Product Marketing Manager

Job description

About AppFollow

AppFollow is an App review management and ASO platform. Our main goal is to ease the everyday routines of app developers, product managers, marketing teams, customer support, etc. AppFollow helps you gather and manage your apps and games data, increase app average rating, improve app store rankings, and app user loyalty.

AppFollow is headquartered in Helsinki, but the whole team works remotely. At present, our company boasts a cadre of more than 80 experts operating from 10 countries, including Russia, Ukraine, Belarus, Finland, Ireland, United Kingdom, Poland, Czech Republic, Rumania and Kazakhstan.

About the Marketing Team

The Marketing team is growing to be able to deliver the ambitious growth plans of AppFollow. 

We work with people across the business so you will have excellent communication skills to transfer knowledge to a range of people across marketing, product, sales, and customer success.  

As a team we are responsible for taking our products to market, helping businesses understand where we add value to them, and ultimately generating interest and demand that turns into revenue for AppFollow. We are always on the look-out for new ways of driving growth and are looking for people who can contribute to AppFollow’s success. 

We’re building a team of bright, talented and ambitious people with a can-do attitude. If this sounds like you, read on.

About the Role

As the first product marketer at AppFollow, you will play a key role in helping us define and execute the next stage of our journey. You will develop a thorough understanding of our product and market and use this to educate internal stakeholders as well as our potential customers. 

You will help us refine and define our ICPs and the personas that influence buying decisions. You’ll be able to confidently explain these to colleagues and teams throughout the business to ensure cross-functional alignment is maintained. You’ll understand the pillars of our value proposition and messaging and are capable of gathering information to establish proof points. You’ll be comfortable sourcing that information from both internal and external sources and you’re used to the idea of interviewing both internally and externally. From the information and insights you gather, you’ll be equally comfortable producing data sheets and sales collateral as you are in producing reports or ‘whitepapers’ for our campaigns.

In this role you will take ownership of product and feature releases. You will understand the release cycle and know where customer and partner communications need to be emphasized.  You’ll work with the wider marketing team to ensure relevant and timely messages are taken to market. Your deep understanding of customers and their use cases will allow you to hone these communications and become a voice of the customer within AppFollow. 

You’ll balance your product knowledge with commercial understanding and have the ability to evaluate and analyze data to understand the next course of action. 


  • Ensure understanding of markets and competitors is kept up-to-date and information is shared across AppFollow
  • Understand and develop/refine our ICPs and buyer personas keeping in mind the context of the buyer journey. Identify factors that will lead to purchase. Clearly communicate this information to relevant teams
  • Understand the value proposition and gather evidence to act as proof points and provide support
  • Create and execute GTM plans including aligning cross-functional teams and working collaboratively to deliver on goals
  • Analyze internal data for valuable market insights; seek out additional data for complementary insights and share that information with internal teams
  • Use product and market knowledge, combined with insight and data, to identify key segments and campaign themes
  • Write product content, sales collateral, and industry reports. Support efforts in re-purposing this content for campaigns and demand generation including video scripts, webinar presentations, speaking at events, or media commentary

Benefits we offer

  • Full-time remote job. Though you’re always welcome to spend time with us in our office in Helsinki. Or to meet in a co-working space with the colleagues who live in the same location as you
  • Quarterly and annual bonuses based on achieving KPIs and your personal performance and extra efforts
  • 35 days of paid vacation. Take the time you need to stay charged. By prior agreement, you can have days off for special occasions, we are pretty flexible here
  • Paid corporate meet-ups. We get together twice a year at various locations (St. Petersburg, Moscow, Helsinki, Riga etc.) to work and spend time together offline. We bear all the travel costs for your accommodation, flights, lodging, and other business travel expenses
  • We compensate 50% of all of your education costs, including English courses
  • Health insurance
  • You’ll have executive-level visibility into how the company is running and performing
  • We’re always ready to provide dedicated support and fast-track your on-boarding, give you the tools you need to be successful

Job requirements

  • Experience in a B2B product marketing role
  • Excellent communication and collaboration skills – the ability to work cross-functionally to ensure goals and objectives are met
  • Research and analytical skills
  • Content creation and copywriting
  • Creative and superb problem solving skills
  • Data and insight driven
  • Fluent English
  • EU / UK residents may apply

    Bonus Points if you have

    • Experience in a SaaS business
    • Experience in a technology or software scale-up