Director, Consumer Product Marketing

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Requirements:

• 10+ years of experience in product marketing and GTM execution at a lending or FinTech company
• Highly analytical and uses data to inform decisions, constantly seeking to optimize product performance and user engagement. Bonus: proficiency in SQL
• Experience in card lending and consumer banking is preferred, with some understanding of lending mechanics and credit strategies
• Proven ability to build and scale product marketing teams, including talent development and operational framework creation
• Strong business acumen, and judgment with the ability to bring data driven decision making, and drive the area forward
• Proven ability to work with large datasets and perform complex analyses, including LTV/CAC evaluations, profitability assessments, and KPI tracking / monitoring
• Strong written, communication, and interpersonal skills with the ability to collaborate and influence cross-functionally with both technical and non-technical audiences
• Exceptional communication and storytelling skills, with a track record of crafting narratives that drive measurable business outcomes
• Ability to think creatively and critically and thrive in a fast-paced, dynamic, and often ambiguous work environment
• Identify more efficient methods for completing time-consuming tasks.
• Strong cross-functional collaboration experience, working closely with product, sales, customer success, and marketing teams and senior leaders
• Experience managing significant marketing budgets and influencing executive stakeholders

Responsibilities:

• Drives formulation of overall GTM strategy for Product Marketing and ensures GTM and roadmap decisions are based on strong analysis & customer insights for our consumer products and business
• Build & iterate on our Customer Segmentation and consistently partner with XFN teams to maintain an understanding of our consumers
• Craft compelling narratives, value propositions, and messaging frameworks that differentiate Affirm’s offerings and resonate with key customer segments
• Prioritization of and securing investment into business opportunities by crafting data driven plans & narratives to launch these opportunities into market against our business objectives (business cases & one-pagers)
• Manage and guide performance across owned & operated and paid marketing channels (ie email / push / seo / sem / partner sites and paid channels) with high rigor and monitoring
• Develop & manage testing hypotheses based on consumer insights to grow our business, and lead end-to-end experimentation process from ideation to graduation. Guide and influence graduation decisions based on objective performance analysis.
• Conduct in-depth customer and market research to identify needs, opportunities, and competitive threats, applying insights to inform product positioning and strategy
• Manage relationships and operations within a complex ecosystem involving consumers, merchants, and partners, ensuring alignment and fulfillment of diverse stakeholder needs.
• Gains buy-in from executives and other senior stakeholders with a compelling articulation of Product Marketing strategy and vision
• Establish strong relationships with Product, Analytics, Revenue & Sales, Research, Design, Operations Lifecycle Marketing, Credit and other cross-functional groups to enable collaboration and communication across groups
• Support and work with the team to drive efficient execution of campaigns through iteration of process to encourage better XFN efficiency and driving rapid iteration
• Own & maintain an effective & performant calendar of campaigns, considerate of capacities, objectives, and seasonality
• Lead core stakeholder group meetings (product, analytics, design, eng etc), status updates, driving and reporting an understanding of program performance and opportunities ( incl Metrics Reviews, Period performance reviews, Idea generation among others)
• Monitor launch performance and continuously refine strategies to maximize adoption, retention, and ROI
• Build and lead a high-performing Product Marketing team, fostering collaboration, excellence, and innovation
• Uplevel the team through mentorship, guidance, encouraging of peer reviews & sharing, and fostering conversations of industry insight