Senior Product Marketer B2B at Praktikum

Currently, Yandex Praktikum is already a large company with five areas of training, a thousand employees, and tens of thousands of graduates. But it all started with a dozen caring people who were sure that education is not only about a new job, salary, and remote work. It's about taking responsibility for your life, socio-economic autonomy, and the desire to discover new things.

Praktikum is not standing still and is actively developing. We are looking for a Product Marketer for the corporate online learning stream. The division develops solutions for companies: training employees at the employer's expense and under corporate terms. Target audiences are HR, L&D, team leads, and company employees.

This is a role at the intersection of product, marketing, and analytics: you will need to research markets and customers, develop positioning, grow funnel conversions, launch special projects, and test scaling hypotheses.

What tasks await you

Market, target audience, and competitor research Your goal: to deeply understand B2B clients and end users of training, identify growth points and purchase barriers. You will conduct research on B2B and B2B2C segments, segment target audiences, study their motivations and barriers. You will also need to perform competitive analysis (of products, positioning, offers, acquisition channels, etc.), generate insights, and turn them into marketing and product hypotheses.

Conversion growth and user journey improvement Your goal: to increase funnel efficiency — from the first touch to purchase and reuse. You will need to describe and update CJM for each target audience (HR/L&D, team leads, employee-users), analyze bottlenecks in the funnel, find growth points, and form hypotheses (offers, activation mechanics, trigger communications, content, etc.). In addition, you will launch A/B tests and experiments, work with analytics, and collaborate with product, sales, content, and performance teams.

Positioning, offers, and marketing special projects Your goal: to create strong marketing packaging and launch initiatives to grow acquisition, retention, and reactivation of B2B clients. You will develop and update value propositions, solution positioning, segment-specific offers, product messaging, oversee the launch of special projects, and develop marketing mechanics (promotions, loyalty programs, corporate packages).

Partnerships and channel scaling You will need to find new growth channels and scale acquisition through partnership and alternative models, find and develop partnerships, test new acquisition channels, as well as develop scaling mechanics (referral programs, internal ambassadors among clients, community mechanics).

We expect you to

• Can demonstrate proven cases of increasing conversions and impacting key metrics through hypothesis testing, applying new mechanics and tools
• Know digital marketing channels and tools, understand which goals are addressed in which channels as part of a comprehensive product promotion and how to evaluate the effect of activities implemented in them
• Have confident knowledge of marketing analytics, can work with Google Analytics and Yandex.Metrika, have worked with end-to-end analytics
• Can work with cross-functional teams in matrix-structured organizations
• Independently determine your priorities important for achieving goals, build the work process, and take responsibility for the result

Will be a plus

• Have worked with educational projects
• Have experience working in a distributed team