About the position
The Vice President of Product Marketing will shape First Tech’s product marketing strategy inclusive of market positioning, go-to-market planning and execution, and strategic growth initiatives. This role will lead multiple-functions, fostering a collaborative one-team culture, to actualize insight-driven, integrated marketing initiatives, and drive member acquisition and retention during an exciting time of expansion. Overseeing multiple teams—including Product Marketing, Paid Media, and Lifecycle Marketing—the VP is accountable for delivering measurable business outcomes including driving the execution of product positioning, product adoption, and lifecycle marketing. The role requires a balance of strategic vision and operational discipline, building and maintaining a twelve-month go-to-market roadmap tied to business goals, with a strong emphasis on cross-functional partnership. As a key member of the marketing leadership team reporting to the CMO, the VP of Product Marketing acts as the voice of the market—bringing forward customer insights and competitive intelligence to inform product development and enterprise strategy. This leader ensures that all product-oriented marketing efforts align to strategic goals, and reflect First Tech’s mission, values, and commitment to serving the technology community.
Responsibilities
- Mature and execute a comprehensive product marketing strategy aligned with enterprise goals and member needs to drive product bundling and adoption.
- Monitor market trends, uncover new market opportunities, shifts in customer behavior, and competitive changes to guide product development and marketing innovation.
- Develop long-range and short-term implementation roadmaps to reflect strategic priorities.
- Foster a culture of innovation by challenging conventional thinking and empowering teams to pursue bold, creative solutions with a keen eye to our customer.
- Lead market, competitive, and demographic research to inform positioning, messaging, and go-to-market product strategy.
- Build integrated, complex, multi-channel strategies that optimize marketing performance to accelerate acquisition, deepen engagement, and improve member retention.
- Employ advanced analytics to evaluate the full member experience across channels; translate complex data into actionable strategies that guide decision-making, resource allocation, and performance optimization.
- Ensure compliance with regulatory and internal standards.
- Lead a rigorous test-and-learn approach to drive continuous performance improvement to optimize marketing effectiveness and spend.
- Build internal capabilities through automation, streamlined processes, and efficient operating models to improve productivity and execution.
- Partner across product, sales, creative, channel owners, and service functions to ensure cohesive product launches, positioning, and lifecycle management.
- Identify and prioritize high-value initiatives and align cross-functional resources accordingly.
- Influence executive stakeholders with clear, data-backed recommendations that drive alignment on priorities and performance.
- Build and lead a high-performing marketing team through effective hiring, coaching, creating opportunities for growth, promoting ownership, encouraging continuous learning, and structured capability-building.
- Instill a culture of accountability through defined KPIs, dashboards, and ongoing performance optimization.
- Create structured feedback loops to surface product insights from members and frontline teams to inform strategy and execution.
Requirements
- 10+ years of progressive product marketing experience; financial industry experience preferred.
- 8+ years' experience leading a diverse team, including hiring, coaching, and performance management.
- Proven ability to lead complex, multi-channel marketing programs from brief to delivery.
- Expertise in managing vendor/agency partnerships.
- Expertise in lifecycle marketing, marketing automation, and customer journey strategy.
- Deep understanding of digital and traditional marketing channels, including SEM, SEO, PPC, direct, social, display, affiliate, and influencer.
- Strong analytical, strategic planning, and business modeling skills.
- Experience with test-and-learn marketing approaches, campaign optimization, and performance reporting.
- Bachelor's degree in Marketing, Business Administration, Communications, or related field required.
- MBA or advanced degree preferred but not required.
Benefits
- 2% discount on mortgages, auto, and personal loans
- Paid Time Off (PTO)
- Paid Holidays
- Paid Parental Leave
- Medical, Dental, and Vision Coverage
- Short- and Long-Term Disability Insurance
- Optional Supplemental Insurance
- 401(k) with Employer Match and Annual Contribution
- Annual Bonus and Incentive Opportunities
- Education Assistance
- Paid Professional Development Time
- Extensive e-Learning Resources
- Paid Volunteer Time
- Charitable Donation Matching
- Access to Financial Planning Support
