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.
Role Overview
We are looking for a role in Product Marketing who sits at the intersection of consumer, business, and product — shaping what we build, why it's worth building, and how we take it to market.
This role is responsible for translating deep consumer and market research into sharp positioning, propositions, and compelling narratives. You will work closely with Business and Product teams to push for innovations and features that are strong on both consumer love and market opportunity — the kind that are genuinely differentiated and give Scapia real ammunition to go to market with a story worth telling. You will lead end-to-end GTM — from positioning and launch to adoption, scaling, and sustained usage — and shape Scapia's narrative as a brand that consistently brings unique, consumer-first innovation to the category.
Key Responsibilities
1. Consumer & Market Research
- Run deep-dive research — consumer behaviour, category trends, competitive and market signals — to uncover real opportunity areas.
- Convert research into sharp, well-argued positioning and proposition frameworks, not just insight decks.
- Represent the voice of the consumer and the market in product and business discussions.
2. Partner with Biz & Product to Build Innovation
- Work closely with Business and Product teams to identify and build features and innovations with strong consumer and market fit.
- Pressure-test ideas for both consumer pull and commercial viability before they go into build.
- Push the org toward innovation that's genuinely differentiated — not incremental — and defensible in market.
3. Positioning & Proposition Crafting
- Own positioning and value-proposition craft for every major feature and product line.
- Translate business and product complexity into propositions that are sharp, simple, and consumer-resonant.
- Build reusable messaging frameworks and guardrails for consistency across teams and touchpoints.
4. Storytelling & Brand Narrative
- Build the story around each innovation — what it is, why it's unique, and why it matters to the consumer.
- Ensure every launch reinforces Scapia's narrative as an innovative brand with unique, consumer-first offerings.
- Own naming, messaging, and communication guidelines that carry this narrative consistently.
5. GTM, Adoption & Scaling
- Own GTM end-to-end — segmentation, positioning, channels, messaging, and rollout.
- Partner with Growth, Brand, CRM, and Design teams to drive launches and adoption.
- Build sustained usage through lifecycle journeys and habit-building interventions, and optimise continuously through data.
What You'll Need
- 8–10 years of experience in Product Marketing / Growth / Consumer Insights / Category Marketing.
- Strong ability to operate at the intersection of consumer insight, business, product, and GTM.
- Sharp research instincts, with the ability to turn deep-dives into crisp positioning and proposition craft.
- A track record of working with business and product teams to shape innovation, not just market what's already built.
- Excellent storytelling — able to build narratives that make innovation land as genuinely differentiated to consumers.
- Analytical mindset with the ability to diagnose behaviour and funnel gaps.
- High ownership, bias for action, and structured thinking.
- Comfort working in fast-paced, ambiguous product and business environments.
- Ability to operate as an IC, with scope to build a team as the charter scales.
Location: Bengaluru
Role Type: Individual Contributor (with potential to expand)
