Product Marketing Manager

About the Role

Character.AI aims to build the future of AI entertainment, providing personalized and engaging AI experiences. To achieve this, they need a product marketing leader who will own the launch, messaging, and overall presence of Character.AI across all user touchpoints, including app stores and within the product itself. The PMM will lead go-to-market strategies for product launches, manage App Store Optimization (ASO) for iOS and Android, and craft in-product copy to drive conversion for monetization features. This is the first dedicated PMM hire for Character.AI, reporting to the Head of Growth Marketing and defining the function from scratch.

Responsibilities

• 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
• 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
• 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

Qualifications

• 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)
• International ASO or localization experience