Lead Product Marketing Manager

Role Overview

ExpressVPN is seeking a Lead Product Marketing Manager to drive the commercialization of new products and services from concept to market. This role will be responsible for leading product marketing efforts for 0→1 initiatives, helping identify market opportunities, validate customer needs, shape product strategy, and bring innovative privacy, security, and digital freedom solutions to customers worldwide.

Working at the intersection of Product, Research, Design, Growth, and Commercial teams, you will play a critical role in transforming early-stage ideas into successful products. You will define target audiences, uncover customer insights, develop positioning and messaging, lead go-to-market execution, and establish the foundation for long-term growth.

The ideal candidate thrives in ambiguity, enjoys building from scratch, and has a proven track record of launching new products, categories, or businesses.

Key Responsibilities

New Product Incubation (0→1)

• Lead product marketing efforts for new product concepts from ideation through launch and early-stage growth.
• Partner with Product Management to identify and evaluate new market opportunities, customer problems, and business models.
• Conduct customer discovery, market validation, and competitive research to inform investment decisions.
• Develop business cases, customer segmentation frameworks, and market entry strategies for emerging products.
• Act as the voice of the customer throughout the product development lifecycle.
  
  

• Create differentiated positioning, messaging, and value propositions for new products and product categories.
• Translate complex technical capabilities into compelling customer benefits and narratives.
• Develop audience-specific messaging for multiple customer segments and markets.
• Establish foundational messaging frameworks that can scale as products mature.
  
  

• Own end-to-end go-to-market strategy and execution for new product launches.
• Define launch objectives, success metrics, customer journeys, and adoption strategies.
• Coordinate cross-functional launch activities across Product, Engineering, Design, Growth Marketing, PR, Partnerships, and Customer Support.
• Design launch experiments and iterate based on customer feedback and performance data.
  
  

• Develop deep expertise in evolving privacy, cybersecurity, digital identity, online safety, and adjacent markets.
• Conduct customer interviews, usability research, surveys, and market analysis to uncover unmet needs.
• Monitor industry trends, emerging technologies, and competitive movements to identify new growth opportunities.
• Translate insights into recommendations that influence product strategy and roadmap prioritization.
  
  

• Partner with Growth and Lifecycle teams to drive activation, engagement, retention, and monetization.
• Support pricing, packaging, and business model development for new products.
• Establish product-market fit indicators and measure launch performance against key objectives.
• Identify opportunities to scale successful products into meaningful revenue streams.
  
  

• Serve as a strategic thought partner to Product and Leadership teams on new business opportunities.
• Influence product direction through customer, market, and competitive insights.
• Present recommendations and launch performance updates to senior stakeholders and executives.
  
  

• 5+ years of experience in Product Marketing, Product Management, Growth, Strategy, or related roles.
• Prior experience and proven success with launching products in the D2C space.
• Demonstrated success launching new products, businesses, or categories from 0→1.
• Experience working in ambiguous, fast-moving environments with incomplete information.
• Strong customer research and market validation capabilities.
• Proven expertise in positioning, messaging, and go-to-market strategy.
• Excellent strategic thinking, communication, and stakeholder management skills.
• Strong analytical and commercial acumen with the ability to connect customer needs to business outcomes.
  
  

• Experience in cybersecurity, privacy, consumer technology, SaaS, or subscription-based businesses.
• Experience leading product launches across global markets.
• Familiarity with experimentation frameworks, product-led growth, and venture incubation models.
• MBA or equivalent business and startup experience.
  
  

• Successfully launch and scale new products from concept to market.
• Establish clear product-market fit signals and growth trajectories for new ventures.
• Influence product strategy through customer and market insights.
• Create differentiated positioning that drives customer adoption and engagement.
• Generate measurable business impact through successful commercialization of new products.
• Build repeatable go-to-market frameworks for future innovation initiatives.