Product Marketing Manager - Concept validation for US B2C, 3 months freelance
About the role
Cookpad is a Japan/UK-based startup behind a global B2C product with over 100 million monthly active users worldwide.
While we’ve built strong traction across multiple regions and have team members working locally in 20 countries, our next strategic focus is expanding into the US market.
To support this, we’re looking for a hands-on freelance marketer who can design and execute fast-paced concept validation experiments — using tools like Meta Ads, TikTok, and lightweight landing pages. The goal is to gain a deep understanding of what resonates with US users and help shape our go-to-market direction based on real user feedback.
What you’ll do
- Develop value propositions and customer hypotheses for the US market
- Create and run paid ad tests (Meta, TikTok) end-to-end — including copywriting, targeting, and basic creative direction
- Build and iterate on simple landing pages (Notion, Figma, or no-code tools)
- Analyze performance data and extract actionable insights
- Share learnings with product, design, and business teams to inform roadmap and GTM strategy
- Drive the experiment loop: hypothesis → execution → analysis → insight
- Conduct user interviews or qualitative research as needed (optional)
Must-have
- Proven experience marketing to US consumers for B2C products
- Hands-on experience with Meta and/or TikTok ad platforms, including campaign setup and optimisation
- Ability to build and update landing pages or marketing assets independently
- Comfortable working in early-stage, hypothesis-driven environments
- Strong written US English — capable of drafting persuasive ad copy and clear internal documentation
- Based in the US and available to collaborate remotely (some overlap with JST/CET time zones preferred)
Nice-to-have
- Experience with food, cooking, or recipe-related apps
- Familiarity with culturally localising Japanese products for global markets
- Experience working with distributed, cross-functional product teams
This role is ideal for someone who...
- Believes in testing fast, learning fast — and iterating based on real user behaviour
- Enjoys doing the work themselves — from copywriting to campaign setup to analysis
- Identifies with what we are trying to do and is result-driven
- Thrives in ambiguity and sees the blank canvas as an opportunity
- Is capable of identifying issues and converting them into opportunities
- Wants to play a key role in helping a global product grow and thrive in the US market
Engagement details
- Contract type: Freelance / 3-month contract
- Time commitment: 5 days per week (flexible)
- Work style: Remote
- Start date: ASAP preferred
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CookPad is headquartered in Japan and is an online social media platform that allows it's viewers to post cooking and baking recipes. They were founded in 1997.
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