Principal Product Marketing Strategist

About the role

Accountable for the end-to-end product marketing and go-to-market (GTM) strategy for Alliant’s highest-priority new products and strategic capabilities. Owns positioning, value propositions, messaging frameworks, and integrated launch strategies across paid, owned, earned, partner, and PR/communications channels. Partnering with team and responsible for bringing new products and capabilities to market and then transitioning initiatives into BAU lifecycle optimization post-launch. Enabling marketing to operate as a strategic partner driving go-to-market excellence, ensuring launches are thoughtful, differentiated, and execution-ready.

Essential Responsibilities

• Own end-to-end creation and launch strategy for priority new products and capabilities (e.g., flagship deposit or lending launches, new member value propositions, new SEG capabilities)
• Define product positioning, value propositions, target audiences, and messaging frameworks (core narrative with channel-specific adaptations)
• Design integrated launch strategies that leverage a wide range of marketing channels, including paid, owned, earned, partnership-led, and PR/communications approaches
• Bring creative, differentiated, and when appropriate “out-of-the-box” thinking to launch strategy while maintaining brand, risk, and compliance alignment
• Create comprehensive launch plans, including phasing, channel sequencing, targeting, creative direction, offer strategy, and stakeholder approvals
• Partner with product and digital teams to translate product features into market-ready value and experiences
• Drive launch readiness across marketing, PR/communications, frontline/channel teams, and operational stakeholders, including training materials, FAQs, toolkits, and internal communications
• Establish and manage launch governance, including milestones, dependencies, risk and controls checkpoints, and decision forums
• Define launch success metrics and measurement plans, including funnel KPIs, activation and adoption indicators, and early retention signals
• Partner with analytics and BI teams to develop dashboards and insight loops; identify early learnings and recommended actions
• Transition launched products and capabilities into BAU ownership with, including clear documentation of audiences, journeys, messaging guardrails, and test-and-learn insights
• Serve as a senior product marketing partner to product, digital, etc., and business leaders on launch strategy and GTM approach
• Contribute to evolving product marketing and launch frameworks that improve speed-to-market, cross-functional clarity, and launch consistency at scale

Education & Years of Experience

• Minimum - 4 Year Bachelors Degree in Marketing or related
• Minimum - 8 Years of Product marketing, go-to-market strategy, lifecycle marketing, or growth marketing (financial services experience preferred) or related
• In Lieu of Education - 12 Years of Product marketing, go-to-market strategy, lifecycle marketing, or growth marketing (financial services experience preferred) or related

Compensation & Benefits

Typical hiring range: $106,500.00 to $182,600.00 Annually. Actual compensation will be determined using factors such as experience, skills & knowledge. Benefits: Alliant provides a benefits package including health care, vision, dental, and 401k with employer match including: Annual performance bonus Work from home up to 3 days a week Paid parental leave Employee discount programs Time off including paid personal and sick days 11 paid holidays

Note

The responsibilities listed do not contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this position. Duties, responsibilities and activities may change at any time with or without notice.