Product Marketing Manager at Baobabplus

Role Overview

• The Product Marketing Manager will be responsible for developing and executing go-to-market (GTM) strategies for Baobab Nigeria’s suite of financial products, including Instant Card, USSD, Merchant Acquiring, Agency Banking, digital savings, digital lending, and any new products the company may launch.
• You will bridge the gap between product, marketing, and commercial teams ensuring every product is well-positioned, understood, and adopted by the right audience.

Key Responsibilities
Strategy & Positioning:

• Develop and refine product positioning, value propositions, and messaging thatresonate with target audiences.
• Conduct market research and competitor analysis to guide product differentiationand market entry strategies.
• Define customer segments and key use cases for each product line.

Go-to-Market (GTM) Planning:

• Lead cross-functional GTM launches for new products and features, ensuringalignment across product, marketing, and sales teams.
• Develop and manage integrated marketing campaigns that drive awareness,activation, and adoption.
• Support the development of marketing assets (videos, landing pages, productsheets, social ads, etc.) in collaboration with the creative and growth teams.

Product Growth & Optimization:

• Collaborate with the Growth and Product teams to track adoption metrics, userbehaviour, and retention performance.
• Identify opportunities to enhance product experience through feedback, insights,and user data.
• Develop lifecycle communication strategies to increase engagement and reducechurn.

Stakeholder Management:

• Partner with internal teams (Growth, Tech, Risk, Sales, and Customer Experience) to ensure consistent product communication and alignment.
• Support field and agency banking teams with product training, marketing materials,and merchant engagement tools.
• Collaborate with Baobab Group’s regional marketing and innovation teams toensure alignment with group strategy.

Insights & Reporting:

• Monitor key performance indicators (KPIs) across awareness, activation, andretention funnels.
• Produce regular product marketing reports with actionable insights andrecommendations.

Requirements

• Bachelor’s degree in Marketing, Business, Economics, or a related field (MBAor equivalent is a plus).
• 3–6 years of experience in product marketing, growth marketing, or digital financial services.
• Proven experience launching or managing fintech or banking products.
• Strong understanding of the Nigerian financial ecosystem, customer behavior, anddigital channels.
• Excellent communication, storytelling, and analytical skills.
• Proficiency in data analytics, campaign performance tools, and CRM systems.

What We Offer

• A dynamic and inclusive work environment focused on innovation and impact.
• Opportunity to shape the future of financial inclusion in Nigeria.
• Competitive compensation and career development within the Baobab Group.