US-CA-Los Angeles
Req No. 2021-7524
Category Management
Type Full-Time
The Opportunity
We are seeking a talented Director, Product Marketing to lead the product marketing team through planning against and visualization of the CO-OP product roadmap and resulting product marketing strategy and deliverables. This leader manages direct reports responsible for launching and supporting products throughout their lifecycle, including go-to-market strategy/tactical delivery components (Fact Pack development, Product Positioning Plan creation, client-centric sales tools creation etc.) that ensure revenue and customer satisfaction goals are met. This Director, Product Marketing leads higher profile product marketing products as well as significantly contributes to the overall Product Marketing strategy, mapping and messaging ecosystem interdependencies, related integrated and positioning of product lines, ensuring success metrics are achieved.
This role will oversee the team’s development and delivery of cut-through marketing strategies to position new and legacy products, collaborates closely with content, demand generation and brand partners, always with an eye on helping to support continued account growth and ancillary product sales.
What You Can Look Forward to
- Collaborate with VP, Sales Enablement and Product Marketing to set the messaging, positioning and marketing direction for new solutions and how they are packaged in the holistic portfolio of CO-OP Products.
- Oversee the creation of product “fact packs” to ensure proper market positioning of each solution, serving as first line approver.
- Write product positioning plans and coach direct reports on positioning plans, striving for continuous improvement.
- Consistently analyze and test product positioning against brand and mix of solutions in the portfolio to drive product sales outcomes and company messaging.
- Document plans and thinking and communicate them to Vice President Sales Enablement and Product Marketing, peers and at times, c-level executives.
- Create and execute tactical plans to bring the work to fruition in the manner that exceeds expectations.
- Play a critical role in strategizing which products are included in each live client facing event and when.
- Act as a marketing liaison and strategist with the Product and Sales departments.
- Document and communicate recommendations to agencies, Marketing teams, Product teams and Sales teams.
- Lead implementation of all tactical components of launch, using internal and external (agency) resources.
- Develop and lead team in creation of annual marketing strategies related to new product goals to drive sales goals.
- Analyze market need and competitive context in collaboration with Product and Sales. Construct positioning based on structured analysis incorporating credit unions needs/pain points.
- Oversee product marketing activity to ensure consistent messaging, branding and product positioning across products.
- As leader of the Product Marketing team, will be responsible for developing direct reports, people managing, recognizing top performance and managing poor performance.
- Serve as liaison and conduit of the Product Marketing team, being responsible for reporting identified risks, keeping leadership informed of progress against plan, and product launch statuses.
- Manage budget spending and oversight related to product marketing team in partnership with manager.
- Track and coach team toward established success metrics and KPIs (post product launch CRO readiness surveys, effectiveness of sales tools through CRO utilization stats, PDLC stage gate deliverables achieved, etc.).
- Maintain and have a working knowledge of key competitor activity and key differentiators.
- Providing input and creating alignment with the CX team on recommendations and strategies for new product development priorities and market specifications based on R&D and industry research.
- Communicates product related updates and modifications to sales organization and corporate partners on a frequent basis.
- Collaborate with demand generation and content to develop promotional programs to drive sales through all channels.
- Serve as product/market expert for marketing team as related to product positioning, competitive information and product performance.
- Responsible for reporting risks that are identified to the appropriate team and/or management. Additionally, responsible for managing, monitoring and reporting risks within the scope of your work area, to include, but not limited to Information Security risks.
- Actively supports our CO-OP culture and embraces our core values of Work as Partners, Communicate Openly and Honestly, Demonstrate Excellence and Champion Change in all interactions.
What You’ll Need to Succeed
- Completion of high school, or equivalent.
- Bachelor’s degree in Marketing, or related field plus 6-8 years related experience required, or equivalent training and/or experience.
- Demonstrated expertise in driving revenue, managing product launches and campaigns, campaign creation and execution.
- Financial and/or technology industry background a plus.
- Working knowledge of PPT and Excel.
- Product marketing experience.
- Strong business acumen and commercial understanding and analytical skills.
- Demonstrable experience in utilizing all key elements of the marketing mix and agency management.
- Solid project management skills – on strategy, on time, on budget.
- Solid coaching, management and people skills.
- Creative Marketing skills.
- Campaign Management experience.
- Strong numerical skills and attention to budget.
- Strong marketing strategy and execution skills.
- Outstanding written and verbal communications skills.
- Great communication skills with ability to present to a variety of audiences.
- Skilled at working with multiple stakeholders, internally and externally.
- To quickly establish credibility as a product expert and add critical business value.
- To show leadership in driving the credit union business forward.
- To be a team player demonstrating cooperation in the way the business is done.
- Ability to objectively look at current ways of doing business and implement change.
- Forecasting Accuracy- Forecasting/production planning to hit agreed forecasting metrics.
- Strong business acumen: accurate, insightful & timely.
- Agency Management: drive agencies & vendor partners to do their best work.
- Ability to learn new, complex and dynamic product and industry environment.
- Ability to manage and influence colleagues, peers and executives regardless of reporting structure.
- Creative thinking.
- Action and results-orientated.
- Flexible and creative in approach.
- Thrive in fast-paced environment.
- Energetic self-starter, happy to work on initiatives as part of a team.
Why Join CO-OP?
CO-OP is committed to fostering a workplace where every employee feels valued, respected, and connected. We are dedicated to understanding, attracting and engaging a diverse workforce; ensuring that our employee base reflects the consumers we serve; cultivating a workplace in which every employee can live up to their full potential. The result of this effort is an inclusive environment where diverse talent thrives. You will be part of an organization that focuses on a strong culture and embodies the credit union movement philosophy of People Helping People. CO-OP’s commitment to reflecting our own core values and purpose extends beyond how we serve our clients and the products that we deliver.
With more than 35 years of industry leadership, CO-OP Financial Services is the largest, most comprehensive credit union service organization in the nation. CO-OP serves as THE credit union technology engine, bringing payments solutions, engagement services and strategic counsel to help credit unions optimize member experiences to consistently provide seamless, personalized multi-channel offerings, while delivering secure, sophisticated fraud mitigation service.
CO-OP serves more than 3,000 client credit unions, with 60 million debit and credit cardholders, nearly 30,000 surcharge-free ATMs and more than 5,600 shared branches nationwide. Our vast technological ecosystem facilitates more than 6.5 billion transactions every year and equips credit unions of all sizes to deepen member engagement and prosper in the fast-paced world of fintech.
The Perks
- Fun, challenging and, collaborative work environment with passionate colleagues that care deeply about the intersection of technology and human-centered financial services.
- Great Work/Life Benefits – Paid Time Off (PTO), Maternity, Parental, Family Care, Adoption Leave Programs, Community Volunteer Time Off, and 10 Paid Holidays.
- Health benefits – medical, dental, & vision plus wellness programs and gym reimbursements.
- 401K with generous company match.
- Tuition reimbursement.
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