Product Marketer

Product Marketer

Full Time

Location:
Belgium, Braine-L’Alleud (Hybrid)

Languages:
Dutch, French & English

We’re looking for a Product Marketer to define how we position and communicate Aproplan’s product, driving feature adoption, user activation, and commercial impact.

Your mission: turn every product improvement into real-world value for construction teams — clearer onboarding, smoother workflows, higher adoption, stronger retention, and better collaboration between office and site.

You’ll be at the centre of how Aproplan evolves its narrative, how we launch features, and how we scale product usage across our customer base.

• Define the “why” behind each feature and translate it into simple, compelling stories that resonate with construction professionals
• Build clear positioning and messaging frameworks for new features, workflows, and use cases
• Turn technical capabilities into customer value, real-world benefits, and on‑site efficiencies

• Plan and execute release communications
• Prepare internal teams for upcoming updates with clear benefits and impact
• Partner with product to provide market insight and support roadmap discussions

• Own the UX communication layer: in‑app onboarding flows, tooltips, help docs, product tours
• Improve activation by helping users understand how to get value quickly
• Collaborate with Product and UX on user journeys, activation funnels, and feature discovery

• Create and maintain product marketing assets: product pages, onboarding content, customer stories, competitive benchmarks, training decks
• Equip Sales and Customer Success with pitch decks, feature sheets, and demo scripts
• Support internal teams with clear narratives before major releases

• Run interviews with users and buyer roles in key segments
• Consolidate insights into actionable recommendations for product, marketing, and sales
• Build and maintain a structured feedback loop between customer‑facing teams

• Collaborate closely with Product, Sales, CS, and Marketing teams
• Ensure a unified story across teams and channels
• Act as the link between what we build and how we sell it

• A clear understanding of the customer base and its strongest patterns
• A documented assessment of current messaging gaps and inconsistencies
• Deep dive into Aproplan: product, workflows, personas, industries
• Shadow Product, Customer Success, and Support to understand real customer use cases

• Contribute to your first feature launch: narrative, messaging, onboarding assets
• Produce your first success story or internal enablement kit
• Delivery of an Aproplan Positioning Guide covering ICP, personas, messaging, and value drivers
• A simplified and improved mid‑funnel journey based on this work

• Sales teams equipped with standardised materials and using them consistently
• Lead full GTM cycles for major features — from positioning to distribution
• Internal clarity around how the product should be described to the market
• Create product pages, onboarding flows, launch kits, email campaigns, use‑case content, and product videos

• 3+ years of experience in Product Marketing in SaaS
• Based in Belgium and willing to work 2 to 3 days a week in our offices in Braine‑L’Alleud
• Excellent communication skills in Dutch, French and English, with strong written communication
• Experience with user onboarding, feature adoption, or UX‑driven communication
• A storyteller with the ability to make complex features simple and valuable
• Product‑curious: you love digging into features, testing workflows, and speaking with users
• Collaborative, comfortable working cross‑functionally with Product, CS, and Sales

• Experience in construction, proptech, field collaboration, or operational workflows
• Familiarity with onboarding tools, analytics tools, or in‑app messaging platforms
• Experience in a scale‑up or high‑velocity SaaS environment