Responsibilities

• Develop mature segmentation and Ideal Customer Profiles (ICPs) across all SMB products, spanning both ISO and D2C go-to-market motions.
• Develop and refine product positioning and messaging that clearly differentiates SMB products in the market and resonates with target segments.
• Design and stand-up signal-based marketing journeys that respond to customer behavior and lifecycle stages.
• Develop self-serve onboarding experiences (email-based) that reduce friction and accelerate time-to-value for new customers.
• Explore, test, and evaluate new marketing channels to identify scalable opportunities for growth.
• Partner with the Business Intelligence team to define success metrics and monitor the performance of product and lifecycle marketing initiatives, iterating based on data.
• Collaborate with product, sales, corporate marketing and commercialization stakeholders to ensure positioning and messaging are aligned across all customer-facing materials and resonating with target audience segments.
• Translate product roadmap and feature updates into go-to-market narratives and launch strategies.
• Partner with content, design, Corporate Marketing, and campaign teams to ensure messaging is consistently applied across marketing assets, landing pages, and campaigns.
• Conduct competitive and market analysis to inform positioning, messaging, and channel strategy.

Requirements

• Bachelor's degree, or equivalent work experience.
• Three to five years of work experience in product marketing, lifecycle marketing, or a directly relevant field.
• Demonstrated experience developing product positioning, messaging, and go-to-market strategy.
• Experience building or maturing customer segmentation and ICPs.
• Comfort working with data and BI teams to define, monitor, and report on marketing performance metrics.
• Understanding of lifecycle marketing and signal-based or behavior-triggered marketing journeys.
• Experience collaborating cross-functionally with product, sales, and marketing teams.
• Ability to work on multiple projects simultaneously while maintaining high quality in a fast-paced environment.
• Excellent interpersonal, verbal, and written communication skills.
• Strong organizational and prioritization skills.

Preferred

• Knowledge of SMB customers and the unique dynamics of marketing to small and medium-sized businesses.
• Experience in financial products, payments, or fintech.
• Experience with both ISO (indirect/partner) and D2C go-to-market channels.
• Experience designing or optimizing self-serve onboarding flows.
• Familiarity with marketing automation platforms and signal-based journey tools.
• Experience launching new marketing channels from test to scale.
• Familiarity with Salesforce Marketing Cloud.

Benefits

• Financial Wellness
• Bonus programs
• 401(k) match
• Employee Stock Purchase Program (ESPP)
• HSA and FSA options
• Financial wellness resources and employee discount programs
• Health & Well-being
• Medical, dental, and vision coverage
• Mental health support for employees and dependents through Lyra Health
• Family planning and women’s health benefits through Carrot