Kuda

Marketing

• Lead the go-to-market (GTM) strategy for all new product launches, ensuring clear positioning, messaging, and multi-channel campaigns
• Own the lifecycle marketing strategy (email, push, in-app), mapping user journeys and defining experimentation strategies to drive activation, feature adoption, retention, and reactivation
• Lead and mentor a team of four people with scope to grow, covering product marketing and CRM execution, setting clear goals and creating development opportunities
• Collaborate with Product, Performance Marketing, Brand & Comms, and Customer Experience to ensure customers are at the heart of all GTM and lifecycle plans
• Conduct and oversee market research, customer interviews, and competitor analysis to uncover insights and shape messaging
• Translate product features into customer value, creating compelling communications across all touchpoints
• Manage tooling (e.g. Iterable) and processes to ensure lifecycle campaigns are data-driven, measurable and optimised
• Partner with Product and BI & Analytics teams to surface behavioural events and user attributes in the CRM platform - enabling timely, personalized communications, and robust segmentation
• Define and report on KPIs such as activation, retention, churn reduction, NPS, and feature adoption
• Act as the voice of the customer in leadership discussions, ensuring product and marketing strategies align with customer needs

Product and Lifecycle Marketing Lead