Senior Principal Product Marketing Strategy

Accountable for the end-to-end product growth marketing and go-to-market (GTM) strategies for one or more of Alliant’s key business segments such as Consumer Deposits, Residential Lending, Retirement & Investment Services, etc. Owns target segment positioning, messaging frameworks, and integrated launch strategies across paid, owned, earned, partner, and PR/communications channels. Partners with product, marketing, compliance, operations, and other areas to build the business segment’s brand identity and industry leadership, drive new product launches, and oversee all BAU marketing activities.

Responsibilities

• Define and execute enterprise-level GTM strategies for one or more of Alliant’s key business segments (e.g., Consumer Deposits, Consumer Lending, Residential Lending) and strategic partnerships (e.g., nurses).
• Define business and product positioning, value propositions, target audiences, and messaging frameworks (core narrative with channel-specific adaptations).
• Design integrated launch strategies leveraging paid, owned, earned, partnership-led, and PR/communications channels.
• Bring creative, differentiated, and “out-of-the-box” thinking to launch strategy while maintaining brand, risk, and compliance alignment.
• Define and oversee comprehensive launch plans, including phasing, channel sequencing, targeting, creative direction, offer strategy, and stakeholder approvals.
• Partner with product teams to translate product features into value and needs-based messaging that resonates with target audiences.
• Collaborate with digital, operations, and other teams to ensure exceptional member experiences (from marketing asset views to account openings, onboarding, and servicing), aligned with brand promises.
• 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 recommend actions.
• Transition launched products and capabilities into BAU ownership with marketing strategists, including clear documentation of audiences, journeys, messaging guardrails, and test-and-learn insights.
• Contribute to evolving product marketing and launch frameworks to improve speed-to-market, cross-functional clarity, and launch consistency at scale.
• Act as a senior strategic advisor to product and partnership leaders, providing strategic direction and prioritization to marketing strategists.
• Ensure clean handoffs between strategy, launch, and BAU lifecycle execution, reinforcing clarity of ownership.

Requirements

• Minimum 4-year Bachelor’s Degree in Marketing or related field.
• Minimum 10 years of product marketing, go-to-market strategy, lifecycle marketing, or growth marketing (financial services experience preferred).
• In lieu of education: 12 years of relevant experience.

Benefits

• Health care, vision, and dental coverage.
• 401k with employer match.
• Annual performance bonus.
• Work from home up to 3 days a week.
• Paid parental leave.
• Employee discount programs.
• Paid personal and sick days.
• 11 paid holidays.
• Education reimbursement.

Note: Eligibility and cost of benefits may vary based on employment status and hours worked.

Pay

Typical hiring range: $133,700.00 to $229,200.00 annually. Actual compensation determined by experience, skills, and knowledge.