The Senior Manager: Product Marketing plays a pivotal role in shaping and executing high-impact marketing strategies for credit cards and lending products. This position is responsible for driving customer awareness, increasing consideration, and generating high-quality application inflows across targeted market segments.

As a Senior Manager: Product Marketing, you will lead the end-to-end product marketing function, ensuring that product features, rewards, partnerships, and digital enhancements are clearly communicated through compelling storytelling that converts into measurable business outcomes. The role requires a strong balance between creative marketing thinking and performance-driven execution.

This position operates at the intersection of marketing, product, and sales, ensuring that all campaigns and narratives directly support revenue growth, customer acquisition, and portfolio expansion.

Job Purpose

The primary purpose of the Senior Manager: Product Marketing is to position financial products effectively in the market, driving demand generation and conversion through well-structured campaigns, strong value propositions, and data-driven marketing execution. The role ensures that marketing initiatives deliver both brand impact and commercial performance across multiple channels and customer segments.

Key Responsibilities

Product Marketing Strategy and Ownership

• Own and drive the product marketing strategy for credit cards and personal lending products
• Develop and manage the annual product marketing calendar, including always-on and campaign-based initiatives
• Define and execute go-to-market strategies for new product launches and enhancements
• Translate product features and benefits into clear, compelling customer value propositions
• Ensure alignment between product positioning and overall business growth objectives

Campaign Development and Execution

• Lead ATL (Above-the-Line) and BTL (Below-the-Line) marketing campaigns
• Drive integrated marketing campaigns across digital, social, paid media, search, and owned channels
• Ensure campaigns are aligned with customer acquisition and portfolio growth targets
• Develop creative briefs and oversee execution across internal and external partners
• Deliver consistent messaging across all customer touchpoints

Digital Marketing and Performance Optimization

• Support execution of digital marketing strategies across multiple platforms
• Monitor and optimise campaign performance across key metrics including CTR, CPA, funnel entry, and conversion rates
• Use data-driven insights to improve targeting, messaging, and campaign efficiency
• Ensure continuous optimisation of marketing spend to maximise return on investment
• Collaborate with performance marketing teams to improve lower-funnel conversion outcomes

Customer Segmentation and Insights

• Partner with CVM (Customer Value Management) teams to refine customer segmentation strategies
• Develop segment-specific messaging and tailored marketing narratives
• Analyse customer behaviour and campaign performance to identify growth opportunities
• Ensure marketing strategies are informed by customer insights and data analytics

Content and Marketing Enablement

• Develop marketing assets including flyers, digital content, WhatsApp campaigns, and in-app messaging
• Create internal enablement materials to support sales and frontline teams
• Ensure consistent brand storytelling across all communication channels
• Support product teams with marketing input for new propositions and features

Stakeholder Management and Collaboration

• Act as the key marketing interface for revenue operations and performance teams
• Collaborate with product, sales, digital, and analytics teams to align on growth objectives
• Influence cross-functional teams without direct authority to ensure execution excellence
• Present campaign performance insights and ROI analysis to senior leadership
• Build strong relationships with internal and external marketing partners

Performance Tracking and Reporting

• Own campaign tracking and performance measurement frameworks
• Monitor key marketing metrics including acquisition, conversion, and cost efficiency
• Deliver performance reports and strategic insights to senior stakeholders
• Provide recommendations for optimisation and future campaign improvements
• Ensure all marketing activities are measurable and linked to business outcomes

Brand and Narrative Development

• Lead the development of product storytelling and customer engagement narratives
• Ensure consistent messaging across all product lines and communication channels
• Balance brand storytelling with performance-driven marketing execution
• Strengthen product positioning in competitive financial markets

Success Measures

• Quality-adjusted funnel entry volume growth
• Conversion rate improvement across campaigns and segments
• Reduction in Cost per Application (CPA)
• Campaign ROI and revenue contribution
• Improvement in customer consideration and brand engagement metrics

Required Experience and Skills

• Strong background in product marketing, financial services marketing, or performance marketing
• Proven experience in leading integrated marketing campaigns
• Strong analytical skills with ability to interpret marketing data and insights
• Experience working across digital marketing channels including paid media, search, and social
• Strong understanding of customer segmentation and lifecycle marketing
• Excellent communication, storytelling, and stakeholder management skills

Education Requirements

• Bachelor’s Degree in Business, Commerce, Marketing, or related field
• Professional qualifications in marketing or business management will be an advantage

Equal Opportunity Commitment

This opportunity is offered within an inclusive and equal opportunity environment that values diversity and fairness. Recruitment decisions are based on merit, experience, and alignment with organizational needs. The organization reserves the right not to proceed with any appointment for the advertised Senior Manager: Product Marketing position.