Responsibilities

• Own cohort activation orchestration: for each priority subscription cohort, define what we say, on which surface, in what sequence, and what we are testing across in-app, email and CRM, push, paid, and web, then hold partner teams to that plan.
• Serve as the direct marketing counterpart to Product for software and AI feature releases, owning positioning, distribution, and review of in-app messaging for features that ladder into subscription conversion.
• Translate the established messaging system into cohort- and release-level language for new features, tiers, and campaigns. The macro messaging system stays owned upstream; this role carries it into each release and audience.
• Own subscription demand outside the app, reaching hardware owners who are not subscribers and are not active users, across paid, email, web, and partner surfaces.
• Plan subscription go-to-market across the customer lifecycle, from free trial through upgrade and retention, with lifecycle and CRM as surfaces the plan runs on. Journey execution stays with the lifecycle team.
• Own the post-tentpole subscription marketing plan for each major event (Prime Day, Prime Big Deal Days, Holiday), built into the event plan rather than handled after the fact.
• Working from the established cohort framework, identify and validate which product use cases drive subscription value for each cohort; partner with Data Science to translate propensity and LTV scoring into activation priorities and campaign targeting.
• Move realized premium tier mix through offer construction, articulation, and bundling, working against the tier and pricing architecture set by Product; take over hardware and software bundle optimization from Product following initial launch.
• Design and run subscription paid media tests with the central media team and the Creative Strategy Lead; scale only what testing validates. Ongoing paid media investment for subscription is not currently approved and is earned through test results.
• Extend subscription growth marketing to adjacent segments and partner teams as those opportunities are approved; no adjacent segment sits in current scope.

Requirements

• Bachelor's Degree
• 7+ years in product marketing, subscription growth, or growth marketing (consumer preferred).
• Demonstrated PMM chops: positioning, messaging, audience activation, and go-to-market for software or feature releases that measurably improved attach, conversion, or upgrade rate.
• Experience owning a cross-functional activation plan that multiple execution teams delivered against without direct reporting authority.
• Experience running paid media tests in partnership with a central media team or agency, and building the case that earned incremental investment.
• Experience designing and leading an experimentation agenda, scrappy enough to launch a lean test and disciplined enough to scale a validated winner to enterprise rollout.
• Strong subscription messaging and positioning: can apply an established value framework into clear, tier-differentiated language by cohort, and can hold the pen when many stakeholders have an opinion.
• Analytical mindset and KPI fluency (attach rate, premium tier mix, LTV, cohort retention, conversion funnels); can translate insights into roadmap decisions.
• Strong cross-functional influence across Product, Data Science, personalization and Martech, lifecycle and CRM, channel, Creative Strategy, and central media, with clear respect for owned scope boundaries.
• Test-and-learn operating posture: launches small, reads results cleanly, and scales winners; comfortable with attribution and incrementality tradeoffs.

Preferred

• Smart home, connected devices, consumer apps, or hardware + software + services ecosystems.
• Experience marketing software or AI features into an existing hardware installed base.
• Familiarity with in-app messaging and paywall/upgrade experiences alongside Product teams.
• Familiarity with personalization and Martech stacks (CDP, journey orchestration) as an activation partner rather than an owner, and with briefing centralized teams to scale validated activations.
• Comfort with experiment design limits (sample size, cohort granularity, read time) and with attribution limitations.
• Comfort building lightweight subscription growth systems (briefs, decision logs, offer libraries) that scale learning across teams.