Product Marketing

Scapia! A co-branded credit card that’s out there to make travel happen for people, by converting

their everyday expenses into travel experiences. We’re a bunch of passionate people who work

together, brainstorm and debate with each other, and don’t stop until we’re but proud of our work.

Customer delight tops everything else! We’ve worked hard to create an environment of honesty and

passion that sets everyone up for success.

We are looking for a Product Marketing Lead who can sit at the intersection of consumer, product,

and growth, helping shape what we build and how we take it to the world.

This role is critical in transforming raw customer understanding into product concepts, working

tightly with Product Managers, and building high-impact GTM motions that drive adoption and

sustained usage.

Key Responsibilities

1. Deep Consumer Understanding & Insight Mining

• Dive into user behaviour, signals, funnels, research, reviews, and category patterns to surface sharp insights.
• Translate these insights into product opportunities, problem statements, and hypotheses.
• Represent the “voice of the consumer” in product discussions and roadmap shaping.

2. Product Partnership & Cohesive Build

• Work hand-in-hand with Product Managers through discovery, definition, and validation.
• Shape narratives, user value propositions, feature positioning, and early prototypes to ensure the product is built with clarity and customer resonance.
• Bring external benchmarks and competitive intelligence to inform product decisions.

3. Conceptualising Product Features & Benefits

• Convert product features into simple, compelling consumer-facing concepts that land

instantly.

• Define the product story: what it is, why it matters, who it is for, and how it will be experienced.
• Own naming, messaging frameworks, value articulation, and communication guidelines for

product surfaces.

4. GTM Strategy, Execution, Adoption & Scaling

• Build the complete GTM plan end-to-end: segmentation, positioning, channels, messaging,

creative direction, and multi-touch rollout.

• Partner with growth, design, brand, and CRM to execute GTMs that drive awareness, trials,

and long-term adoption.

• Create sustained adoption loops — education, nudges, lifecycle messaging, in-app moments, habit-building frameworks — not just launch spikes.
• Evaluate and optimise performance through experiments, A/Bs, iteration, and playbooks.

5. Strong Funnel, Data & Measurement Orientation

• Build clarity on the user funnel for each feature: awareness → activation → adoption → repeat usage.
• Identify leading indicators, drop-off points, and opportunities to improve flow and stickiness.
• Work closely with analytics to design dashboards, metrics, instrumentation, and decision

frameworks.

What You’ll Need

• 8–10 years of experience in Product Marketing / Growth / Consumer Insights / Category

Marketing.

• Demonstrated ability to work at the intersection of consumer insight + product + GTM.
• Strong analytical mindset with the ability to diagnose behaviour and funnel issues.
• Hands-on GTM executor who can move from concept → narrative → execution rapidly.
• Excellent written and verbal communication; sharp storytelling.
• High bias for action, ownership, and structured thinking.
• Comfort working in fast-moving product environments and ambiguous problem spaces.
• Ability to work as an IC initially, with the scope to add a team member as the charter expands.

Location: Bengaluru

Role Type: Individual Contributor (with potential to add a team member as the charter scales)