Business First Bank

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Senior Manager, Product Marketing

Full-Time Professional Baton Rouge, LA, US

3 days ago Requisition ID: 2792

Summary

The Senior Manager, Product Marketing is responsible for how b1BANK commercializes its products—turning product strategy into compelling positioning, effective go‑to‑market execution, and measurable marketing performance. This role ensures that clients clearly understand the value of our products and that marketing programs drive awareness, adoption, cross‑sell, and engagement. This role is the primary marketing partner to Product Management across the product lifecycle. Product Management owns what we build, the roadmap, and product performance. Product Marketing owns how we bring products to market: positioning, launch execution, campaign performance, and agency delivery.

Specific Job Functions

• Own end-to-end GTM strategy and execution for new product launches, enhancements, pricing and rate changes, and market-specific initiatives across consumer and commercial banking.
• Define launch objectives, audience segmentation, channel strategy, messaging frameworks, and success metrics in partnership with Product Management, line-of-business leaders, and Marketing leadership.
• Maintain a coordinated product marketing calendar aligned with enterprise planning cycles.
• Ensure all GTM plans meet regulatory, legal, and compliance requirements.
• Own GTM performance and reporting, including campaign results, adoption trends, and post-launch analysis that connects marketing activity to business outcomes such as acquisition, cross‑sell, and retention.
• Translate product strategy and technical features into clear, compelling client‑facing narratives aligned with brand standards.
• Develop and maintain value propositions, competitive positioning, and messaging frameworks for consumer and commercial products.
• Partner with Product Management to ensure messaging accurately reflects product capabilities and client needs.
• Conduct and synthesize market research, competitive intelligence, and voice‑of‑customer insights to continuously refine positioning and inform how we compete in our markets.
• Insights, Segmentation & Performance Measurement
  • Define the metrics that matter for launches and ongoing programs (awareness, funnel conversion, adoption, cross‑sell, retention, ROI) and translate results into recommendations that inform marketing, product, and executive decision‑making.
  • Own reporting and performance analysis for product marketing initiatives, ensuring insights are actionable and connect marketing activity to business outcomes.
  • Partner with the Marketing Data & CRM Manager, BI, and agency teams to ensure attribution, segmentation, and reporting infrastructure supports decision making.
  • Use insights from CRM, analytics, and market research to refine targeting, channel mix, and investment recommendations.
  • Provide structured feedback loops to Product Management based on client behavior and campaign performance
• Own day‑to‑day management and performance of product‑focused agency partners, including creative development, media execution, deliverables, and SOW alignment.
• Ensure agency output meets quality standards, timelines, and performance expectations.
• Manage budgets related to product marketing initiatives and agency scopes.
• Cross‑Functional Collaboration
  • Serve as the embedded strategic marketing partner to Product Management, bringing client, market, and competitive perspective into product planning and supporting commercialization throughout the product lifecycle.
  • Collaborate with Retail, Commercial, Digital, Compliance, Legal, and Operations to ensure alignment and execution readiness.
  • Act as a connector between Product, Marketing, and client facing teams to ensure consistent messaging and coordinated execution.
• Bachelor’s degree in marketing, business or related field is required.
• 10 years of marketing discipline to include product marketing, digital marketing, or other related marketing experience is required.
  • Experience within financial service is preferred.
• Demonstrated track record owning GTM strategy and execution for product launches, with measurable outcomes tied to acquisition, adoption, cross‑sell, or revenue.
• Strong ability to translate complex or technical products into clear, client friendly messaging.
• Working fluency with marketing analytics and CRM platforms (HubSpot, Salesforce, or comparable); comfortable using data to shape strategy and inform executive decisions.
• Familiarity with marketing compliance requirements in a regulated environment.
• Experience owning the client‑side agency relationship, including briefing, creative direction, SOW and budget management, and holding agency partners accountable to performance.
• Strong communication, collaboration, and project management skills; comfortable operating across Product, Retail, Commercial, Compliance, and executive audiences.
• This position requires residency on our banking footprint.

Equal Opportunity Employer/Veterans/Disabled