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Product Marketing Director
4 months ago
**TITLE**: PRODUCT MARKETING DIRECTOR - CREDIT CARD AND PERSONAL LOANS
**STATUS**: EXEMPT
**REPORTS TO**: DIRECTOR - PRODUCT MARKETING
**DEPARTMENT**: MARTECH
**JOB CODE**: 11683
**PAY RANGE**: $119,300.00 - $135,000.00 ANNUALLY
**GENERAL DESCRIPTION**:
The Product Marketing Director will play a pivotal role in driving the success of our products by developing and executing comprehensive marketing strategies. This individual will be responsible for understanding market trends, customer needs, and competitive landscapes to inform product positioning, messaging, and go-to-market plan for the respective portfolio (deposits and membership, credit card and personal loans, home loans an auto loans). The Product Marketing Director will collaborate closely with cross-functional teams including product management, channels, analytics, marketing, external vendors and agencies to ensure alignment and maximize the impact of marketing initiatives.
**TASKS, DUTIES, FUNCTIONS**:
**1. Market Analysis and Trends**: Anticipate market trends and leverage market research to identify key trends, customer insights, and competitive positioning. Use market data to inform product strategies and identify opportunities for growth.
**2. Product Positioning and Messaging**: Develop compelling positioning and messaging that differentiates our products in the market and resonates with target audiences. Ensure consistency of messaging across all marketing channels.
**3. Go-to-market**: Lead the development and execution of go-to-market plans for new product launches and major updates. Define target segments, distribution channels, pricing strategies, and promotional tactics to drive adoption and revenue growth.
**4. Campaign Management**: Plan and execute integrated marketing campaigns to generate awareness, drive demand, and generate leads. Monitor campaign performance and optimize tactics to maximize ROI. Develop and own the product portfolio campaign roadmap and strategic briefs.
**5. Customer Insights**: Gather feedback from customers and prospects to understand their needs, preferences, and pain points. Use customer insights to refine product positioning, messaging, and feature prioritization.
**6. Data Driven**: Have a data driven mindset to measure, assess and recommend where to prioritize and focus on. Develop data-driven automated, personalized campaigns across channels. Define and monitor campaign KPIs to measure the effectiveness of go-to-market efforts, adjusting strategies as needed to optimize results.
**7. Cross Functional Collaboration**: Work closely with product management, sales, marketing, and other departments to ensure alignment and collaboration on key initiatives. Serve as the primary liaison between product management and marketing teams.
PHYSICAL SKILLS, ABILITIES, AND EXERTION UTILIZED IN THE PERFORMANCE OF THESE TASKS:
1. Strong oral and written communication skills required to interact or complete technical analysis with Credit Union staff, management, or vendor partners.
2. Strong adaption skills contributing to an environment that promotes and enables change to facilitate improved ways of working.
3. Understanding of Agile based development practices.
4. Must possess sufficient manual dexterity to skillfully operate an on-line computer terminal and other standard office equipment, such as financial calculators, personal computer, printer, facsimile machine, and telephone.
5. Makes sound decisions in the absence of detailed instructions.
6. Ability to multitask, work under pressure and tight deadlines; may be required to work extended hours to complete tasks or respond to system production issues.
7. Develop, document, and maintain operational policies and procedures, including the designing and documenting detailed technical process flows, and the development of operational performance and quality metric standards and reports.
**ORGANIZATIONAL CONTACTS & RELATIONSHIPS**:
**1. INTERNAL**: All Credit Union Staff
**2. EXTERNAL**: Vendors, suppliers, government agencies, other industry associations and peers at other financial institutions.
**QUALIFICATIONS**:
**1. EDUCATION**: Bachelor’s degree in marketing, MBA preferred.
**2. EXPERIENCE**:
- Experience driving product marketing, including go-to-market ownership for product portfolios.
- Min of 10+ years’ experience in product focused marketing with strong experience leading digital marketing tactics and strategies.
- Experience using data and metrics to drive improvements.
- Ability to collaborate with ownership and accountability.
- Industry experience and knowledge of the financial industry.
- A rigorous and logical way of thinking, strong communication and presentation skills
- Experience developing data-driven automated personalization campaigns.
**3. KNOWLEDGE/SKILLS**:
- Strategic thinker and executor
- Critical thinking, strategic development, plan development, program/campaign development, and ROI analysis.
- Computer literate with profic
