Own the development and evolution of our core ICPs (Mike, Phil, and Enterprise buyer)
Run and synthesise primary research — surveys, user interviews, traction data — into clear, actionable insight that drives marketing decisions
Define Jobs to be Done (JTBD) frameworks for each ICP and translate these into messaging, creative hypotheses, and product priorities
Keep ICP insight live across the organisation — presenting monthly to the whole company
Develop and steward total brand positioning, ensuring coherence across Prosumer and B2B audiences
Own the messaging architecture for each ICP, headlines, value propositions, belief statements, and objection frameworks
Define and shape the category narrative Fyxer occupies
Partner with the Head of Product to align product positioning, roadmap prioritisation, and feature naming with market and customer insight
Lead end-to-end launch planning for new products and features: campaign strategy, messaging, channel sequencing
Create always-on feature adoption frameworks ('top tips', onboarding nudges, milestone moments)

8+ years in product marketing, brand strategy, or a closely adjacent role
Proven track record developing ICP frameworks, messaging architectures, and positioning that have landed in market and driven commercial outcomes
Experience owning product launches end-to-end: strategy, messaging, cross-functional coordination, and performance
Deep familiarity with primary research methods (user interviews, surveys, traction analysis) and the ability to turn insight into clear strategic recommendations
Experience contributing to or leading pricing strategy; not just setting numbers but thinking through positioning and value perception
Exceptional written communication; able to distil complex positioning into crisp, resonant language for any audience
Comfortable with competitive and market analysis — able to synthesise signals into clear strategic implications rather than just tracking what others are doing
Strong cross-functional collaborator; able to build trust and align stakeholders across Product, Sales, CS, and Creative without direct authority
Comfortable presenting to leadership and the whole company with clarity and confidence
Hands-on with AI tools for research, synthesis, and content acceleration
Experience in a fast-scaling tech startup; you thrive with high ownership and low bureaucracy.

Head of Product Marketing

Key skills