Role Overview
We are seeking an experienced Product Growth Marketing Manager to drive customer acquisition, activation, conversion, engagement and revenue growth for a rapidly scaling international eSIM business.
This is a highly commercial and data-driven role sitting at the intersection of Product, Marketing, Digital and Commercial. The successful candidate will own the customer growth journey from initial acquisition through purchase, activation, repeat usage and retention.
The role requires someone who understands how to grow a digital-first consumer product internationally, using performance marketing, product optimisation, pricing, experimentation, CRM and customer insight to deliver measurable revenue growth.
Key Responsibilities
Growth Strategy & Revenue
- Develop and execute the international growth strategy for the eSIM proposition.
- Own key growth metrics including traffic, conversion, customer acquisition, activation, repeat purchase, retention, ARPU and revenue.
- Identify new growth opportunities across markets, customer segments, destinations and distribution channels.
- Build market-specific growth plans based on customer behaviour, competitive positioning and commercial opportunity.
- Work closely with commercial and finance teams on revenue targets, forecasts and growth investment.
Customer Acquisition
- Drive scalable customer acquisition across Paid Search, Paid Social, SEO, Affiliates, Partnerships and other digital channels.
- Optimise CAC, ROAS, conversion rate and customer lifetime value (LTV).
- Identify the most effective acquisition channels by market and customer segment.
- Work with performance marketing specialists and agencies to continuously improve campaign economics.
Product Growth & Conversion
- Own growth across the complete digital customer journey:
Discovery → Website/App → Product Selection → Checkout → eSIM Installation → Activation → Usage → Top-Up/Repeat Purchase
- Identify friction within the customer journey and implement improvements.
- Lead A/B testing and experimentation across landing pages, pricing, checkout, promotions, onboarding and product messaging.
- Work closely with Product and Technology teams to improve conversion and customer experience.
- Use behavioural and funnel analytics to identify drop-off points and growth opportunities.
Pricing & Proposition
- Analyse competitor pricing, bundles and propositions across international eSIM markets.
- Support development of country, regional and global eSIM packages.
- Test pricing, promotional offers, bundles and incentives to improve conversion and profitability.
- Develop propositions for different customer segments including leisure travellers, business travellers, frequent travellers and international communities.
CRM, Retention & Customer Lifetime Value
- Develop strategies to increase repeat purchase and customer lifetime value.
- Work with CRM teams on email, push notifications, in-app messaging and personalised customer journeys.
- Develop segmentation and lifecycle campaigns based on destinations, travel behaviour, purchase history and usage.
- Drive cross-sell, upsell, recharge and repeat-travel campaigns.
- Develop win-back strategies for inactive customers.
Analytics & Performance
- Build and maintain growth dashboards covering key commercial KPIs.
- Analyse customer cohorts, funnels, acquisition channels and market performance.
- Translate data into clear commercial actions.
- Monitor:
CAC | ROAS | LTV | Conversion | Activation | Retention | Repeat Purchase | ARPU | Revenue | Churn
- Establish a structured test-and-learn programme with measurable outcomes.
International Growth
- Develop growth strategies across multiple international markets.
- Adapt acquisition, pricing, proposition and messaging to local market requirements.
- Identify priority countries and destinations based on demand, profitability and competitive opportunity.
- Work with local and central teams to execute market launches and growth initiatives.
