Principal Product Marketing Strategist

Responsibilities

• Accountable for the end‑to‑end product marketing and go‑to‑market (GTM) strategy for Alliant’s highest‑priority new products and strategic capabilities. Owns positioning, value propositions, messaging frameworks, and integrated launch strategies across paid, owned, earned, partner, and PR/communications channels. Partnering with team and responsible for bringing new products and capabilities to market and then transitioning initiatives into BAU lifecycle optimization post‑launch. Enabling marketing to operate as a strategic partner driving go‑to‑market excellence, ensuring launches are thoughtful, differentiated, and execution‑ready.
• Own end‑to‑end creation and launch strategy for priority new products and capabilities (e.g., flagship deposit or lending launches, new member value propositions, new SEG capabilities)
• Define product positioning, value propositions, target audiences, and messaging frameworks (core narrative with channel‑specific adaptations).
• Design integrated launch strategies that leverage a wide range of marketing channels, including paid, owned, earned, partnership‑led, and PR/communications approaches
• Bring creative, differentiated, and when appropriate “out‑of‑the‑box” thinking to launch strategy while maintaining brand, risk, and compliance alignment
• Build comprehensive launch plans, including phasing, channel sequencing, targeting, creative direction, offer strategy, and stakeholder approvals
• Partner with product and digital teams to translate product features into market‑ready value and experiences
• 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

Requirements

• Minimum - 4 Year Bachelors Degree in Marketing or related
• Minimum - 8 Years of Product marketing, go-to-market strategy, lifecycle marketing, or growth marketing (financial services experience preferred) or related
• In Lieu of Education
• 12 Years of Product marketing, go-to-market strategy, lifecycle marketing, or growth marketing (financial services experience preferred) or related

Preferred

• Agile/Scrum Certification