Senior Manager, Product Marketing
PURPOSE OF THE ROLE
Automated Financial Systems (AFS) is an FFIEC-regulated technology service provider delivering commercial lending software to banks, credit unions, and specialty lenders across the United States. Our flagship platform, AFSVision, powers the entire commercial lending lifecycle — from origination and underwriting through servicing and portfolio management. Our growing suite of solutions includes IRIS (intelligent reporting and imaging), Credit Risk Navigator (CRN), and the Pricing Dashboard, all delivered from our hosted private cloud (HPC) SaaS environment.
SCOPE OF RESPONSIBILITY AND AUTHORITY
This role owns product messaging, competitive positioning, and sales enablement end-to-end across the AFS product portfolio. The Senior Manager has authority to define and publish messaging frameworks, competitive battlecards, and sales collateral without per-item approval, while escalating strategic positioning decisions affecting pricing or product strategy to the CBIO. Key cross-functional dependencies include sales, product management, and customer success. The role operates within AFS's FFIEC-regulated environment and must ensure all external-facing content meets accuracy and compliance standards.
CORE RESPONSIBILITIES
Own positioning, messaging, and competitive differentiation across the AFS product portfolio (AFSVision, IRIS, CRN, and the Pricing Dashboard).
Translate commercial lending buyer insights — derived from win/loss data, customer interviews, and market research — into a compelling 'why AFS' narrative that equips sales to win.
Develop core sales enablement deliverables including battlecards, pitch decks, competitive intelligence reports, and customer case studies.
Lead competitive intelligence efforts: monitor the competitive landscape (nCino, Abrigo, FIS, Jack Henry, and others), analyze win/loss patterns, and keep the sales team current and confident.
Participate in CBIO deal reviews and partner directly with sales to sharpen messaging in active competitive opportunities.
Define and maintain ideal customer profiles (ICP) for each AFS product, ensuring sales and demand generation are targeting the right institutions.
Support analyst relations and build AFS's credibility and presence with relevant industry analysts and influencers.
Use AI as a production tool to create high-quality collateral efficiently, while maintaining editorial judgment over strategy, accuracy, and quality.
Partner with the Chief Product Officer to align product roadmap narratives with market positioning and go-to-market launch strategy.
Develop go-to-market plans for new product releases and feature launches, coordinating across sales, marketing, and product.
PROFILE
This is a role for someone with high commercial instincts and low tolerance for marketing that doesn't move the pipeline. They operate in close partnership with the CBIO and sales leadership, earn credibility through the quality of their work rather than their seniority, and have a genuine curiosity about commercial lending — the institutions, the buyers, the workflows, and the competitive dynamics — that deepens over time.
QUALIFICATIONS
The ideal candidate brings senior-level B2B marketing experience — ideally in banking or lending SaaS — with a proven track record of building differentiated positioning and enabling sales teams to win in complex, competitive sales cycles.
Senior-level B2B marketing experience, ideally in banking, lending, or financial services SaaS.
Working knowledge of FFIEC-regulated buyers and the commercial lending market; ability to quickly develop deep domain expertise.
Proven ability to develop differentiated positioning and messaging frameworks for complex, multi-stakeholder sales cycles.
Strong track record producing sales enablement collateral — battlecards, pitch decks, case studies, and competitive intelligence — that sales teams actively use.
Strong editorial judgment and the ability to direct and refine AI-generated content into high-quality, accurate deliverables.
Experience partnering with sales leadership in deal reviews and competitive strategy conversations.
Ability to work cross-functionally with product management to translate roadmap developments into market-facing narratives.
Bachelor's degree in marketing, business, communications, or a related field; advanced degree a plus.