Product Marketing Manager B2C

Description

Health can’t wait .

Not for symptoms to get worse. Not for a six‑month appointment. Not for a system to catch up. But that’s exactly how healthcare works today. You wait, until you can’t.

Alan exists to end the wait.

Health is a universal right, and we believe this right can only become real when it’s coupled with prevention. We need to stop treating health as something we repair and start treating it as something we build, every day. It’s not solely a question of willpower. It’s the healthcare system itself that needs to work for everyone, in a sustainable way.

So we are building the new standard in prevention insurance. Alan is the first company that integrates insurance, prevention, and care into a single, acclaimed user experience.

We are on an incredible journey to build a global leading company, with a unique culture . We already partner with 40K+ companies of all sizes, serving more than 1M+ members, and have reached €800M+ in ARR.

Prevention as the new norm. That's what we're building with our team of 1000+ people. If it speaks to you: we're hiring across France, Spain, Belgium, and Canada. And beyond.

The Product Marketing Manager B2C opportunity

Building the engagement engine with Alan Play that makes 500k members come back to their health every single day, a key differentiator for Alan.

Today, 25k Alan members open Alan Play every day (120,000 every month) to walk, meditate, breathe, compete with their colleagues, build healthy habits. Play is Alan's 1 source of traffic and the retention engine of all our health services. And we are B2B2C: companies pay, members choose to engage. Play is a differentiator in deals, and at renewal. HR admins are also an underused distribution channel to reach members. Two audiences, one product story. By 2030 we want 500k daily users, across all our countries

The challenges: Our lifecycle is greenfield. Onboarding, activation, reminders, reactivation and win-back are owned by nobody today. We run events rebuilt almost from scratch, so the tenth Alan Cup costs as much as the first. We measure opens and clicks, not what a campaign actually did to daily engagement. And on the B2B side, our pitch goes stale between releases, as Play ships fast, so the sales argument does not keep up.

The future: A lifecycle layer designed for personalisation, running on the segmentation and experimentation platform Play has been building. Campaign machinery that gets cheaper every quarter. A measurement loop we trust, with holdouts and real incrementality. A live Play pitch that updates as features ship, so the field walks into a renewal or a deal with the current product. And HR admins turned into a real, measured distribution channel rather than a mailing list.

The hard parts: This role is horizontal, and vertical. Many member segments, many admin segments, several countries, coordination with Product as well as Sales, KAM and CSM, as well as other products teams who communicate with members.

Is it you we’re looking for?

Requirements

• Retention and lifecycle marketing at scale on a consumer product - subscription, gaming, social, media, health and fitness. Where engagement and retention are the business.
• You build systems, not just campaigns - you can walk us through machinery you built that made the next campaign cheaper, and tell us what it cost you to get it adopted.
• Analytical rigour - you read a funnel, design a segment, set up a holdout, call a result. You are comfortable being accountable to a product metric.
• Horizontal operator - you have held many audiences and several countries at once. Volume and context switching, not depth on a single vertical.
• Genuinely hands on - you want to run the campaigns yourself at the start. This is the ramp up, and the condition for standardising well afterwards.
• Branding sensitivity : you can express the personality of the product you market and create great moments
• You write well and fast . Emotion generating copy and branding is a real part of the job
• Marketing automation at scale - Customer.io , Braze, Iterable or equivalent.
• Missionary mindset and a real attachment to the health mission.
• B2B2C sensibility: you can maintain weigh in both segments
• Nice to haves
• French, Spanish or Dutch on top of English, for four-country localisation
• HR tech, employee benefits or workplace wellbeing
• Gamification, challenges or social mechanics
• Experience standardising something that other teams then reused
• Not a fit if
• You describe success in open and click rates
• You only want to talk to members, and see commercial side as somebody else's job
• You need a brief, or someone who writes the strategy for you
• You want to delegate execution from day one
• You treat positioning as PMM-only territory, or platform teams as a service desk
• You are uncomfortable with ambiguity, or need a big team to be effective

Benefits

• At Alan, we believe that being in good health is a basic need, and it starts with our employees. This is why Alaners are provided with a stimulating environment and perks ensuring they are happy, efficient and spend only high-quality time with co-workers.
• Therefore, we offer:
• Flexible Office . Amazing office space at our HQ, sponsored co-working hubs or a full-remote experience with home office equipment sponsorship, we want you to live where you’re the happiest.
• All the tools you need . Top of the range equipment: Macbook Pro, keyboard, laptop stand, monitor, and Bose noise-canceling headphones.
• Flexible vacation policy and flexible working hours . Organize your time as you wish.
• Transport . Country-specific commuter benefits.
• Learning & Training opportunities . A highly flexible Training policy free books and budget to attend and speak at conferences if the opportunity arises.
• Personal growth through coaching : At Alan, coaching isn't just a perk - it's core to who we are. Every Alaner is paired with a dedicated coach from day one, who helps maximize their impact, nurture engagement, and navigate Alan's values to develop their full potential. Learn more about our coaching culture .
• Important note: we hire people, not roles.
• If you're excited about this opportunity but don't check every box, we'd love to hear from you. Everyone, no matter how underrepresented, should feel free to apply as it can only bring learnings or success.
• If you identify yourself as a woman : Did you know that research shows women often apply only when meeting 100% of requirements?
• Remember, this is just a guide, not a checklist.
• We'll be thrilled to receive your application!
• Check out our About Alan and Career pages, as well as our Medium , blog and Glassdoor page for more info.