational sessions, policy updates and DEI best practices. This group has launched a number of Affinity groups, including a Parents and carers group and a Mental health group.
- In addition to this, in November 2021 birdie conducted a DEI specific company-wide survey with Fair HQ to isolate the areas we need to focus on improving, which lead to some great adjustments throughout the organisation.
- We currently partner with government programmes such as Kickstarter to offer internships to people who are struggling to enter the tech space.
- We also have an 'Off Gals' group dedicated solely to improving the experience for our female employees at Birdie.
- Finally, in November 2021 we updated our Parental leave policy to cover 26 weeks fully paid leave for primary care givers and 12 weeks full-paid for secondary caregivers.
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