Product Marketing Manager
About the job
- 5+ years of experience in product marketing or a closely related role, ideally in a consumer technology environment.
- Exceptional writing skills and the ability to make complex products clear, compelling, and trustworthy.
- A track record of developing positioning and messaging and leading go-to-market strategy for new or evolving products.
- Hands-on experience writing lifecycle communications that support onboarding, engagement, retention, or reactivation.
- Strong audience orientation and a practical approach to using qualitative and quantitative insights to make decisions.
- A track record of setting measurable goals, designing experiments, and using adoption, engagement, conversion, and revenue data to evaluate impact.
- Comfort operating autonomously in a fast-moving environment, creating structure from ambiguity, adapting as priorities shift, and building buy-in across teams.
- Build a deep understanding of audiences—their needs, motivations, perceptions, and sources of confusion—and use those insights to shape product and marketing decisions.
- Define and test differentiated positioning, value propositions, naming, and messaging.
- Write clear, compelling customer-facing copy for product launches and lifecycle communications.
- Lead go-to-market and lifecycle plans that drive discovery, activation, and repeat engagement.
- Bring audience and market insight into product development, from early strategy through launch and iteration.
- Define success measures, design experiments, and use adoption, engagement, conversion, and revenue data to evaluate impact and adjust the strategy.
- Experience marketing products in benefits, healthcare, Medicare, financial technology, or another complex or highly regulated consumer category.
About the company
Propel builds and operates a free mobile app called Providers that helps low‑income Americans manage welfare benefits, save money, and earn income. The app provides instant EBT balance checks, removing the need to call a help line, and offers personalized coupons, resources, and job postings that fit different schedules, from gig work to full‑time roles. Propel likely earns revenue through partnerships with businesses that supply the tailored deals and job opportunities featured in the app, while keeping the service free for users across all 50 states and 3 territories. A key goal is to raise awareness about Medicaid churn during post‑pandemic unwinding and to meet users where they already are to help them navigate the safety net more effectively.
Company Size
51-200
Company Stage
Grant
Total Funding
$88M
Headquarters
New York City, New York
Founded
2014
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Simplify's Take
What believers are saying
- Propel’s 2025 impact report showed $11,907,650 funds distributed and growing utility.
- The 2026 AI Residency is philanthropically funded, lowering near-term cash pressure.
- State venture initiatives and free agency tools can expand institutional partnerships quickly.
What critics are saying
- SNAP and Medicaid policy changes in 2026-2027 can shrink user trust and usage.
- State agencies can build similar benefits tools in-house, weakening Propel’s differentiated access.
- If interchange or marketer revenue dips, the free-app model loses funding.
What makes Propel unique
- Propel reaches over 25% of EBT cardholders nationwide, a rare distribution moat.
- Its free app now covers balances, offers, benefits updates, and security.
- Propel’s state-ventures team sells agency support, amplifying product pull-through.
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Benefits
- Health Insurance
- Dental Insurance
- Vision Insurance
- Wellness Program
- Mental Health Support
- Paid Vacation
- Unlimited Paid Time Off
- 401(k) Company Match
- Fertility Treatment Support