Principal, App Content & Digital GTM
14 hours ago
Valencia
Role Summary Sklum Digital & AI is an agentic-native team — agentic workflows are not a productivity layer on top of traditional work, they are how the work gets done. The whole team operates to the same standard, and this role is no exception. This principal IC role owns two disciplines as one craft: content programming for the Sklum App, and digital product go-to-market across European markets. The connecting question is the same for both: how do customers discover, engage with, and choose to come back to the Sklum App in each market we operate in? On the content side, you own the editorial layer of the app — buying guides, room inspiration, product storytelling, sales moments, and the engagement programming that turns the app from a transactional surface into somewhere customers return to. On the GTM side, you own how the app launches and grows in each market — applying our product positioning framework to shape how the app shows up locally and what each market needs to convert. You will report to the Director of Growth. This role ships — personally writing briefs, designing launch plans, and walking the app yourself. What you'll be doing App content programming Own the editorial layer of the Sklum App — what content lives there, for whom, in what cadence, and with what commercial intent. Program the engagement moments that make customers return: buying guides, room inspiration, seasonal moments, sales events. Treat content as a product capability, not a marketing channel. Build the content calendar alongside the commercial calendar and make sure the app speaks in one voice across inspiration, information, and transaction. Habit-forming engagement Own the levers that drive app downloads and bring users back — install prompts, launch campaigns, push notification strategy, content cadence, and lifecycle moments. Design the rituals, hooks, and feedback loops that make returning feel natural. Partner with the Director of Growth and loyalty program on earning moments, member-exclusive content, and gamification inside the app. Digital product go-to-market Own the GTM for the Sklum App across markets — launch plans for new geographies, ongoing programming for live markets, and per-market adaptations. Apply our positioning framework (hook, gateway, hero, evergreen, timeless, trendy, heart drops) as your operating language. Partner with regional teams to translate central programming into local expression without losing the brand. Customer & market understanding Build deep understanding of how customers in each Sklum market discover, browse, get inspired, and convert. Combine quantitative analysis with qualitative in-market insight. Bring genuine expertise in engagement-heavy ecommerce where content, personalization, and community drive behavior alongside the transaction. Agentic ways of working Use coding agents and autonomous workflows as a core part of how you brief, program, analyze, and ship. Design the human-in-the-loop guardrails that allow agentic workflows to safely contribute to customer-facing content. Continuously raise team leverage by identifying where agents can replace or augment traditional tasks. What we'd like to see 10+ years of experience in product marketing, content strategy, digital GTM, or a closely related discipline for consumer-facing businesses. Strong candidates with significantly different backgrounds are welcome if the combination of content programming + GTM fits. Deep experience programming content for a digital product (app or web) at scale — content as a product capability, not as a marketing channel. Demonstrated experience leading digital product go-to-market across multiple markets or geographies — launch plans, market adaptations, and the feedback loops that improve each subsequent launch. Principal IC track record: you have personally written the briefs, designed the launches, and shipped the programs; you have not just managed people who did. Deep knowledge of modern, engagement-heavy ecommerce — the category where content, community, live commerce, social, personalization, and gamification drive discovery, engagement, and conversion. Not traditional catalog-and-checkout retail. Required background: deep experience in consumer-facing ecommerce AND in a content platform context (publishing, streaming, social, marketplaces, or any digital product where content programming is a core product capability). One alone is not enough; we want both threads in the same person. Fluency in product positioning frameworks (hook / gateway / hero / evergreen / timeless / trendy / heart drops, or analogous taxonomies) — you have used a framework like this in your work, not just nodded at it. Demonstrated ability to operate at the centre of a broad cross-functional team — comfortable working with product, design, engineering, growth, brand, commercial, merchandising, and regional teams in the same week. Track record of rapid iteration — you have worked in an environment that ships and learns on a weekly or sprint rhythm, and you visibly enjoy that pace. Demonstrated personal mastery of agentic ways of working — you have used coding agents, autonomous workflows, and agentic tooling as a core part of your own day-to-day work, not just sponsored a team that did so. Strong analytical instinct — comfortable in a BI tool, in product analytics, and in cohort and engagement data. You don't need to be a data scientist, but you need to find your own answers. Strong written and verbal communication in English — you will be writing briefs and decision documents in your own voice constantly. Ability to lead effectively across different cultures, locations, and time zones in a distributed, asynchronous-first environment. Experience in lifestyle, home, design, fashion, or interiors is a strong plus. Furniture or home decor ecommerce specifically is a further plus. Working proficiency in Spanish is a strong plus. Additional European languages are valued given the multi-market scope. Exposure to AI/ML-driven customer experiences (personalization, content recommendations, conversational interfaces) is a strong plus Why work with us This role sits inside Sklums Digital & AI team and shapes how millions of customers across Europe meet the Sklum App for the first time — and decide to come back. Youll own the editorial layer of the app and the go-to-market motion across geographies, with the autonomy of a principal IC and the support of a lean, agentic-native team. Your decisions wont be constrained by legacy systems or committees. Youll build the content and GTM foundation of a digital product being shaped in real time, in a business that is redefining what affordable, design-forward living looks like across Europe. Sklum is PE-backed, profitable, and scaling — what you build here will be used at real consumer scale, not shelved after a funding round. Benefits you can enjoy Private health insurance Relocation policy Employee discounts Join our dream, join the Sklum Team! At Sklum we are firmly committed to guaranteeing equal opportunity for all people in our workplace, building an inclusive and equitable environment. We value each employee for their talents, skills, and contributions, regardless of their race, religion, colour, origin, gender, sexual orientation, age, marital status, or disability.