The Product Marketing Manager is a key hire within FreeBalance’s newly established marketing function. This role owns how FreeBalance is positioned in the market, how its story reaches government buyers and development finance institutions, and how the pre-sales team is equipped to win competitive procurements.
FreeBalance operates in a specialist market — public financial management software sold to Finance Ministries, Accountants General, and institutions supported by multilateral development banks. This role requires either existing fluency in public financial management, govtech, or international development, or a demonstrable ability to absorb complex domain knowledge quickly. It is not a content writer role. The successful candidate will be a strategic thinker who can translate world-class internal intelligence into external assets that earn credibility with sophisticated public sector buyers.
Main Responsibilities:
Own external product positioning and core messaging across the FreeBalance suite, ensuring consistency of tone, voice, and narrative
Translate internal positioning frameworks into outcome-focused narratives tailored to each buyer type: Finance Minister, Accountant General, and technical evaluators
Develop and maintain a modular pitch framework by buyer persona
Map the government buyer journey from problem-aware to vendor evaluation, and ensure messaging supports each stage
Build and maintain competitive talk tracks and battle cards that the pre-sales team will use in live engagements
Develop concise leave-behind collateral by product domain and region, aligned with how FreeBalance sells as a long-term reform partner
Work closely with the VP PFM/Pre-Sales and Strategy & Innovation to embed sales tools into active deal support
Package customer success and third-party validation material into reusable, market-facing formats
Develop market-facing content for new product domains as FreeBalance enters new areas of the public financial management market
Activate existing customer stories and proof points that are currently held internally but not packaged for external use
Own product launch execution for new module releases, country wins, and major announcements
Participate in monthly positioning syncs with Strategy & Innovation, and contribute to quarterly win/loss reviews
Brief the Content & Digital Specialist on campaign content, website updates, and event materials
Establishes clear, consistent external positioning for FreeBalance across all products and markets
Equips the pre-sales team with tools that reduce reliance on ad-hoc collateral and improve performance in competitive tenders
Activates existing proof assets — case studies, third-party validation, and customer stories — that are currently not reaching the market
Enables stronger thought leadership and brand credibility with government buyers and development finance institutions
Positioning & Messaging
Sales Enablement
Content, Proof Assets & Advocacy
Go-to-Market & Cross-functional Interface
Skills & Experience
Essential
5-8+ years in product marketing, B2B marketing, or a closely adjacent field such as pre-sales, strategic communications, or international development marketing
Demonstrated ability to translate complex technical or policy content into clear, compelling market-facing narratives
Experience building sales enablement tools in environments with long, document-driven sales cycles
Exceptional writing and editing skills; native or near-native English
Proven ability to work across functions and synthesise input from product, sales, and executive stakeholders
Domain knowledge in public financial management, govtech, e-government, or international development; or a clear track record of fast domain absorption in a specialist B2B environment
Experience in public sector or development finance contexts, such as engagement with multilateral development banks or international financial institutions
Familiarity with the Pragmatic Framework or equivalent product marketing methodology
Experience with CMS platforms and AI-assisted writing tools
Preferred
Skills Required
- 5-8+ years of experience in product marketing, B2B marketing, or an adjacent field such as pre-sales, strategic communications, or international development marketing
- Ability to translate complex technical or policy content into clear, compelling market-facing narratives
- Experience building sales enablement tools in environments with long, document-driven sales cycles
- Exceptional writing and editing skills
- Native or near-native English proficiency
- Ability to work across functions and synthesize input from product, sales, and executive stakeholders
- Knowledge of public financial management, govtech, e-government, or international development, or a demonstrated ability to quickly absorb specialist B2B domain knowledge
- Experience in public sector or development finance contexts, including multilateral development banks or international financial institutions
- Familiarity with the Pragmatic Framework or an equivalent product marketing methodology
- Experience with CMS platforms and AI-assisted writing tools
What We Do
FreeBalance is a purpose-led organisation dedicated to improving citizen wellbeing around the world. Our Public Financial Management (PFM) and GovTech solutions, advisory services and training deliver realistic and impactful public sector reform that enhance transparency, improve effectiveness, restore trust and create innovation breakthrough opportunities. We believe strongly in fiscal transparency and accountability and our products help bring the power of open government to citizens and decision-makers around the world. With a 35-year track record of success and operations in 27 countries, FreeBalance has unparalleled experience in public finance reform and is a specialized Business-to-Government (B2G) firm. The FreeBalance team is composed of passionate and inspired people who build solutions that make a difference. With over 30 different nationalities in the team we pride ourselves on our diversity and are deeply committed to building local talent in the countries in which we operate. This diversity of thinking helps us to create solutions relevant to the country context.
