Product Marketing Manager

Job Description: Product Marketing Manager

Role Purpose

The Product Marketing Manager will be responsible for shaping and delivering effective product marketing plans for Secret Mode’s published games, helping ensure each title is positioned clearly, promoted effectively and brought to market in a way that connects with the right audiences.

Working closely with Marketing, Communications, Creative, PR, Community, Influencer Relations, Platform Engagement, Commercial, Production, external development partners and senior leadership, the postholder will develop go-to-market strategies, campaign plans, messaging, audience insights and product positioning across assigned titles.

The Product Marketing Manager will act as a central product champion, using market knowledge, player insight and commercial awareness to guide campaign activity, support decision-making and ensure internal teams are aligned around each game’s audience, positioning, key messages and release objectives.

This is a strategic, creative and commercially aware role suited to someone with strong games marketing experience, excellent communication skills, confident stakeholder management and a passion for helping distinctive games reach and engage players.

Product Positioning and Go-to-Market Strategy

· Develop clear product positioning, audience profiles and key messaging for assigned Secret Mode titles.

· Create and maintain go-to-market plans that support announcements, reveals, previews, demos, launches, updates and post-launch activity.

· Use market research, player insight, competitive analysis and platform trends to inform campaign planning and product strategy.

· Work with development partners to understand each game’s features, creative vision, audience, strengths and commercial opportunities.

· Ensure positioning and messaging are understood and applied consistently across marketing, PR, community, influencer, creative and platform activity.

Campaign Planning and Cross-Functional Delivery

· Lead product marketing planning for assigned titles, ensuring campaign activity is coordinated, audience-focused and aligned with publishing objectives.

· Work closely with Communications, PR, Community, Influencer Relations, Creative, Platform Engagement and Commercial teams to deliver joined-up campaign activity.

· Support campaign calendars, marketing beats, asset needs, creative briefs, content plans and stakeholder updates across the publishing lifecycle.

· Coordinate with Production and development partners to align marketing plans with build availability, milestones, approvals and release schedules.

· Help ensure campaign plans are practical, well-timed and responsive to project changes, audience feedback and commercial priorities.

Audience Insight, Market Analysis and Commercial Support

· Gather and interpret market, audience, competitor and player insight to support product marketing decisions.

· Monitor games market trends, genre expectations, platform activity, player behaviour and comparable title performance.

· Work with Commercial and Platform Engagement colleagues to support pricing, promotion, sales opportunities and platform-facing activity.

· Use campaign performance, wishlist growth, store data, community sentiment and other indicators to refine marketing recommendations.

· Prepare clear updates, reports and recommendations for internal stakeholders and development partners.

Messaging, Assets and Partner Collaboration

· Develop and maintain key messaging documents, product briefs, audience summaries, campaign narratives and positioning guidance.

· Brief Creative teams on campaign asset requirements, ensuring materials reflect positioning, tone, audience needs and approved product information.

· Review marketing assets, store copy, trailers, screenshots, social content and campaign materials for accuracy, consistency and audience fit.

· Work collaboratively with development partners to gather information, review materials, manage feedback and maintain alignment on product messaging.

· Support internal teams with clear product context, audience insight and campaign guidance throughout the publishing lifecycle.

Launch, Reporting and Post-Launch Optimisation

· Support launch planning and execution, ensuring marketing activity, assets, messaging and stakeholder communications are coordinated effectively.

· Track campaign performance and post-launch activity, identifying learnings, risks and opportunities for continued engagement.

· Work with Community, PR, Influencer Relations and Commercial teams to understand player response, press impact, creator activity and sales indicators.

· Contribute to post-campaign reviews, reporting and lessons learned activity to improve future product marketing plans.

· Support ongoing update, promotion and lifecycle marketing activity where required.

Key Requirements

· Experience in product marketing, games marketing, publishing, brand management or a similar marketing role within the video games industry or a related creative sector.

· Strong understanding of go-to-market planning, product positioning, audience insight, campaign strategy and launch planning.

· Ability to translate product features, player needs and market insight into clear messaging and compelling campaign plans.

· Experience working with cross-functional teams including PR, Community, Creative, Influencer Relations, Commercial, Platform Engagement and Production.

· Strong communication, presentation and stakeholder management skills.

· Confident using research, analytics, market data and campaign performance insight to inform decisions.

· Excellent organisation skills, with the ability to manage multiple titles, deadlines, campaign plans and stakeholder requirements.

· Passion for video games and an interest in helping distinctive titles reach relevant players and communities.

Person Specification

· A creative and commercially aware marketer who understands how to connect games with the right audiences through clear positioning and meaningful campaigns.

· Strategic and insight-led, with curiosity about players, markets, platforms, genres and the wider games landscape.

· Collaborative and confident working across marketing, communications, creative, commercial, production and development partner teams.

· Highly organised, with the ability to manage several projects, timelines, assets and stakeholder needs at the same time.

· Clear and persuasive in communication, able to turn complex product information into concise, audience-focused messaging.

· Adaptable and solutions-focused when priorities change, campaign timings shift or new opportunities arise.

· Motivated by helping Secret Mode and its development partners bring distinctive, high-quality games to players.