Description:
Bókun is seeking a Product Marketing Specialist to own our AI-powered content strategy and bottom-of-funnel content programme. Reporting directly to the Senior Product Marketing Manager, this role sits at the intersection of product marketing, content, and emerging AI search — responsible for positioning Bókun as a citable source in commercial AI prompts — building the library of high-intent onsite content (product-led blogs, FAQs, templates, integration content) that gets Bókun surfaced, recommended, and chosen at the moment buyers make decisions
This is not a traditional Product Marketing role. You will be the person who understands how LLMs surface information, how AI search tools like ChatGPT, Perplexity, Gemini, and Google AI Overviews decide what to recommend — and who builds a content engine designed to win in that world.
What You'll Do AI & LLM Content Strategy
- Content creation explicitly designed to be surfaced and cited by AI tools at the decision stage of the buyer journey
- Build and maintain a structured library of authoritative content (feature explainers, comparison guides, how-tos, FAQs) engineered to rank in and be recommended by LLMs
- Position Bókun as a citable source in commercial AI prompts by creating and owning high-intent onsite content — product-led blogs, FAQs, templates, and integration content designed to be surfaced when buyers are actively evaluating solutions
- Monitor how Bókun is represented across AI search tools and identify gaps, inaccuracies, and opportunities to improve our presence
- Stay ahead of how AI search behaviour is evolving and continuously adapt our content approach
Bottom-of-Funnel Content
- Create and own a programme of bottom-of-funnel content designed to convert buyers at the moment of decision — how-to guides, feature walkthroughs, use case explainers, and platform comparison content
- Build content that directly answers the specific questions buyers ask when evaluating Bókun against competitors — structured for both human readers and AI citation
- Develop and maintain a content calendar focused on high-intent, decision-stage topics across the customer lifecycle
Video & Explainer Content
- Script, brief, and project-manage short-form explainer and how-to videos that educate new and existing customers on Bókun features
- Collaborate with design and production to deliver video content that works across the website, social, email, and in-product
GTM & Product Marketing
- Support Go-to-Market strategy and execution for new features and launches, contributing AI-first content assets to each GTM
- Conduct post-launch content analysis to identify gaps and optimise for both human and AI search performance
- Maintain a pulse on the competitive landscape and ensure Bókun's content positioning reflects market realities
Cross-functional Collaboration
- Work closely with product, engineering, sales, and the broader marketing team to ensure content is accurate, timely, and aligned with product direction
- Bring an AI search and LLM perspective into cross-functional planning conversations