Product Marketing Manager-Senior

About the Role

Serves as Marketing’s strategic partner for one of Sunward’s core product portfolios: lending or deposits. Translates portfolio objectives, member needs, and competitive dynamics into positioning, messaging, and go-to-market strategy. Applies advanced marketing expertise to independently manage complex, non-routine campaigns and serves as a trusted resource to portfolio stakeholders, Marketing Operations, and agency partners.

This is a dual-track position. Incumbents are assigned to either the lending portfolio (credit cards, consumer loans, mortgages, and home equity) or the deposit portfolio (retail and business deposit products, including checking, savings, certificates, and money market accounts). Both tracks share the same scope and core responsibilities.

Responsibilities

• Own and lead the marketing strategy for the assigned portfolio:
  • Lending portfolio: credit cards, consumer loans, mortgages, home equity, and other lending solutions.
  • Deposit portfolio: checking, savings, certificates, money market accounts, and other deposit/transactional banking solutions.
• Serve as Marketing’s primary strategic partner to assigned portfolio stakeholders, maintaining a deep understanding of portfolio objectives, product priorities, member needs, and upcoming initiatives.
• Meet regularly with portfolio stakeholders to review priorities, current marketing activity, campaign performance, and opportunities for growth.
• Develop annual, quarterly, and ad-hoc marketing plans aligned with business objectives.
• Contribute marketing, member, and competitive insights to product development, pricing, offer development, and promotional planning.
• Translate approved products, features, offers, and promotions into clear positioning, value propositions, messaging frameworks, and go-to-market strategies.
• Identify target audiences and recommend channel strategies, campaign sequencing, key messages, calls to action, and member journeys.
• Draft foundational content for campaigns, product launches, promotions, webpages, emails, advertising, and educational materials.
• Develop core messages, headlines, supporting copy, benefit statements, and campaign narratives for adaptation across channels.
• Write or revise channel-specific marketing content as needed.
• Create strategic and creative briefs for Marketing Operations and agency partners, including business context, target audiences, messaging, deliverables, and success metrics.
• Review content and creative assets to ensure accuracy, consistency, and alignment with strategy and brand.
• Maintain a marketing roadmap and campaign calendar for visibility into current, upcoming, and planned activities.
• Proactively identify opportunities for Marketing to support portfolio growth:
  • Lending portfolio: acquisition, application completion, product adoption, activation, utilization, engagement, retention, and relationship growth.
  • Deposit portfolio: account acquisition, initial funding, balance growth, direct deposit adoption, product engagement, account primacy, retention, and relationship growth across the full deposit-product lifecycle (onboarding, funding, activation, engagement, cross-sell, maturity, renewal, retention, and re-engagement).
• Monitor competitor products, offers, messaging, and marketing activity to identify market opportunities.
• Partner with the marketing analyst to define KPIs, measurement plans, and reporting priorities.
• Use marketing and business intelligence tools to monitor performance, interpret findings, and develop actionable recommendations.
• Prepare and present performance updates to portfolio, executive, and marketing stakeholders.
• Partner with Compliance, Digital, Marketing Operations, Communications, Payments, and Retail teams to coordinate development, approval, and execution of initiatives.
• Develop foundational FAQs, product-marketing resources, and campaign information for frontline employees.
• Maintain accurate foundational marketing content and update it as products, features, rates, terms, or priorities change.
• Evaluate campaign and launch performance, document lessons learned, and apply insights to improve future strategies.

Requirements

• Experience:
  • Minimum of 4 years of progressive experience in marketing strategy, product marketing, brand marketing, or a related field.
  • Experience independently managing complex, non-routine marketing initiatives.
  • Demonstrated experience developing and executing marketing strategy for a product portfolio or line of business.
  • Experience partnering with product, sales, or line-of-business stakeholders to translate business objectives into marketing plans.
  • Financial services, banking, or credit union marketing experience preferred.
  • Lending products experience (e.g., credit cards, consumer loans, mortgages, home equity) preferred for the lending portfolio track.
  • Deposit and transactional banking products experience preferred for the deposit portfolio track.
• Education: Bachelor’s degree in marketing, communications, business administration, or a related field, or equivalent work experience.
• Knowledge:
  • Advanced knowledge of marketing strategy development, including audience segmentation, positioning, messaging, and channel planning.
  • Working knowledge of the assigned product portfolio (lending or deposit products) to translate features, rates, terms, and disclosures into accurate marketing content.
  • Working knowledge of integrated marketing channels (digital, email, direct marketing, advertising, content marketing).
  • Familiarity with marketing performance measurement, including acquisition, adoption, engagement, retention, and campaign-efficiency metrics.
  • Working knowledge of Sunward’s products, brand, and member value proposition.
  • Working knowledge of regulatory and compliance considerations affecting marketing content for the assigned portfolio (e.g., lending disclosures or deposit account terms).

Skills

• Applies advanced expertise to independently manage complex, non-routine marketing work; serves as a trusted resource for problem-solving.
• Uses advanced analytical and critical-thinking skills to solve complex problems and evaluate trade-offs.
• Exercises sound judgment in ambiguous situations with limited supervision.
• Influences peers and stakeholders through data-driven insights and strong written/verbal communication.
• Demonstrates strong understanding of how work aligns with functional and organizational priorities.
• Proactively identifies and addresses issues, ensuring alignment with regulatory and compliance requirements.
• Collaborative and consultative; partners effectively with cross-functional teams and agency partners.
• Strong project and roadmap management skills; manages multiple campaigns, timelines, and deliverables simultaneously.

Work Environment

• Prolonged periods of sitting and working at a computer.
• Ability to operate standard office equipment (computer, keyboard, mouse, phone, video-conferencing tools).
• Effective verbal and written communication with internal teams, stakeholders, and external agency partners.
• Visual acuity to review marketing content, data, and creative materials on screen.
• Work performed in a professional office or hybrid environment.