• Own Airalo's product narrative: define clear, differentiated positioning for each product and customer segment (B2C travelers, B2B partners, enterprise). • Develop and maintain a messaging framework that scales across channels, markets, and languages. • Ensure consistency between product value and how it's communicated externally. • Lead GTM planning for new products, features, and market expansions — from strategy through execution. • Partner with Growth, CRM, and Partnerships to design integrated launch plans with clear goals, channels, and success metrics. • Where relevant, develop partner-specific GTM motions in coordination with the Partnerships team. • Build and maintain a deep understanding of Airalo's customers, segments, and buying behaviors. • Commission and synthesize market research, competitive analysis, and customer feedback to inform product and marketing strategy. • Serve as the internal voice of the customer across Product, Marketing, and Leadership. • Drive strategies to increase activation, engagement, upsell, and retention across the customer lifecycle. • Work with CRM, Growth, and Product to design lifecycle campaigns grounded in product value and behavioral data. • Identify and close gaps between product capability and customer awareness/usage. • Partner with Product Management on roadmap planning to ensure marketing is integrated early. • Define launch tiers and coordinate cross-functional readiness across Marketing, Support, Sales, and Partnerships. • Own launch retrospectives and continuously improve the launch playbook. • Equip Growth, CRM, Partnerships, and Customer Support with positioning guides, competitive battlecards, objection-handling materials, and product updates. • Ensure internal teams can speak confidently and accurately about Airalo products. • Build a cadence for keeping teams current as the product evolves. • Develop structured training programs so that customer-facing teams deeply understand the product. • Create onboarding materials for new hires in GTM roles. • Partner with L&D (if applicable) to scale training delivery.

• Produce launch and sales enablement materials (one-pagers, slide decks, FAQs, email copy) from established messaging and clear direction. • Support go-to-market execution for the Inkwell launch and across the portfolio: keep deliverables moving, track timelines, and handle the coordination that keeps launches on schedule. • Talk to educators and district leaders. • Run customer and win/loss interviews, gather customer stories, and synthesize what you hear so the team can act on it. • Maintain competitive intelligence by tracking what other curriculum companies are doing and keeping it organized and current for the team. • Draft copy and messaging grounded in how educators and district leaders actually think, refined together with the team.

• Lead product marketing for the product launches — partner with Product, Sales, and Marketing to define positioning and messaging, build the go-to-market plan, and drive launch readiness end to end. • Own and develop messaging frameworks across the product portfolio, grounded in real audience and market research, and keep messaging consistent across every internal and external touchpoint. • Build the materials that enable Sales and Customer Success — pitch decks, one-pagers, battle cards, and the tools that translate product value into the language district buyers actually use. • Coordinate go-to-market planning and execution across teams — gathering inputs, clarifying priorities, and keeping launches aligned and on schedule. • Run win/loss interviews, competitive analysis, and qualitative customer research, then synthesize and share findings so they actually shape strategy and future PMM work. • Carry marketing for Inquiry Journeys and the broader portfolio as priorities shift across the year.

• Own CreativeX's positioning and messaging. You'll define how the market understands CreativeX — not just what the platform does, but why it matters and why now. You'll build messaging frameworks that work across a multi-persona audience: Insights and Analytics teams who care about attribution and opportunities to apply learnings at scale, Marketers and Commercial leaders who care about revenue and growth, Media teams that care about campaign performance, and Content and Creative teams that care about scaling big ideas and delivering effective assets. • Drive product launches that deliver growth and discussion. You'll own the launch process end-to-end - from early collaboration with Product and Engineering through to go-to-market execution with Sales and Customer Experience - and drive awareness, pipeline, sales, and adoption. Every launch should have a clear narrative, a measurable objective, and a plan that translates product innovation into commercial success. • Build competitive intelligence into a strategic asset. Our market is competitive and shifting fast. You'll develop and maintain a structured competitive intelligence program that gives Product and GTM the tools we need to win and differentiate. • Enable growth with content and tools that get used. You'll develop sales enablement content - pitch decks, one-pagers, objection handling guides, ROI frameworks — that accelerate deal velocity and improve win rates. You'll build tight feedback loops with Sales so that enablement stays grounded in what buyers actually ask and care about. • Translate technical depth into compelling storytelling. CreativeX's platform is sophisticated — AI-powered creative scoring, quality measurement at scale, deep integrations across the digital media ecosystem. You'll work closely with Product and Engineering to understand what's being built, then translate that into language a CMO and a marketing analyst both find compelling — without losing precision for either. • Set a high bar for content quality. Everything PMM produces — a launch blog post, an analyst briefing, a competitive one-pager — should reflect CreativeX's voice: clear, confident, and free of marketing jargon. You'll care about craft. • Support partner and co-marketing narratives. As CreativeX's partner ecosystem grows, you'll develop positioning frameworks and co-marketing assets that articulate joint value with technology and platform partners — helping the business show up consistently and compellingly in partner contexts.