Product Marketing Manager - B2B

Job Category: Marketing, Product
Job Type: Full-time
Years of Experience Desired: 3-7 years
No. of Vacancies: 1
Reporting Line: CPO
Supporting Lines: Local B2B Inbound Marketing Teams
Location: Singapore
Benefits: Career growth path to Director or VP of Product Marketing | Comfortable office in Bras Basah | Basic Medical Benefits | Great team, great culture! | Travel to our other markets

Hi thanks for looking at this Workmate JD. Since we might be working together, I wanted to write a cover letter to YOU.

I’m Tudor. I’m the CPO and hiring manager for this position. I wanted to take a different approach to JDs to give you a candid and hopefully better understanding of whom Workmate is and what Marketing at Workmate is all about. You should probably read the whole thing if you’re serious about applying.

A little about me since you and I will work together:

I have 15 years of experience in digital products, technology, marketing and innovation. I am looking for someone with the same passion for innovation, problem solving and execution as my team and I share.
I exited my first tech company in 2015 in the travel space after 5 years of developing and expanding in SEA, ultimately selling the business to another travel company. Afterwards I held positions leading teams in product, marketing and innovation across startups and enterprise.
At my core, I love not only building awesome products but seeing users adopt those products to make their lives better.
The reason I joined Workmate is because it has an awesome purpose; to organize the informal workforce in SEA. There are a lot of bluecollar/essential/informal/unskilled workers in Asia that must constantly seek out employment to support their families but their experience and skills are rarely remunerated or recognized properly in their environment. Workmate wants to change that. We want to capture these workers on one platform that not only gives them full time employment at the click of a button, but also creates a history of their work, their experience, their performance so they get rewarded, paid fairly, get recognized for their work and stop having to worry about finding their next gig.
This is why we’re building Workmate; an on-demand workforce management and sourcing platform that allows Businesses to post their jobs and get access to thousands of pre-qualified, vetted workers at the click of a button. Our AI matching and grading system delivers a ready-made workforce for our clients to plug into their existing workforce and the accompanying tools to manage them (we are looking to even get clients to plug into via API!) .

You can check out my linkedin profile here: https://www.linkedin.com/in/tudorcoman/ --> That’s enough about me. Let’s talk about who YOU are.

Who you are and whom we’re seeking:

You are a skilled communicator. The team and our clients span across Singapore, Thailand and Indonesia. Being able to articulate and communicate our platform’s benefits over presentations, web, email, video etc, is a must.
You are a slightly obsessed wordsmith. I have to say, the only thing that I can’t seem to teach PMMs is the ability to write and distill information into a few punchy phrases that will captivate your audience. If you can do this, make it count as there is an application question around this.
You have experience in marketing automation. You understand inbound marketing, lead nurturing and how to leverage marketing automation software like Hubspot to create a world class customer conversion funnel.
You are internationally minded. You have worked with MNCs, and have lived/worked overseas before. You have a high degree of cultural intelligence.
You can get your hands dirty. You are not afraid to take on new ways of reaching your goals and enabling sales through B2B marketing. You have no issues trying new things like webinars, setting up or attending conferences, joint marketing, managing PR, running email campaigns, etc. If it’s marketing, you are willing to learn it and love it.
You are extremely driven for growth. Personally and professionally. You are an active learner, always seeking out the latest trends in marketing.
You can stretch. You are not afraid of stretch goals, using your creativity to take things to the next level (We use OKRs a lot).
You are more concerned about the why rather than the how. The only way we can keep moving forward and being innovative is to constantly re-assess why we are doing things. How can current processes be re-assessed from first principles to enhance customer lives, keep the company innovative and keep growing?
You share the same social drive to enhance people’s lives. You want to make a social impact and take pride in working for a company that is putting your average low skilled worker as the main customer.
You are data driven. You are detail oriented, whilst creative at the same time. You create structure in a marketing funnel so outcomes become positive more times than not.

Being a Product Marketing Manager at Workmate

Workmate is a relatively new concept in SEA. The ability to instantly order, manage and analyze a workforce is a big differentiator from traditional staffing agencies and stand-alone workforce management platforms.

That’s why we need a strong product marketer, to help research the market, define personas, bridge features and emotions by crafting the right messages - and finally, lead the go to market strategy for Workmate.

Things you may do as Product Marketing Manager at Workmate:

Deliver user research to define personas, market research and positioning - sometimes exposing new opportunities by validating and experimenting messaging.
Craft the value proposition and messaging between product features and personas to enable the company to deliver a unified message to the market
Support Sales and create sales enablement tools by articulating the Workmate value proposition in different ways and using different media.
Plan and execute on the go-to-market strategy
Work closely with Product Management to update value propositions as new products are being developed
Maintain our collateral; website, sales decks, pitches, etc.
Work with 3rd party translation services to localise your content
Manage our content marketing teams to deliver video collateral, case studies, white papers etc and direct other teams as part of your GTM plan.
Create events/webinars to target our key persona (HR Manager of Warehouse and Logistics companies)
Nurture new leads, including marketing-qualified leads, by converting site traffic through calls-to-action, landing pages, and lead generation content (including offers).
Manage all marketing communications (newsletters, product notifications, etc.) for enterprise customers.
Be a coach and make our content and design team that support client marketing shine.

Here’s a sample of our OKR for a quarter: If you think you can achieve this, apply within!

Objective: Position Workmate as the leader in On-Demand Logistics Staffing within the “HR Manager” Community

KR1: Deliver go-to-market strategy; Market Research, Personas and Messaging by July 15th
KR2: Deliver 50 new SQLs and 5 new customers through webinars, offline marketing, or EDM.
KR3: Distribute a whitepaper (hero content) by July 30th that leads to 10 new SQLs or is attributed to 2 GOLD+ Sales
KR4: Attend, or hold 2 Industry events (either offline or online) with at least 25 targeted SQL attendees that leads to at least 2 GOLD+ Sales

About Working at Workmate

We expect you to be in our Singapore office and travel through the region to visit customers and coordinate with the content marketing team in Indonesia & Thailand (Once COVID is figured out - currently we don’t frequent the office much, mostly using Google Meet for now).
We have been achieving 200% y/y growth for the last 2 years so financially, we are on an enviable trajectory, even during COVID.
People you will directly work with:
Mat, he’s our Founder and CEO and the longest survivor of this project. He has a tough hide since this is his second startup (previously sold an ad-tech company). He has a lot of insights on customers, clients and loves good banter.
Pete, he’s our COO and can tell you exactly whom to go to or who to seek for the right info. He’s a goldmine when it comes to making things more efficient and he will contribute greatly to your success.
Lerk, our VP of Engineering. Rumour has it that Lerk was found in the deep jungles of Malaysia developing code on a gas powered x386.