Director, Product Marketing

Lumin Digital is hiring a Product Marketing Director who will operate across the full product marketing spectrum. This role involves building programs and frameworks for product marketing while executing go-to-market strategies and sales enablement initiatives.

Responsibilities:

• Own the GTM playbook for product launches
• Develop and execute launch plans spanning positioning, enablement materials, battle cards, pricing guidance, and client communications
• Coordinate readiness across product, engineering, marketing, sales, and support
• Define launch KPIs and run retrospectives
• Integrate PMM into the PDLC from the earliest stages
• Design cross-product bundling strategies and adoption pathways that drive land-and-expand revenue
• Build Sales playbooks with talk tracks, ROI frameworks, and opportunity maps
• Support differentiated enablement for net new logo teams vs. client experience / AE teams
• Operationalize programs (GTM Spotlight, Monthly Product Recap) to keep sales and client experience teams continuously equipped
• Serve as the expert on clients, prospects, and the competitive landscape
• Build win/loss programs that feed actionable insights to product and sales
• Conduct and socialize market research and buyer intelligence
• Develop analyst relationships (Javelin, Forrester)
• Document the buyer journey and drive process changes based on what you learn
• Develop positioning and messaging for target buyer personas—including differentiated narratives for banks and credit unions—that reinforce Lumin’s platform value
• Create and maintain sales collateral, solution guides, and objection-handling frameworks
• Manage marketing plans by product area with measurable goals
• Assess program effectiveness and recommend optimizations
• Leverage AI tools to accelerate product marketing workflows across competitive intelligence, content creation, campaign analysis, and persona development
• Codify AI-augmented best practices and champion adoption across marketing and sales
• Set clear expectations, offer direction, and ensure alignment with organizational goals while fostering a supportive environment that encourages collaboration, accountability, and growth
• Coach, mentor, and provide training opportunities to build team members’ skills, promote internal growth, and prepare staff for future roles and responsibilities
• Manage hiring, onboarding, performance evaluations, promotions, compensation, and terminations, ensuring fair and consistent application of policies and procedures
• Assess team performance regularly, address gaps, and ensure duties are completed efficiently and effectively in alignment with department and organizational objectives

Requirements:

• Bachelor's degree in business, marketing, or related field; MBA preferred
• 7+ years of product marketing experience in B2B SaaS, fintech, or banking technology; at least 2 years in a market-facing or client-facing capacity—this person must have direct experience engaging customers, prospects, or the market, not solely internal-facing work
• Proven track record of owning or directly influencing a revenue goal and consistently meeting or exceeding it
• At least 2 years of direct people management experience; operates as a player-coach who leads by doing as much as directing
• Strong GTM execution track record, has led cross-functional product launches from planning through post-launch measurement
• Demonstrated ability to build product marketing programs from scratch in a high-growth environment
• Experience crafting differentiated messaging for complex technology across multiple buyer segments
• Proven ability to enable sales and client-facing teams to drive cross-sell and upsell revenue across a multi-product portfolio
• Experience with value-based pricing strategy, packaging design, or commercial model development
• Demonstrated experience applying AI tools to product marketing workflows
• Excellent cross-functional leadership—can influence and align stakeholders without direct authority
• Proficient in Google Workspace, and CRM/collaboration platforms (HubSpot, Slack, or similar)
• MBA preferred
• Analyst relations experience (Javelin, Forrester, or similar) preferred