Director, Product Marketing

Lumin Digital

12d • Hybrid

About The Position

Lumin Digital is hiring a Product Marketing Director who will operate across the full product marketing spectrum: go-to-market strategy, sales enablement, competitive intelligence, and cross-product adoption across Lumin’s expanding digital banking platform. This is a foundational role—you will build the programs, frameworks, and cadences that define how Product Marketing operates at Lumin. This is a net-new function—you will build the programs, processes, and team infrastructure from the ground up while simultaneously executing against active GTM needs. This is a player-coach role: you will set strategic direction while remaining hands-on across GTM execution, content, and enablement.

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).

Nice To Haves

• Analyst relations experience (Javelin, Forrester, or similar) preferred.

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.

Benefits

• We empower credit unions and banks by creating cutting-edge digital experiences that continuously serve, engage, and grow their membership base.
• Lumin is 100% cloud-native, purpose-built to unlock the full advantages of the cloud for financial institutions and their users.
• Our culture fosters trust - in our expertise and decisions, respect - for diverse perspectives and talents, and boldness - in pursuing innovative paths.
• These values guide us, shaping a workplace where collaboration thrives, ideas flourish, and new possibilities are discovered.
• Focused on continuous improvement and innovation, we encourage our team to explore, experiment, and put new ideas into action, challenging the usual way of doing things.

What This Job Offers

• Job Type: Full-time
• Career Level: Director