Marketing Program Manager

Blackhawk Network•Coppell, TX

2d•Hybrid

About The Position

Blackhawk Network is seeking a strategic and execution-focused Marketing Manager to lead demand generation for their Direct Solutions sales team, targeting the SMB (Small and Medium-sized Business) and mid-market segment of their Incentives business. This role is ideal for a digitally fluent marketer who thrives at the intersection of demand generation, messaging, creative, and product marketing, and who is passionate about developing meaningful pipeline and closed deals through sharp positioning, high-impact campaigns and a tight feedback loop with sales on lead quality. The Marketing Manager will own the demand gen strategy and digital marketing execution for Direct Solutions, targeting SMB and mid-market B2B buyers looking for Incentives solutions across employee, customer, marketing, and other use cases. This role will work cross-functionally with sales, demand gen, content, and creative. The mission is to bring in the right audience, convert them efficiently, and tighten the feedback loop between sales and messaging so lead quality keeps improving.

Requirements

5+ years of experience in B2B product marketing, demand gen messaging, or digital marketing strategy — ideally in B2B tech, SaaS, or fintech serving SMB/mid-market buyers.
Exceptional writing skills — you can write the SEM ad, the landing page headline, and the prospect email yourself. You instinctively know what copy will convert and what won't.
Strong creative judgment — you can brief creative teams and agencies, push them to deliver exceptional output, and tell the difference between work that's on-strategy and work that just looks good.
Working fluency in paid search, SEO, and LinkedIn ads — enough to partner effectively with the demand gen team and agency that own technical execution, read performance data, and direct the changes that matter. You do not need to be a hands-on SEM/SEO practitioner.
Proven track record of improving inbound funnel conversion by iterating on website, landing page, and email messaging based on sales and performance feedback.
Strong instincts for the sales→messaging feedback loop; you actively pull lead-quality signal from sales and translate it into messaging and targeting changes.
BA in marketing, business, or a related field.
Candidates who have successfully implemented and utilized AI tools to enhance their work, improve processes, or deliver measurable results.

Responsibilities

Own the inbound demand gen strategy for Direct Solutions — paid search and SEO as primary channels, LinkedIn ads as supporting channel — and partner with the demand gen team on execution, budget allocation, and channel mix.
Own the Direct Solutions web experience: website pages, landing pages, and conversion paths. Continuously test and iterate on messaging, layout, and CTAs to improve qualified lead conversion.
Drive the prospect email program — nurture flows, transactional buyer outreach, and standard-program prospect campaigns — in partnership with demand gen and lifecycle teams.
Develop in-product guides and explainer videos to support self-serve evaluation and reduce friction in the buyer journey for transactional and standard-program use cases.
Develop quarterly campaign plans and briefs; manage execution through campaign managers and creative partners.
Understand and own your target audience — SMB and mid-market buyers of transactional gift card orders and standard incentive programs — and refine ICP definitions based on inbound lead patterns and sales feedback.
Host and present plans quarterly to stakeholders, with time for pitchbacks and adjustments based on performance, strategy shifts, and economics.
Partner with product marketing to develop and maintain the messaging framework specifically for the Direct Solutions audience, including: Ideal Customer Profiles (ICPs) for transactional buyers and standard-program buyers, Buyer personas, pain points, and the triggers that bring them inbound, Competitive landscape and differentiated positioning at the SMB/mid-market end of the market, Objection handling and value articulation, Product differentiation tailored to self-serve and standard-program use cases.
Own the end-to-end Tango prospect experience for this segment — what the journey looks like by use case, what's working, where prospects drop off, and how we compare to competitors.
Ensure consistent messaging across all digital touchpoints — ads, website, landing pages, email, and in-product content.
Collaborate with the customer experience and existing customer marketing managers to ensure a cohesive messaging approach from new prospect through existing customer flows.
Drive creation of high-impact assets including product videos, website updates, and testimonials/case studies in collaboration with internal teams.
Act as the day to day point of contact with Direct Solutions Sales teams, understand prospect conversations & sales needs.
Establish a tight feedback loop with the Direct Solutions sales team on inbound lead quality — what's converting, what's not, and which audiences/keywords/messages are bringing in the wrong fit. Use that feedback to continuously adjust website, landing page, and ad messaging to bring in the right audience and improve downstream conversion.
Provide light-touch sales enablement — talking points, objection handling, and updated collateral — proportional to the standard, non-customized nature of these deals.
Partner with demand gen to track full-funnel performance — paid search and SEO traffic, landing page conversion, MQL volume and quality, SQL conversion, pipeline contribution, and revenue impact.
Run ongoing tests on ad copy, landing page messaging, and email sequences to improve conversion rate and lead quality.
Own the lead qualification and routing strategy with sales, ensuring marketing-generated leads are followed up efficiently and convert to closed-won.
Align weekly with Direct Solutions sales on lead quality and pipeline health; report monthly to broader stakeholders on performance and optimization plans.