Product Marketing Sr. Manager – Commercial Cards at Silicon Valley Bank in Santa Clara, California

Job Description:

SVB Marketing is looking for a dynamic, seasoned marketing professional who has extensive experience developing strategic, creative and highly effective multi-media B2B product marketing initiatives, ideally within Financial Services.

As the Product Marketing Sr. Manager you will be responsible for interfacing with the Products team and gathering appropriate customer insights and data points to create and produce product marketing plans that effectively set objectives, develop positioning strategies, and meet or exceed OKRs for product usage in our client base.

You will work across a team of integrated marketing strategists who will partner with Performance Marketing teams (i.e. Channel, Content, Marketing Operations, Marketing Technology and Marketing Analytics) along with agencies to develop client-centric market strategies, with the goal of finding innovative, efficient and effective ways to acquire new clients, and position our financial products as a critical tool to help our clients reach their financial goals.

In this role, you will:

• Work closely with Product Management to define the positioning of our product strategy, roadmaps and execution for all products in alignment with overall business objectives
• Work closely w/ Products team and Performance Marketing teams to deliver impactful product launches globally, from a communications and marketing perspective
• Build and implement product marketing strategies that provide the most advantageous opportunity to gain significant and valid recognition by our audiences and the industry.
• Gather, analyze and apply relevant customer insights and data to help define effective and innovative strategic product marketing approaches
• Develop winning product messaging that attracts the targeted clients across segments, geographies and sectors, and communicates the value of SVB's products in comparison to our competitors
• Take ownership and accountability for results for the product marketing efforts

Practice Development

• In collaboration with Head of Integrated Marketing Strategy, contribute to the development of the product marketing function and frameworks 
• Advise on governance, processes and capabilities required to improve delivery of product marketing strategies

Strategy Development

• Responsible for advising the business and integrated marketing strategists on how product marketing efforts can support the achievement of shared business goals, which includes accountability across
  
  
  • Advise key strategic choices in marketing plans across portfolios and marketing programs
  • Contribute in annual/quarterly marketing plan reviews to ensure continual iteration and optimization of product positioning and messaging to bring a specific products to the market
  
  
• Identify key opportunities to change client behavior, increase client engagement and revenue per client with products that differentiate our brand
• Drive the development of product client value proposition(s) in close collaboration with our Products team
• Contribute to the development of new product pricing strategies by client segments, and advise Products team on positioning
• Contribute to the development of the up-selling and cross selling strategies globally
• Develop and align local product positioning strategies with the geographies, sectors and segments

Initiative Execution

• Collaborate closely with integrated marketing strategists, performance marketing teams and business partners to
• Develop initiative/campaign plans and briefs that are aligned to overarching go-to-market strategies, product strategies, and annual goals / priorities
• Support lifecycle marketing including demand generation and engagement/retention strategies with a primary focus to increase sales of SVB products to the market
• Ensures the marketing teams and internal business partners are educated in SVB's products and its value proposition(s) as well as serve as a key part of the sales enablement process.
• Work closely with a range of cross-functional teams product managers, sales, performance marketing, corporate marketing, and product engineering to deliver impactful product launches globally

Measurement/Optimization

• Evolve and optimize product marketing strategies and product messaging, driven by data and insights, in partnership with performance marketing teams and corporate functions
• Develops insights to advise the Products team in improving our products that increases the value to our clients and product experience

• 8 years of relevant work experience that can span marketing, product marketing, product management or strategy consulting
• 3 years of Digital marketing campaign experience; experience with database marketing teams, trigger-based campaigns, optimizing leads and lead scoring
• 4 years of product marketing experience
• 4 years in integrated planning and/or activation in large complex organization
• 4 years of data-driven marketing strategy planning and budget allocation experience
• MBA
• Preferred: 5 years in B2B marketing / financial services
• Cross-skilled across brand, content, media, channels, some marketing technology and data analytics
• Familiarity with Agile methodology
• Deep knowledge of Cards, preferably Commercial Cards but could be Small Business or Consumer Cards as well.
• Deep knowledge of the product positioning and messaging that meet/exceed global business objectives
• Deep understand how to scope and execute product marketing strategies needed to reach different client segments

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