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About the Role
Shine is seeking a Product Marketing Manager to lead the go-to-market strategy for its Payroll product in the Dutch market. This role involves understanding market dynamics, customer needs, and competitive landscapes to drive product acquisition, activation, adoption, and retention.
Responsibilities
- Market & competitive intelligence: Size the market, track trends and competitors, maintain differentiators and pricing benchmarks, and translate insights into clear recommendations.
- Customer understanding & segmentation: Own the research rhythm in Netherlands (in-app feedback, surveys, interviews, behavioural data, CS/Sales input) and identify underserved segments and use cases.
- Whitespace & opportunities: Size and prioritise new opportunities in local and global context and partner with Product Managers on market-specific discovery.
- Positioning, offer & go-to-market: Localise global positioning and narrative for the Dutch market, define proof points and competitive angles per segment, shape plan differentiation and upsell triggers, and lead hands-on GTM execution (launches, campaigns, messaging).
- Product presence & lifecycle: Own how the product shows up in the Dutch market — website, activation flows, in-app messaging, onboarding — and drive adoption, retention, and feature awareness with clear accountability for outcomes.
- Sales & CS enablement: Equip Sales and CS with sharp enablement: messaging guides, competitive battlecards, objection-handling frameworks, and launch briefings.
Requirements
- 3–6 years of experience in Product Marketing.
- Experience working on digital or SaaS products.
- Proven ability to lead product or feature launches end to end.
- Ability to translate complex technical topics into simple, creative stories.
- Natural collaborator and communicator, working smoothly with cross-functional teams.
- Ability to set clear KPIs, track performance, and adjust approach based on data.
- Experience shaping pricing, packaging, and value propositions.
- Familiarity with AI tools like ChatGPT or Claude.
- Fluent communication in English and Dutch (C1/C2 level).
Skills
- Product Marketing
- Digital Products
- SaaS Products
- Product Launches
- Market Intelligence
- Competitive Analysis
- Customer Understanding
- Segmentation
- Go-to-Market Strategy
- Positioning
- Messaging
- Sales Enablement
- CS Enablement
- Pricing
- Packaging
- Value Propositions
- AI Tools
Location
- Amsterdam
Work Type
- Hybrid
- Remote
Experience Level
- Mid-level
About the Company
- Shine is a financial copilot for entrepreneurs and small business owners, offering a connected solution for invoicing, accounting, payroll, business accounts, payments, and financing.
- Founded by serial entrepreneurs Rico Andersen and Martin Hegelund, Shine is a leading European fintech unicorn.
- Shine is now part of Cegid, a European leader in cloud software for finance and accounting, aiming to build Europe's leading financial copilot for small businesses and their accountants.
- Shine supports over 400,000 small businesses, and as part of Cegid, reaches over one million small businesses and 15,000 accountants across Europe.
- The team is multicultural, working from France, Germany, Denmark, and the Netherlands, contributing to a wider European network.
Equal Opportunity
- We follow the principle of equal treatment to consider all job applicants and do not discriminate based on their gender, sexual orientation, color, racial or ethnic origin, religion, disability, etc. as per applicable law.