Product Marketing Lead - Wishlink

Location: Gurugram

Reports to: Head of Product

Function: Product Marketing

About the Role

Wishlink is looking for a Product Marketing Lead to own how our products get positioned, launched, and adopted - by creators and by brands, of our shopping/link tools. This is not a brand or performance-marketing role. It is a product-embedded PMM function: you sit inside Product, work off the roadmap, and are accountable for how well the market understands and adopts what we build.

You will be the connective layer between Product, Growth, Sales/BD, and Creator/Brand-facing teams - translating what we are building into why it matters, who it is for, and how it should be positioned, packaged, and launched.

- You will be a core stakeholder to product planning and roadmap reviews

- Your success metrics are tied to adoption, activation, and retention of features

- You partner closely with Marketing, Creator Ops, and Brand teams for downstream execution (campaigns, content, comms)

What You will Own

1. Positioning & Narrative:

- Define and continuously sharpen how Wishlink's core products (creator storefronts, link-in-bio commerce, brand collab tools, etc.) are positioned to each audience segment - creators, brands, and end shoppers.

- Own competitive intelligence: track how competing creator-commerce and link-in-bio platforms position themselves, and translate that into sharper differentiation.

2. Go-to-Market for Product Launches:

- Build and run GTM plans and playbooks for new features and product lines - from beta through general rollout, build repeatable GTM plans.

- Define what "success" looks like for a launch (activation rates, feature adoption, comms performance (open/opt-out/fatigue), creator lifecycle progression) and work with Product/Data to instrument tracking before launch, not after.

- Decide sequencing and rollout strategy (creator segment first vs. brand-side first, phased vs. big-bang) in partnership with Product and own feature adoption post launch with product.

3. Translating Insights into Product:

- Run structured research (creator interviews, brand feedback loops, win/loss analysis on brand collab deals) and feed insights to influence roadmap prioritization.

- Own the feedback loop: own the foundational segmentation work & feedback loop - cohorts, personas, JTBD, behaviour clusters.

4. Enablement:

- Arm Creator Ops, Brand Partnerships/Sales, and Support with the positioning, FAQs, objection-handling, and talk tracks they need for every launch.

- Ensure internal teams understand new features before external audiences do.

5. Messaging & Content Direction (in partnership with Marketing/Brand):

- Write the core narrative and key messages for launches; partner with Marketing/Content/Design teams to execute the campaign layer.

- Defining streams that will sit with the PMM team (what and why).

6. Creator Communication - End to End, In-App and Off-App:

- Own the creator communication system end to end - in-app, push, WhatsApp, and email - as one connected journey, not disconnected channel-by-channel sends.

- Define the channel strategy: what goes where, why, and how messages are sequenced so creators get a coherent story instead of contradictory or repetitive pings.

- Own segmentation logic (tier, activity, geography, tenure) in partnership with Data/Growth, and the tone/voice standards comms should follow.

- Set up measurement for the system as a whole (read rates, opt-outs, PN fatigue) and use it to keep improving the strategy - not just reporting numbers.

- Build the reusable playbook (channel-selection rules, escalation vs. routine-update logic) so this scales without you touching every message.

7. Team Management and Leadership:

- Build and lead the product marketing function at Wishlink - starting as an individual contributor with a clear path to hiring and managing a small team (associates/PMMs) as scope grows.

- Set the standards for how PMM work gets done at Wishlink - templates, review process, quality bar - so the function scales without quality dropping as headcount grows.

- Manage up and sideways as much as down: align Product, Growth, and Creator/Brand leadership on priorities even where you have no formal authority over them.

What We are Looking For

- 5 - 9 years in product marketing, with at least 2+ years in a role where PMM sat close to or inside a Product org (not a pure brand/campaigns background).

- Team management prior experience is needed (at least 2 years).

- Experience in consumer internet, marketplace, creator economy, or commerce businesses strongly preferred - you should already understand two-sided marketplace dynamics (creators/brands, buyers/sellers, supply/demand).

- Track record of owning launches end-to-end - not just writing the messaging doc, but defining success metrics, working with data/analytics on instrumentation, and being accountable for adoption numbers.

- Comfortable operating with ambiguity and moving fast; this is a startup environment, not a big-company PMM seat with a large team beneath you.

- Bonus: prior experience in a creator-economy, influencer marketing, social commerce, or link-in-bio/commerce-tooling company.