Senior Product Marketing Manager

H&R Block is a tax services company blending human expertise with digital innovation to help clients and communities build confidence. The Senior Product Marketing Manager will lead go-to-market strategy, positioning, messaging, commercialization, and launch planning for Consumer Tax products and services. The role partners with Product, Marketing, Finance, Analytics, and other stakeholders to drive customer adoption, growth, and long-term value.

Responsibilities:

• Lead go-to-market strategy and planning for Consumer Tax products, services, experiences, and key business initiatives
• Develop product positioning, value propositions, customer messaging frameworks, and market narratives that clearly communicate customer benefits and business value
• Partner with Product Management teams to understand product roadmaps, customer needs, and business priorities and translate them into effective marketing strategies
• Create integrated launch plans that align Marketing, Product, Operations, Retail, Franchise, and Customer Experience stakeholders around successful market introductions
• Develop creative briefs that guide campaign development and ensure marketing executions effectively communicate product value and customer benefits
• Partner with Creative, Channel Marketing, CRM, Paid Media, and Content teams to ensure go-to-market strategies are activated consistently across customer touchpoints
• Conduct customer, market, and competitive analysis to identify opportunities, inform positioning strategies, and improve product adoption
• Define target audiences, customer segments, and market opportunities in partnership with Analytics and Audience Strategy teams
• Collaborate with cross-functional stakeholders to develop marketing plans that support product launches, feature releases, seasonal initiatives, and business priorities
• Monitor product performance, customer behavior, market trends, and competitive activity to identify growth opportunities and recommend strategic adjustments
• Measure and evaluate launch effectiveness, adoption metrics, and marketing performance to drive continuous optimization
• Present recommendations, business cases, launch strategies, and performance results to senior leadership and cross-functional partners
• Support annual planning efforts by identifying growth opportunities, customer needs, competitive threats, and product marketing priorities

Requirements:

• • Bachelor's degree in Marketing, Business, Communications, or related field
• • 7+ years of experience in product marketing, marketing strategy, go-to-market planning, integrated marketing, or related disciplines
• • Experience leading go-to-market initiatives and product launches within a consumer-focused organization
• • Strong understanding of product positioning, value proposition development, customer segmentation, and messaging strategy
• • Experience partnering with Product Management, Analytics, Customer Experience, Operations, and Marketing teams in a highly matrixed environment
• • Demonstrated ability to develop customer-centric marketing strategies that drive awareness, adoption, engagement, and business growth
• • Strong analytical skills with experience leveraging customer insights, market research, and performance data to inform decision-making
• • Excellent communication, presentation, stakeholder management, and influencing skills
• • Proven ability to lead complex cross-functional initiatives and manage multiple priorities simultaneously
• • Experience developing creative briefs and guiding integrated marketing campaigns from concept through launch
• • Master of Business Administration
• • Experience in a large matrixed marketing organization
• • Experience with franchised, multi-unit retail, financial services and/or seasonal businesses