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Role Overview
The Product PR Manager is responsible for developing and executing communications strategies that increase awareness, adoption, and trust in ExpressVPN's products and features. Working closely with Product, Product Marketing, Engineering, Security Research, and Executive Leadership teams, you'll translate technical innovations into compelling stories.
Key Responsibilities
Product Launch Communications
- Lead global PR strategies for new product launches and feature releases.
- Develop launch messaging, media materials, FAQs, spokesperson briefs, and press releases.
- Coordinate cross-functional launch plans with Product, Marketing, Community Management, and Customer Support teams.
Media Relations
- Build relationships with technology, cybersecurity, consumer tech, and business journalists.
- Secure earned media coverage across tier-one, trade, and regional publications.
- Manage product reviews, hands-on testing opportunities, and media briefings increasing our positive review coverage.
Messaging & Positioning
- Develop differentiated narratives around privacy, security, digital rights, and online freedom.
- Translate technical product capabilities into accessible consumer and business benefits that tie into the wider brand story.
- Ensure messaging consistency across markets and channels.
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Thought Leadership
- Partner with executives and product leaders to create commentary on cybersecurity, privacy, VPNs, AI, and digital security trends.
- Identify newsjacking opportunities and industry conversations where ExpressVPN can contribute expert perspectives.
Community Management
- Partner with Community Management to monitor and respond to product reviews across platforms such as Trustpilot.
- Work with Community Managers to identify recurring customer feedback, product issues, and feature requests from reviews, social channels, and community discussions, and encourage the community managers to share insights with Product and Marketing teams.
- Develop communications strategies to address customer concerns, improve sentiment, and strengthen brand trust.
- Support responses to customer queries and feedback related to product features, updates, and launches, ensuring messaging is accurate, consistent, and aligned with brand guidelines.
- Leverage community insights to inform product storytelling, media narratives, and future communications campaigns.
Measurement & Reporting
- Track media coverage, share of voice, sentiment, and campaign performance.
- Deliver insights and recommendations to improve future communications efforts.
Skills & Experience Required
- 5 to 8+ years' experience in PR, product communications, product marketing, or technology communications.
- Experience launching consumer technology, SaaS, cybersecurity, or subscription products.
- Strong media relations experience with technology and business media.
- Excellent written communication and storytelling skills.
- Experience managing global communications campaigns.
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Preferred
- Cybersecurity, privacy, VPN, identity protection, or digital rights experience.
- Experience working cross-functionally across product, engineering, and marketing teams.
- Familiarity with product positioning, go-to-market strategy, and launch planning.
What ExpressVPN Is Likely Looking For
Based on the company's mission and recent hiring, strong candidates will demonstrate:
- Ability to simplify complex technical concepts.
- Experience working in fast-growing global technology companies.
- Interest in online privacy, security, and digital freedom.
- Comfort working across international teams and multiple time zones.
- Data-driven approach to communications and launch measurement.
For someone coming from an agency PR background (particularly tech PR), this role would likely emphasize product launch strategy, technical storytelling, media relations, and stakeholder management more heavily than traditional corporate communications.
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