Product Marketing Manager (Product Adoption)

About Company

Keka has been a silent revolution in the making since our launch 7 years ago. Our steadfast focus on building an employee-centric HR platform was well received by more than 8500 businesses across India and the world. Today we are India s #1 platform in the segment with the greatest number of new customers adopting the platform. All with zero advertising spend and pure customer love. We are an organization built by our employees. The passion and the extreme ownership that our people bring to the table are contagious. We don t hide our shortcomings and we aren t afraid to ask for help. When we fail, we learn, adapt, and do better in the future. This open culture encourages our people to innovate, regardless of their function and across departmental boundaries.

Job Description

Objective: Drive product adoption by integrating strategic marketing, user-centric documentation, and persuasive product copywriting.

Key Responsibilities

1. Product Adoption

Develop and execute product adoption strategies, including onboarding flows and feature discovery campaigns.

Identify user personas and map their adoption journeys to uncover aha moments.

Collaborate with product teams to refine features based on user feedback.

Design and implement Go-To-Market (GTM) strategies for new features or products.

2. User-Centric Documentation

Create detailed onboarding guides, API documentation, and troubleshooting manuals.

Ensure documentation aligns with user needs and technical accuracy.

Develop content that simplifies complex technical concepts for non-expert users.

Update documentation based on feedback from users and support teams.

3. Product Copywriting

Craft persuasive copy for product, onboarding journey, in-app notifications and product tours.

Write targeted content that highlights key features and benefits for different user personas.

A/B test messaging to optimize conversion rates during the adoption journey.

4. Data-Driven Decision Making

Analyze key metrics such as activation rates, retention rates, and time-to-value (TTV) to optimize strategies.

Use analytics tools like Mixpanel, among others to track user behavior and engagement.

5. Cross-Functional Collaboration

Work closely product teams to align efforts toward increasing adoption rates.

Foster a culture of collaboration to ensure cohesive messaging and execution.