Principal Product Marketing Strategist

Accountable for the end‑to‑end product marketing and go‑to‑market (GTM) strategy for Alliant’s highest‑priority new products and strategic capabilities. Owns positioning, value propositions, messaging frameworks, and integrated launch strategies across paid, owned, earned, partner, and PR/communications channels. Partnering with team and responsible for bringing new products and capabilities to market and then transitioning initiatives into BAU lifecycle optimization post‑launch. Enabling marketing to operate as a strategic partner driving go‑to‑market excellence, ensuring launches are thoughtful, differentiated, and execution‑ready.

Essential Responsibilities

• Own end‑to‑end creation and launch strategy for priority new products and capabilities (e.g., flagship deposit or lending launches, new member value propositions, new SEG capabilities)
• Define product positioning, value propositions, target audiences, and messaging frameworks (core narrative with channel‑specific adaptations).
• Design integrated launch strategies that leverage a wide range of marketing channels, including paid, owned, earned, partnership‑led, and PR/communications approaches
• Bring creative, differentiated, and when appropriate “out‑of‑the‑box” thinking to launch strategy while maintaining brand, risk, and compliance alignment
• Build comprehensive launch plans, including phasing, channel sequencing, targeting, creative direction, offer strategy, and stakeholder approvals
• Partner with product and digital teams to translate product features into market‑ready value and experiences
• Drive launch readiness across marketing, PR/communications, frontline/channel teams, and operational stakeholders, including training materials, FAQs, toolkits, and internal communications
• Establish and manage launch governance, including milestones, dependencies, risk and controls checkpoints, and decision forums.
• Define launch success metrics and measurement plans, including funnel KPIs, activation and adoption indicators, and early retention signals
• Partner with analytics and BI teams to develop dashboards and insight loops; identify early learnings and recommended actions
• Transition launched products and capabilities into BAU ownership with, including clear documentation of audiences, journeys, messaging guardrails, and test‑and‑learn insights
• Serve as a senior product marketing partner to product, digital, etc., and business leaders on launch strategy and GTM approach
• Contribute to evolving product marketing and launch frameworks that improve speed‑to‑market, cross‑functional clarity, and launch consistency at scale

Adhere to and ensure compliance of all business transactions with policy and process of the Bank Secrecy Act. Ensures compliance with all applicable state and federal laws, company procedures and policies. Maintains integrity and ethics in all actions and conversations with or regarding credit union members and their accounts; complies with Privacy Act directives. 

The responsibilities listed do not contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this position. Duties, responsibilities and activities may change at any time with or without notice.

Education

Minimum - 4 Year Bachelors Degree in Marketing or related

Years of Experience

Minimum - 8 Years of Product marketing, go‑to‑market strategy, lifecycle marketing, or growth marketing (financial services experience preferred) or related

In Lieu of Education

12 Years of Product marketing, go‑to‑market strategy, lifecycle marketing, or growth marketing (financial services experience preferred) or related

License/Certifications/Training

Preferred - Agile/Scrum Certification

Salary Range: $106,500.00 to $160,00.00 USD