Product Marketing Manager Test Project

We are excited to learn more about you during the Test Project process!
Please read all of the information that’s outlined below.
We look forward to your submission!

What is Carrot?

Carrot is a bootstrapped, profitable, and fully remote SaaS company. We exist to inspire & empower people to gain freedom and make a greater impact. We’ve built the Carrot product around a unique marketing strategy that makes it easy for our customers to consistently attract and convert motivated leads.

Carrot was founded in 2013 as a lead generation software. Today it’s a growing suite of tools serving over 5,000 real estate professionals. You can see Carrot in action by checking out our interactive product tour.

One of the most important things to know about Carrot is that we live & breathe our core values. That might sound cliché, but we mean it. Our values are what unite us and reinforce the fact that we’re more concerned about how we’re serving our team members & our customers, not our bottom line (though that’s important too 🙂).

Carrot Vision

Our Business Idea

Our business idea is to provide a platform for Real Estate Professionals to become the authority in their markets through sustainable marketing tools that enable them to get off of the marketing hamster wheel grind.

Carrot Mission

Our Core Values

Be a Beacon of Positivity & Possibility
Have Fun & Be Different
Take Initiative & Show You Care
Craft Amazing Experiences
Adapt, Evolve, & Always Improve
Add Humanity To Business

The Carrot platform has a set of core features that are the key to member success:

  1. Lead capture through high converting web sites
  2. Tools and resources that result in high SEO ranking
  3. Online authority building through superior content creation
  4. Technology and automation that optimize the above on behalf of our members

You can find a more complete list of the features, plans, and positioning of Carrot here, and navigate through more specific feature details here.

Project Marketer Test Project Overview

Hey, there! Thanks for participating in the interview process for the Product Marketing Manager role. We really appreciate all the time you’ve dedicated so far!

As part of our interview process, we would love for you to complete a test project that’s focused a specific feature we recently launched. The objective is to evaluate your skills in customer surveying, competitive analysis, direct response copywriting, marketing strategy, and your ability to communicate effectively across multiple teams.

Feature Overview

Carrot’s Value to the Market

One of Carrot’s core values to the market is providing real estate professionals with high performance websites and the tools to help them rank high in Google’s organic search. Part of our mission is to drive towards a vision of owning “Evergreen Marketing” in the real estate space.

Problem Statement(s)

Carrot is positioned as the leader in SEO and Evergreen Marketing in the real estate space. Continuing to provide innovative features, data, and expertise to the market has always been a huge driver of member acquisition – a core part of being a product-led company.

But for our members bought into SEO and Evergreen Marketing, they often have to look elsewhere for tools and insights to continue to improve their site performance. We also believe by providing a more comprehensive set of SEO tools and resources our members will rank higher in google search results and generate more organic leads.

SEO Tools Feature

Learn more about our suite of SEO Tools here →

You should have an email from the Carrot App in your inbox; this will give you user access to one of our test sites – offerpear.com. To view the SEO Tools, go to the site dashboard and click SEO in the sidebar.

⚠️ Choose one of the challenges below for your test project.

Challenge #1: GTM Strategy, Planning, & Execution

Instructions:

  • Conduct a brief market and competitive analysis relevant to the feature.
  • Identify target customer segments and personas.
  • Outline the key elements of your GTM strategy, including positioning, promotion, and distribution channels.
  • Develop an execution plan with with high level milestones and key performance indicators (KPIs).
  • Include any risks and mitigation strategies.

Deliverable: A simple GTM strategy document for the release of SEO Tools.

Challenge #2: Messaging Strategy & Copywriting

Instructions:

  • Create a messaging strategy for the feature release, identifying key messages for different target audiences.
  • Develop a series of testable messages and propose a plan for message testing (e.g., A/B testing, surveys, focus groups).
  • Draft (1) example email to demonstrate your direct response copywriting skills.

Deliverable: A document detailing your proposed messaging strategy for the release of SEO Tools.

Deliverables

Please put together a short set of slides that you could use present your plan to members of the Carrot team. If we decide to move forward together after the test project, you’ll be given 25 minutes to present your project during the third and final interview. Please also include 1-2 introduction slides so the team can get a more complete picture of who you are, your background, and why you’re an awesome fit for Carrot. 🥕

Please don’t spend more than 3-4 hours on this project! You’ll receive compensation at a rate of $50 per hour.

After you confirm that you’ve received these project details, you’ll have 5 business days to complete the test project.

Once you’ve completed your deliverables, email them to careers@carrot.com.

Don’t hesitate to reach out with any questions – good luck! 🙂