Product Marketing Lead

We are hiring a Product Marketing Lead to own go-to-market for our software products. Penstack builds and operates its own products — including AlecerPay, a cross-border payments product, and Verse, a presentation application — alongside software we deliver for clients in healthcare, fintech, and logistics. Until now, our products have grown mostly through referrals. Your job is to change that.

This is a hands-on, end-to-end marketing role. You'll define positioning, build the acquisition engine, write the copy, run the campaigns, read the numbers, and tell us what's working. You'll be the first dedicated marketer, so you'll set the strategy and execute it, and you'll work directly with the founder and the product design teams.

This is not a brand-awareness or social-media-only role. You're a marketer who understands how software gets bought: how a fintech buyer evaluates a payments product, how a SaaS user goes from a landing page to an activated account, and how to prove that a campaign moved revenue rather than just impressions.

If you've taken a B2B or fintech product to market, built a funnel from nothing, and can show the numbers, this is the role for you.

Positioning & Go-to-Market

• Own positioning and messaging for each Penstack product. Understand who buys it, what they compare it to, and why they should pick us — and turn that into clear, differentiated messaging.

• Plan and run product launches: launch narratives, landing pages, announcement content, and sales enablement material.

• Define ideal customer profiles and buyer personas per product, and keep them current through customer interviews and market research.

Demand Generation & Growth

• Build and run the acquisition engine: SEO and content, paid campaigns (Google, Meta, LinkedIn), email nurture, partnerships, and community.

• Own the funnel end-to-end — from first touch to signup, activation, and retention — and work with product to fix leaks.

• Manage marketing budget and channel mix; scale what works, kill what doesn't.

Content & Brand

• Write and edit everything that ships: website copy, product pages, case studies, blog posts, email sequences, ad creative, and pitch materials.

• Turn client work and product wins into case studies and proof points.

• Keep the Penstack brand consistent across products, the website, and social channels.

Measurement & Reporting

• Set up and maintain analytics (CRM/email tooling) so every campaign is measurable.

• Report weekly on pipeline, CAC, conversion rates, and channel performance, with clear recommendations.

• Run experiments — on pages, messaging, and offers — and document what you learn.

Core Experience

• 1–4 years in marketing for software products, like B2B SaaS, fintech, or a related technical product. You've owned outcomes, not just deliverables.

• A track record you can show. Campaigns you built, funnels you improved, launches you led — with numbers.

• Product marketing fundamentals: positioning, messaging frameworks, competitive analysis, persona development, and launch planning.

Demand Generation

• Paid acquisition on at least two of Google Ads, Meta, and LinkedIn. You've managed budgets, optimised for cost-per-lead or CAC, and know when a channel isn't worth it.

• SEO and content marketing: keyword research, on-page SEO, content planning, and measuring organic growth.

• Email marketing and lifecycle: nurture sequences, onboarding flows, segmentation, and deliverability basics.

Writing & Content

• Strong writing. Clear, direct, and persuasive across formats — from a 6-word headline to a 1,500-word case study. Portfolio required.

• Comfortable briefing designers and working in tools like Figma, Canva, or Webflow for landing pages and creative.

Analytics & Tooling

• Analytics: GA4, Search Console, and at least one attribution or product-analytics tool (Mixpanel, PostHog, Amplitude, or similar).

• CRM and automation: HubSpot, Mailchimp, Brevo, or equivalent. You can build a workflow without a developer.

• Comfortable with spreadsheets, dashboards, and explaining what the data means to non-marketers.

Work Style

• Ownership: You'll be the first marketer. You're comfortable operating without a playbook, setting your own priorities, and being accountable for results.

• Async communication: You write clear updates, document decisions, and don't need a meeting to move things forward.

• Product curiosity: You want to understand how the software works well enough to explain it convincingly to a buyer.

• Commercial judgment: You think in terms of pipeline and revenue, and you can tell the difference between activity and progress.

Domain

• Fintech or payments marketing experience is strongly preferred — you understand the trust, compliance, and regulatory sensitivities of marketing a financial product, especially cross-border.

• Familiarity with the Nigerian and wider African SaaS and fintech landscape, plus how to reach international buyers.

Nice-to-Haves (Not Required, But Valued)

• Experience marketing in regulated spaces (healthcare, fintech) where claims must be accurate and compliant.

• Experience marketing a services or agency business alongside products.

• Community or partnership marketing (developer communities, industry associations, channel partners).

• Understand video or short-form content production.