About Plum

Plum is an employee insurance and health benefits platform focused on making health insurance simple, accessible and inclusive for modern organizations. Healthcare in India is seeing a phenomenal shift with inflation in healthcare costs 3x that of general inflation. A majority of Indians are unable to afford health insurance on their own; and so as many as 600mn Indians will likely have to depend on employer-sponsored insurance.

Plum is on a mission to provide the highest quality insurance and healthcare to 10 million lives by FY2030, through companies that care. As we continue our exciting journey of transformation, we're expanding our product lines across Insurance, Healthcare and B2B2C. Plum is backed by Tiger Global and Peak XV Partners.

About the Role

We're looking for a high-agency Senior Product Marketing Manager with at least five years of work experience delivering high levels of product awareness, adoption, and delight. You'll be responsible for leading strategic product marketing initiatives and collaborating with teams across the board to present Plum's HR and employee apps, insurance, and health and well-being products in ways that will boost sales, drive HR/admin adoption and build employee engagement.

This is a senior strategic role where you'll act as the key bridge between our product teams and end users, driving growth strategies and ensuring successful product adoption across our various offerings. You'll need to be both a creative and quantitative thinker with proven expertise in go-to-market strategies and customer engagement.

Key Responsibilities

Strategic Leadership & Positioning

• Own and lead the end-to-end product marketing strategy and execution for our HR and employee-focused product lines

• Perform comprehensive industry and competitive research to help position Plum to win more customers and maintain market leadership

• Develop and execute sophisticated go-to-market strategies for new product launches and feature releases

• Use market trends and insights to influence product strategy and inform teams across the organization

Growth & User Engagement

• Drive user acquisition, activation, engagement, and retention through strategic campaigns across mobile-first channels

• Build effective content and communication strategies to aid awareness, consideration, purchase, and usage of our products and services

• Create and optimize complex user engagement journeys across multiple touchpoints and customer lifecycle stages

• Develop and implement pricing strategies and promotional campaigns to maximize conversion and revenue

Cross-functional Collaboration & Enablement

• Lead cross-functional initiatives with Product, Sales, Customer Success, Design, and Acquisition teams to create compelling user experiences and marketing initiatives

• Develop comprehensive sales enablement materials and train customer-facing teams to effectively communicate product value

• Create and maintain advanced marketing collateral, product documentation, and enablement resources

• Mentor and guide junior marketing team members

Research & Analytics

• Lead advanced user research and feedback campaigns to ensure our products meet evolving market needs

• Monitor, analyze, and report on key product metrics and marketing performance to drive data-informed strategic decisions

• Turn customer feedback into compelling case studies and testimonials, influencing Plum's brand presence on various review platforms

• Evaluate progress using relevant KPIs and feedback from existing and prospective customers

Content & Communication Excellence

• Lead content strategy across various online and offline mediums including email campaigns, notifications, blogs, and in-product messaging

• Translate complex product features into compelling user benefits and value propositions

• Ensure consistent brand voice and messaging across all customer touchpoints

Requirements

Experience & Background

• 5+ years of experience in Product Marketing, Growth Marketing, or related roles, preferably in mobile-first product companies

• Proven track record in leading successful product marketing campaigns with measurable impact on user acquisition, activation, and engagement metrics

• Strong experience in the healthcare, insurance, or HR tech space is highly preferred

• Experience with B2B and B2C marketing strategies in the Indian market

Technical & Analytical Skills

• Advanced experience with marketing automation tools and analytics platforms

• Proficiency with mobile marketing platforms (CleverTap, MoEngage, or similar)

• Strong understanding of product metrics, growth frameworks, and funnel optimization

• Comfortable using content management tools and marketing technology stack

• Knowledge of design tools is a bonus

Strategic & Leadership Capabilities

• Demonstrated ability to develop and execute comprehensive go-to-market strategies

• Experience in pricing strategy development and competitive positioning

• Strong stakeholder management and cross-functional leadership skills

• Proven ability to influence without authority and drive consensus across teams

Essential Skills

• Strategic Thinking: Ability to see the big picture while executing on tactical initiatives

• High Customer Empathy: Deep understanding of customer needs and ability to create delightful experiences

• Communication Excellence: Robust written and verbal communication skills with ability to present to senior leadership

• Data-Driven Decision Making: Strong analytical capabilities with ability to translate data into actionable insights

• Collaboration & Leadership: Excellent project management and team leadership abilities

• Adaptability: Comfort working in a fast-paced startup environment with changing priorities

• High Agency: Self-driven approach with ability to identify opportunities and drive initiatives independently

What Success Looks Like

• Significant improvement in key product adoption and engagement metrics

• Successful launch and scaling of new product initiatives

• Enhanced brand positioning and competitive advantage in the market

• Strong cross-functional relationships and influence across the organization

• Measurable impact on revenue growth and customer satisfaction