Segment Marketing Manager

Beem Credit Union

6d•Remote

About The Position

The Segment Marketing Manager leads the strategy for how Beem’s priority products are positioned, launched, and adopted by defined member segments. This role sits at the intersection of Product & Innovation, Growth Marketing channels, and Business Intelligence translating market and member insights into clear targeting, positioning, and go-to-market plans that drive measurable outcomes across the lifecycle (awareness, adoption, engagement, and retention). The Segment Marketing Manager leads cross-functional alignment on launch readiness and enablement, provides segment-specific messaging direction to channel and content partners, and uses performance data and feedback loops to continuously improve results. This position is open to remote work arrangements within British Columbia with the expectation of occasional travel to our Burnaby or Kelowna Hubs.

Requirements

Bachelor’s degree in Marketing, Business Administration, or a related field.
3–5 years of experience in product marketing within Credit Unions, Financial Institutions, or Fintech.
Proven success in developing and executing GTM strategies that drive acquisition and retention.
Strong analytical skills with experience in market research and data interpretation.
Deep understanding of the five pillars of Product Marketing: Customer , Market Insight, Positioning & Messaging, Launches, and Sales Enablement.
Excellent communication and presentation skills with the ability to influence stakeholders.
Proficiency in project management tools such as Asana, Confluence, and Jira.
Strategic thinker with a performance-driven mindset and the ability to manage multiple initiatives.

Responsibilities

Own the GTM plan for priority products/initiatives (target audience, objectives, channel mix, timeline, launch assets, and measurement approach).
Partner with Product & Innovation to validate product-market fit assumptions and translate roadmap changes into launch/activation plans.
Ensure GTM priorities are aligned to business goals and the end-to-end member experience.
Develop lifecycle programs (onboarding, activation, cross-sell, and retention) in partnership with Digital Marketing and Growth teams.
Identify friction points in the journey and recommend message/channel improvements to increase conversion and satisfaction.
Contribute segment-specific plays that help teams drive consistent engagement across the lifecycle.
Synthesize market, competitive, and member insights with Business Intelligence/Analysts to inform prioritization and growth hypotheses.
Identify unmet needs and whitespace opportunities and translate findings into clear recommendations for Product and Marketing.
Maintain a lightweight insight repository (key learnings, segment takeaways, and message tests) to support repeatable decision-making.
Define positioning, value propositions, and key messages for priority segments (including proof points and objections handling).
Provide messaging guidance and briefs to growth and brand teams to ensure consistent execution across owned, paid, and branch touchpoints.
Develop segment and channel briefs (email/web/app/branch) and partner with Content and Creative teams to produce compliant, on-brand assets.
Partner with Business Insights, Product and Innovation teams to define and evolve target segments and personas (needs, behaviors, barriers, and triggers).
Translate segment definitions into practical targeting inputs for campaigns (audience rules, channel priorities, and personalization cues).
Assess segment performance over time and recommend refinements based on adoption, engagement, and value indicators.
Align stakeholders on launch readiness: goals, roles, timelines, required approvals, and asset needs.
Co-create internal enablement with Learning & Development (training decks, FAQs, and job aids).
Equip Growth and Business Unit teams with segment-focused narratives and use cases to support conversations with members.
Collaborate with our brand team to support initiatives to foster member loyalty and advocacy.
Support referral programs and community engagement campaigns.
Support and engage with our research teams to invite member participation and feedback.
Review results with Marketing Operations/Analytics and diagnose what is working (and why) to inform next iterations.
With support from our marketing operations and digital marketing teams, run structured learning loops (A/B tests, message tests, and member feedback) and translate learnings into channel and creative updates.