Product Marketing Manager

About the role

At Character.AI , our mission is to build the future of AI entertainment, giving everyone access to personalized, engaging AI experiences. To bring that mission to the world, we need a product marketing leader who can own how we launch, how we message, and how we show up-in app stores, inside our product, and across every surface users encounter. As PMM, you will lead go-to-market for product launches, own ASO performance across iOS and Android, and write the in-product copy that drives conversion across our monetization surfaces. You'll partner with Monetization PMs (who own revenue strategy, pricing, and channel P&Ls) to translate their decisions into compelling user-facing messaging. This is Character's first dedicated PMM hire. You'll report to the Head of Growth Marketing and sit at the center of Product, Growth, and Creative-defining the function from the ground up.

Responsibilities

• Go-to-Market Strategy
• Lead GTM end-to-end for product launches: positioning, messaging, launch plans, cross-functional timelines, and branded campaigns
• Own the c.ai + subscription promo calendar: plan and execute deals, discounts, and trial offers timed to brand moments, cultural moments, and product launches
• Conceive and execute branded campaigns that build awareness, drive trial, and reinforce Character's brand with consumers
• Build and maintain the positioning framework: product positioning, competitive messaging, and value propositions that evolve with the product and market
• Monitor the competitive landscape: track competitor positioning, pricing, and marketing to inform messaging and differentiation
• Define success metrics for every launch and build repeatable playbooks from learnings
• App Store Optimization (ASO)
• Own app store listing performance across iOS and Android: keyword strategy, metadata optimization, conversion rate optimization, and ranking tracking
• Lead creative collaboration with the design team to ensure screenshots, preview videos, and descriptions are high-converting and brand-aligned
• Own app store promo submissions and execution: feature nominations and promotional placements with Apple and Google, aligned with the GTM and subscription promo calendars
• Own custom product page (CPP) strategy and execution: build, test, and iterate on tailored store experiences for different audiences, campaigns, and channels
• Own ASO localization across international markets: localized keywords, metadata, screenshots, and descriptions
• Set ratings & reviews strategy: define the approach for review solicitation and sentiment monitoring; partner with support to execute
• Report on ASO performance: impression-to-install conversion, keyword rankings, CPP performance, and promo impact
• In-Product Monetization Copy
• Write and own conversion copy across monetization surfaces: subscription upsells, paywall modals, upgrade prompts, pricing pages, and free-to-paid nudges-hands on keyboard
• Craft the narrative arc of the free-to-paid journey: ensure every touchpoint reinforces the value of Character+ and moves users toward conversion
• Partner with Monetization PMs to translate their decisions into compelling user-facing messaging
• Run and interpret A/B tests on in-product copy to improve upgrade rates, reduce churn, and optimize conversion
• Maintain a copy system for monetization surfaces: a library of tested headlines, CTAs, and value prop messaging the team can draw from and iterate on

Requirements

• 5-8+ years of product marketing experience at a high-growth consumer tech, AI, or subscription-based company
• Proven track record of leading product launches and branded campaigns that drove measurable adoption, engagement, or revenue
• Strong hands-on copywriter: you've personally written in-product copy that drives conversion-upsell flows, paywalls, pricing pages
• Deep ASO experience: you've owned app store listing performance, keyword strategy, and creative testing on iOS and/or Android
• Experience owning a promotional or launch calendar and coordinating cross-functional execution against it
• Exceptional storytelling skills: you can distill nuance into punchy, clear messaging across marketing and product surfaces
• Strong analytical chops: comfortable with A/B testing, funnel metrics, and using data to refine copy and positioning
• Deep cross-functional instincts: you know how to work with PMs, engineers, designers, and data scientists without a playbook
• Scrappy and self-directed- you thrive in ambiguity and move fast without waiting for permission
• You've been an early PMM hire and built the function from scratch
• Experience marketing to Gen Z or community-driven audiences
• Familiarity with AI/ML products, LLMs, or conversational AI
• Background in growth marketing, lifecycle marketing, or product-led growth
• Experience writing conversion copy for subscription or freemium products
• Experience in consumer products with large, diverse user bases (social, gaming, entertainment, or creator platforms)
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