Product Marketing - GTM Lead (Hybrid - Coppell, TX or Pleasanton, CA)

Blackhawk Network, Inc.•Coppell, TX

60d•Hybrid

About The Position

Blackhawk Network is seeking a strategic and execution-focused Product Marketing - GTM Lead to drive go-to-market success for our Incentives business. This role sits at the intersection of sales, demand generation, and messaging strategy, and is ideal for a marketer who can turn mature products into growth engines through sharp positioning and high-impact campaigns. You will lead a team of GTM Program Managers and Campaign Managers responsible for orchestrating GTM strategy across segments, translating messaging into creative assets, and ensuring flawless campaign execution. Your mission: define and execute GTM strategies that generate pipeline, elevate brand differentiation, and enable sales success across new customer acquisition, existing customer growth, and partner/reseller marketing.

Requirements

12+ years of experience in product marketing, GTM strategy, or campaign leadership, ideally in B2B tech, SaaS, or financial services.
Proven success in driving pipeline growth through strategic marketing execution.
Strong leadership experience managing cross-functional teams and coaching for strategic impact.
Deep understanding of buyer journeys, personas, and value-based messaging.
Exceptional communication skills with the ability to develop compelling, differentiated positioning.
Strategic thinker with a bias for action and a passion for innovation.

Responsibilities

Own and execute go-to-market strategy for Incentives products across all customer segments and channels.
Partner with demand generation to launch integrated campaigns across digital channels (search, display, LinkedIn, website, email).
Oversee campaign asset creation and workflow management in collaboration with creative teams and agencies.
Ensure GTM Program Managers translate ICPs and positioning into actionable GTM plans, including target lists, channel mix, and campaign briefs.
Drive alignment between GTM strategy and execution teams (Demand Gen, SDRs, Sales).
Collaborate with product marketing to develop messaging frameworks: ICPs, buyer personas, pain points, competitive positioning, and objection handling.
Ensure consistent messaging across campaigns, website, sales outreach, and partner marketing.
Guide team in translating positioning into in-market creative (ads, landing pages, emails).
Manage and mentor Sr. GTM Program Managers and Campaign Managers.
Elevate team's strategic thinking, messaging clarity, and innovation.
Foster a culture of accountability, creativity, and continuous improvement.
Collaborate with sales leaders to align marketing efforts with field needs and feedback.
Support partner/reseller marketing initiatives to drive channel growth and engagement.
Own website content strategy for Incentives products.
Drive creation of high-impact assets (white papers, case studies, videos) in collaboration with internal teams.
Partner with demand gen to track campaign performance and pipeline contribution.
Monitor GTM execution results and adjust strategy as needed, including feedback loops to product marketing.
Test and refine messaging and value propositions to improve conversion and engagement.