Senior Growth Product Manager - Word of Mouth

Company Description

Moving money around the world is still slow, expensive, opaque and painful. If you have tried with your bank to send or receive money abroad, you may have struggled your way through the process and then not even realised you’ve been charged hidden fees along the way in exchange rate mark-ups.

Wise solves this hard problem, a problem that millions of people and businesses face around the world - and we do it 10x better than using a bank. When people discover Wise and how it makes their international lives so much easier and how much money they have saved - they often can’t wait to tell their friends.

70% of our new customers come from ‘word of mouth’ every month. Our customers are our most powerful marketing channel as they know how much of a difference we have made for them and they know the people who can benefit from using Wise; whether that’s a digital nomad in Brazil or a small business owner going global recommending Wise to another founder.

However understanding the dynamics of our biggest marketing channel is a challenge - why do people recommend? What would make them do it more? How could we measure things we try to encourage? Currently we have no team looking at how to grow this 70% that drives new customer growth every month.

Job Description

To accelerate this word-of-mouth growth, we’re looking for someone to take ownership of our WOM and advocacy channels. You’ll identify what drives customers to recommend Wise, implement new ways to measure and scale that behaviour, and lead initiatives to amplify our word-of-mouth reach across various channels, including in-product and IRL, content, CRM and community.

Your impact

You’ll be helping Wise grow by:

• Creating customer experiences, both online and offline, that build loyalty and encourage recommendations.
• Executing marketing campaigns that empower customers to spread the word and share Wise across their networks.
• Implementing and refining a WOM measurement framework to quantify and optimise the initiatives.
• Make Wise top-of-mind for customers when they think about recommending financial solutions to friends, family, or colleagues.

What we want you to spend time on:

• Understand our existing customer base and how and why they currently recommend Wise outside of our existing referral scheme - understanding their motivations, context and the words they use when describing us - by segment, across the globe. 
• Get a deep understanding of our product and use-cases - why do people use Wise, what problem does it solve, why would they recommend us - beyond just a referral bonus.
• Build hypotheses around what ‘activities’ could make it easier or more compelling to recommend Wise. These activities could range from physical activations and special customer events to video or email content to changes in the product or app.
• Design and build instrumentation to measure the effects of any activity you test and an investment framework behind how we could think about the return we are getting.
• Execute campaigns yourself - writing emails, doing a PR stunt, building and distributing content, working with a product team to change a flow or screen, setting up customer events, doing unscalable things to start to see if we can improve advocacy and know what tactics work.

What you might be working on in your first quarter:

• Building a recommendation graph beyond our invite program which not only captures signal but also intent.
• Designing ways to measure and detect organic recommendations - eg email forwards, screenshots or offline engagement.
• Do research on what motivates recommendations (altruism, savviness, mission) and build content or experiences in the product that makes it easy for someone to convince a friend to use Wise. 
• Then develop in-product content to inspire customers post-transaction to recommend Wise to a friend even without a financial incentive.
• Revisit customer community and engagement initiatives such as OwnWise (our customer shareholder program) and recommend how we would iterate on this.

Qualifications

• Experience with customer advocacy or organic channels: You have a proven background in driving community engagement or word-of-mouth marketing with examples of understanding customer motivations and drivers and turning that into tactics
• Analytical and product-led: You have experience in creating viral product features, building engagement loops, and using growth principles to design, test, and refine initiatives.
• You’re comfortable both executing marketing campaigns yourself and collaborating with others to scale impactful initiatives. Whether it’s writing emails, producing content, or organising customer events, you’re ready to own every stage of the campaign.
• You have examples of solving really hard novel problems from first principles, and turning a hypothesis into action into impact.

Additional Information

• Base salary: 73,000 - 102,500 GBP gross annually (based on experience, level & interview outcomes)

• Restricted Stock Units (RSUs) & numerous amount of other benefits: https://www.wise.jobs/2020/07/07/benefits-in-our-london-office/

For everyone, everywhere. We're people building money without borders — without judgement or prejudice, too. We believe teams are strongest when they are diverse, equitable and inclusive.

We're proud to have a truly international team, and we celebrate our differences.
Inclusive teams help us live our values and make sure every Wiser feels respected, empowered to contribute towards our mission and able to progress in their careers.

If you want to find out more about what it's like to work at Wise visit Wise.Jobs.

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