Product Marketing Manager, International

Product Marketing Manager, International (Viator)

London, UK

Product Marketing Manager, International I Viator

About Tripadvisor

The Tripadvisor Group connects people to experiences worth sharing, and aims to be the world’s most trusted source for travel and experiences. We leverage our brands, technology, and capabilities to connect our global audience with partners through rich content, travel guidance, and two-sided marketplaces for experiences, accommodations, restaurants, and other travel categories. The subsidiaries of Tripadvisor, Inc. (Nasdaq: TRIP), include a portfolio of travel brands and businesses, including Tripadvisor, Viator, and The Fork.

TAG Experiences is redefining how travelers discover and book experiences globally. As the strategic architect for our 2026 international growth, the Product Marketing Manager (PMM) will be responsible for expanding our Total Addressable Market (TAM) by directing marketing resources, aligning sales efforts, and providing the R&D roadmap with the market intelligence necessary to win against entrenched local competitors.

Currently, our 80% revenue concentration in the U.S. poses a significant risk and acts as a ceiling to our growth. To achieve our goal of 10% global TAM share, we must look beyond the U.S. market. The PMM will drive this expansion by analyzing competitor gains, translating market-specific friction into R&D requirements, and organizing granular, country-specific marketing structures.

Job Location:

Hyrpid

This role is a hybrid position in London, UK. Travel to company offices is expected 1-2 days per week.

Strategic Market Intelligence & Prioritization

Define the  Win  Strategy:Analyze why competitors like Get Your Guide  are gaining share and direct resources to close those gaps.

Prioritize R&D Efforts:Translate market-specific friction—such as the 15-25% lower conversion on multi-lingual sites—into prioritized requirements for localized features like native language filters and regional payment methods.

Data-Driven

Roadmap:

Use data to rank problems and opportunities by impacted audience size and confidence, ensuring engineering pods work on high-leverage international features.

Go-to-Market (GTM) & Marketing Orchestration

Resource Direction:Organize the efforts of SEM, SEO, and Content teams to move from coarse non-English accounts toward granular, country-specific structures that increase click share.

Localized Content:Direct the creation of stand-alone SEM landers and content incorporating regional idioms and cultural references to improve SEO and trust.

Funnel Optimization:Oversee all funnel metrics—from increased traffic to supplier signup pages to getting more products live—ensuring teams prioritize the most effective opportunities.

Sales Enablement & Supply Growth

Supply Gap Identification:Assist Sales and Destination Management teams in identifying high-demand supply gaps, such as FIGS-language tours in Rome.

Asset Development:Develop geo-specific landing pages and assets for the Sales engine to address local supplier objections and highlight growth opportunities.

Cross-Functional Orchestration

Operational Leadership:Serve as the  glue  between R&D, Marketing, and the Supply Org to ensure international initiatives are built into quarterly roadmaps.

Integrated Strategy:Ensure all channels work together to amplify adoption and support critical international supply priorities.

Top-of-Funnel Conversion:Measurable increase in international site traffic and account creation.

Bottom-of-Funnel Conversion:Increase in product creation initiation and the number of products that go live.

Market Share:Progress toward the 10% global TAM share target.

Experience:10+ years in marketing (per AD standards) with a focus on product marketing and international GTM strategy.

Strategic Thinking:Proven ability to translate business objectives into effective multi-channel campaign strategies.

Cross-Functional Leadership:Demonstrated ability to lead through influence and collaborate with Product, Sales, Data, and Engineering teams.

Analytical Rigor:Deep experience using data to prioritize opportunities and manage performance dashboards.

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