Senior Manager, Product Marketing

About the role

The Senior Manager, Product Marketing is responsible for how b1BANK commercializes its products—turning product strategy into compelling positioning, effective go-to-market execution, and measurable marketing performance. This role ensures that clients clearly understand the value of our products and that marketing programs drive awareness, adoption, cross-sell, and engagement. This role is the primary marketing partner to Product Management across the product lifecycle.

Responsibilities

• Go-to-Market (GTM) Planning & Execution
  • Own end-to-end GTM strategy and execution for new product launches, enhancements, pricing and rate changes, and market-specific initiatives across consumer and commercial banking.
  • Define launch objectives, audience segmentation, channel strategy, messaging frameworks, and success metrics in partnership with Product Management, line-of-business leaders, and Marketing leadership.
  • Maintain a coordinated product marketing calendar aligned with enterprise planning cycles.
  • Ensure all GTM plans meet regulatory, legal, and compliance requirements.
  • Ownt GM performance and reporting, including campaign results, adoption trends, and post-launch analysis that connects marketing activity to business outcomes such as acquisition, cross-sell, and retention.
• Positioning, Messaging & Client Communication
  • Translate product strategy and technical features into clear, compelling client-facing narratives aligned with brand standards.
  • Develop and maintain value propositions, competitive positioning, and messaging frameworks for consumer and commercial products.
  • Partner with Product Management to ensure messaging accurately reflects product capabilities and client needs.
  • Conduct and synthesize market research, competitive intelligence, and voice-of-customer insights to continuously refine positioning and inform how we compete in our markets.
• Insights, Segmentation & Performance Measurement
  • Define the metrics that matter for launches and ongoing programs (awareness, funnel conversion, adoption, cross-sell, retention, ROI) and translate results into recommendations that inform marketing, product, and executive decision-making.
  • Own reporting and performance analysis for product marketing initiatives, ensuring insights are actionable and connect marketing activity to business outcomes.
  • Partner with the Marketing Data & CRM Manager, BI, and agency teams to ensure attribution, segmentation, and reporting infrastructure supports decision making.
  • Use insights from CRM, analytics, and market research to refine targeting, channel mix, and investment recommendations.
  • Provide structured feedback loops to Product Management based on client behavior and campaign performance.
• Agency & Vendor Management
  • Own day-to-day management and performance of product-focused agency partners, including creative development, media execution, deliverables, and SOW alignment.
  • Ensure agency output meets quality standards, timelines, and performance expectations.
  • Manage budgets related to product marketing initiatives and agency scopes.
• Cross-Functional Collaboration
  • Serve as the embedded strategic marketing partner to Product Management, bringing client, market, and competitive perspective into product planning and supporting commercialization throughout the product lifecycle.
  • Collaborate with Retail, Commercial, Digital, Compliance, Legal, and Operations to ensure alignment and execution readiness.
  • Act as a connector between Product, Marketing, and client facing teams to ensure consistent messaging and coordinated execution.

Requirements

• Bachelor’s degree in marketing, business or related field is required.
• 10 years of marketing discipline to include product marketing, digital marketing, or other related marketing experience is required.
• Experience within financial service is preferred.
• Demonstrated track record owning GTM strategy and execution for product launches, with measurable outcomes tied to acquisition, adoption, cross-sell, or revenue.
• Strong ability to translate complex or technical products into clear, client friendly messaging.
• Working fluency with marketing analytics and CRM platforms (HubSpot, Salesforce, or comparable); comfortable using data to shape strategy and inform executive decisions.
• Familiarity with marketing compliance requirements in a regulated environment.
• Experience owning the client-side agency relationship, including briefing, creative direction, SOW and budget management, and holding agency partners accountable to performance.
• Strong communication, collaboration, and project management skills; comfortable operating across Product, Retail, Commercial, Compliance, and executive audiences.
• This position requires residency on our banking footprint.

Qualifications

• Equal Opportunity Employer/Veterans/Disabled