Role Overview:
The Product Marketing Specialist will play a key role in shaping and executing the marketing strategy for the Bank's Retail Unsecured Lending products. This position will be responsible for developing and launching marketing campaigns, analyzing competitors’ strategies, and ensuring that the product’s positioning aligns with both market needs and business objectives. The role will involve working closely with the Product Owner and cross-functional teams to maximize product visibility and customer acquisition.
Key Responsibilities:
1.    Product Strategy Execution:
o    Collaborate with the Product Owner and the marketing team to implement the product marketing strategy for the Retail Unsecured Lending portfolio.
o    Translate product features and benefits into compelling marketing messages and customer value propositions.
o    Ensure alignment between product development, marketing initiatives, and customer needs to achieve business objectives.
2.    Competitor Analysis:
o    Continuously monitor the competitive landscape to understand competitor products, marketing tactics, pricing strategies, and market positioning.
o    Provide regular reports on competitors’ actions, identifying threats and opportunities for the product.
o    Use competitor insights to inform marketing strategy, positioning, and product differentiation.
3.    Marketing Campaign Initiation:
o    Plan, develop, and launch integrated marketing campaigns (digital, offline, events) to promote the Retail Unsecured Lending products, focusing on customer acquisition, retention, and brand awareness.
o    Work with creative teams and external agencies to develop compelling marketing content (ads, brochures, social media posts) aligned with the product's messaging.
o    Track, measure, and report on the performance of marketing campaigns, using insights to optimize future campaigns and improve ROI.
4.    Market Positioning:
o    Define and refine the product’s positioning in the market, ensuring it stands out from competitors and appeals to target customer segments.
o    Collaborate with the Product Owner and Sales teams to ensure consistent product messaging across all customer touchpoints.
o    Conduct customer research to understand key pain points, preferences, and behaviors, and use insights to inform marketing strategies.
5.    Cross-functional Collaboration:
o    Work closely with product management, sales, operations, and digital teams to ensure a seamless alignment between product features and marketing efforts.
o    Partner with the customer insights and analytics teams to analyze customer data and use insights to shape product marketing strategies.
6.    Content Development:
o    Develop and maintain a suite of marketing materials, including presentations, FAQs, brochures, landing pages, and email campaigns that effectively communicate the product’s benefits to different customer segments.
o    Ensure all product-related content is aligned with the bank’s brand and complies with industry regulations.
7.    Customer Engagement and Experience:
o    Support initiatives to improve the overall customer experience with the product by identifying pain points and creating campaigns that enhance customer satisfaction and loyalty.
o    Use customer feedback to continuously improve marketing communications and strategies.