Senior Product Marketing Manager defining market strategies for a B2B maritime tech startup, leading segmentation, storytelling, and competitive clarity efforts.
About the role
- Product Marketing - GTM Lead at Blackhawk Network driving go-to-market success for Incentives business, collaborating across sales, demand generation, and messaging strategy.
Responsibilities
- Own and execute go-to-market strategy for Incentives products across all customer segments and channels.
- Partner with demand generation to launch integrated campaigns across digital channels (search, display, LinkedIn, website, email).
- Oversee campaign asset creation and workflow management in collaboration with creative teams and agencies.
- Ensure GTM Program Managers translate ICPs and positioning into actionable GTM plans, including target lists, channel mix, and campaign briefs.
- Drive alignment between GTM strategy and execution teams (Demand Gen, SDRs, Sales).
- Collaborate with product marketing to develop messaging frameworks: ICPs, buyer personas, pain points, competitive positioning, and objection handling.
- Ensure consistent messaging across campaigns, website, sales outreach, and partner marketing.
- Guide team in translating positioning into in-market creative (ads, landing pages, emails).
- Manage and mentor Sr. GTM Program Managers and Campaign Managers.
- Elevate team’s strategic thinking, messaging clarity, and innovation.
- Collaborate with sales leaders to align marketing efforts with field needs and feedback.
- Support partner/reseller marketing initiatives to drive channel growth and engagement.
- Own website content strategy for Incentives products. Drive the creation of high-impact assets (white papers, case studies, videos) in collaboration with internal teams.
- Partner with demand gen to track campaign performance and pipeline contribution. Monitor GTM execution results and adjust strategy as needed, including feedback loops to product marketing.
- Test and refine messaging and value propositions to improve conversion and engagement.
Requirements
- 12+ years of experience in product marketing, GTM strategy, or campaign leadership, ideally in B2B tech, SaaS, or financial services.
- Proven success in driving pipeline growth through strategic marketing execution.
- Strong leadership experience managing cross-functional teams and coaching for strategic impact.
- Deep understanding of buyer journeys, personas, and value-based messaging.
- Exceptional communication skills with the ability to develop compelling, differentiated positioning.
- Strategic thinker with a bias for action and a passion for innovation.
- Experience in implementing and utilizing AI tools to enhance work, improve processes, or deliver measurable results.
Benefits
- 401k with employer match
- medical insurance
- dental insurance
- vision insurance
- 12 paid holidays throughout the year 2025
- sick pay accrual according to state law
- parental leave
- life insurance
- disability insurance
- accident and illness insurance
- health and dependent care flexible spending accounts
- wellness benefits
- flexible time off for all full-time employees
Job title
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