Product Marketing Manager

How do you make our customers happy?

By making bol’s advertising platform the most popular retail media destination in the Netherlands and Belgium. How? By crafting strategies that help 51,000 partners reach 13 million active shoppers through personalized advertising. Your impact extends beyond ‘simple’ metrics – every campaign you enable drives partner growth and enhances the customer journey. With Sponsored Products as your primary focus, you’ll help partners increase their visibility while ensuring every ad feels like a natural and welcome extension of the shopping experience. Can you balance commercial opportunity with customer delight?

The biggest challenge

You’ll need to navigate a multifaceted landscape where product innovation, market dynamics, and customer experience intersect. How can you maintain platform simplicity for advertisers while adding sophisticated targeting capabilities? Success calls for committing multiple stakeholders – from product teams pushing tech boundaries to sales teams seeking competitive advantages. Translate technical possibilities into clear value propositions that resonate with agencies and individual sellers, all while ensuring our platform scales without compromising the shopping experience our 13 million customers know and love.

What you'll do as Advertising Product Marketing Manager

You’ll join our Advertising Marketing team, which primarily focuses on conversion-driven initiatives, including Sponsored Products. Working at the intersection of product, value proposition mgmt. and commerce, you’ll shape how we position and launch new advertising capabilities to drive adoption across our diverse partner base. As such, you need to master strategic thinking and hands-on execution. You’ll analyze market research, competitor movements, and customer feedback to identify opportunities and threats. These insights fuel your go-to-market strategies – from positioning and messaging to launch planning and performance tracking.

You’ll team up with our Value Proposition Manager to ensure GTM strategies align with the overall retail media vision while partnering with sales and marketing teams to enable effective execution. In addition to facilitating product launches, you’ll help solidify our retail media thought leadership position. This includes developing compelling content, preparing market-facing presentations, and supporting commercial teams with insights and sales enablement materials. In short: you’ll be a principal voice in our product development process, ensuring market needs inform our roadmap and that new features launch with maximum impact. Your main responsibilities include:

• Develop and execute go-to-market strategies for our advertising products, with a primary focus on Sponsored Products
• Create and advocate compelling positioning and messaging that resonate with experienced (media agencies) and emerging (individual partners) advertisers
• Drive product adoption through clear value proposition communication and strategic launch planning
• Analyze performance metrics and market feedback to continuously optimize our approach

• Partner with product teams to ensure market needs inform our development priorities
• Enable sales teams with tools and insights to communicate our value proposition effectively
• Build relationships with key industry influencers to boost our market position

Why you can make a difference

Because your combination of commercial instinct and technical understanding ideally positions you to drive retail media growth. With 7+ years of experience in product marketing (ideally including B2B or retail media), you know how to translate complex capabilities into compelling propositions. Your analytical prowess helps you spot insights, and your communication skills enable you to turn those insights into concrete plans. Most importantly, you understand that successful retail media platforms balance advertiser goals with a heartfelt drive to enhance the customer experience.

• Pure creative You believe great messaging is the only requirement for adoption; product-market fits and sales enablement are nice to haves at best
• Analysis paralysis You're still analyzing last year's launch data to determine if you should proceed with next week's campaign
• Tech averse The mere mention of programmatic advertising or real-time bidding sends you running for the hills

• Proposition pioneer You have an uncanny ability to spot market opportunities and craft messaging that resonates with target audiences
• Stakeholder savant You can navigate a complex stakeholder environment and collaborate with a diverse field of counterparts, including product, sales, and marketing teams
• Data-driven storyteller You can transform raw performance metrics into compelling narratives that inspire action

This is where you'll work

You’ll join our growing retail media team in Utrecht, where you’ll work alongside product managers, marketing specialists, and sales leaders who share your passion for building the future of advertising. Your input will help shape our transition from an e-commerce platform into a retail media powerhouse. The setting is dynamic and collaborative, and your ideas have a measurable impact. We value autonomy, celebrate success together, and believe that the best innovation happens when colleagues with diverse perspectives join forces.