Product Marketing Manager

About this role

About Allica Bank

Allica is the UK’s fastest growing company - and the fastest-growing financial technology (Fintech) firm ever. Our purpose is to help established SMEs, one of the last major underserved opportunities in Fintech.

Established SMEs are the backbone of local communities - representing over a third of our economy - yet have been largely neglected both by traditional high street banks and modern fintech providers.

Department Description

Product Marketing sits within Allica's Growth function, based around talented, empowered and autonomous individuals who will be responsible for driving engagement, retention and growth from our existing customer base across a combination of channels to meet objectives set across the business. You will get the opportunity to work with different teams across the business including product squads, distribution, data and operations to deliver on Allica's mission of becoming the UK's most recommended business bank.

Role Description

We are seeking a Product Marketing Manager to lead how we increase value for our existing Business Rewards Account customers and for Allica - growing engagement, retention and revenue from the base we already have, with lending growth coming through those existing customers rather than new acquisition.

This is a senior, generalist product marketing role, not a single-channel specialism. You'll set the strategy and priorities for how we grow engagement, retention and value across our existing customer base, translating customer behaviour and commercial goals into a clear plan - then working with the Senior Growth Executives and wider team to bring that plan to life. You'll be the person who decides what we focus on and why, not just how a given campaign is built.

You'll work as a senior partner to the Product Marketing Lead, and alongside the two Senior Growth Executives, as well as Product, Data, Compliance, Operations and CRM teams, to plan and deliver in-life activity that is well-targeted and clearly tied to commercial value.

Principal Accountabilities

In-Life Marketing Strategy & Direction

- Own the in-life strategy and roadmap, focused on extracting value from existing customers and driving cross-sell through activation, engagement and retention.

- Prioritise where the team focuses effort, based upon commercial impact.

- Set the standards and frameworks (testing, targeting, measurement) that the wider team works to.

- Own day-to-day accountability for in-life performance across Business Rewards Account and Lending, escalating trade-offs to the Product Marketing Lead.

Delivery & Execution

- Build and run lifecycle campaigns yourself (email, in-app, direct mail and more), and guide and quality-check work from the teams Senior Executives.

- Spot moments in the customer journey - milestones, drop-off points, underused features - where marketing can improve outcomes.

- Review performance data and decide what to scale, pause or iterate, making changes yourself where needed.

Product & Customer Insight

- Build a strong understanding of how customers use Business Rewards Account and Lending, and where cross-sell and retention value is being left on the table.

- Feed insight back into the product roadmap, flagging friction, adoption gaps and opportunities.

Cross-Functional Leadership 

- Partner with CRM/HubSpot, Data, Compliance, Risk and Operations to plan and execute in-life campaigns end-to-end, representing Product Marketing in cross-functional forums. 

- Manage multiple lifecycle initiatives, keeping plans and stakeholders aligned.

Reporting & Continuous Improvement 

- Own the reporting framework for in-life success (engagement, retention, cross-sell, campaign performance), with particular focus on Business Rewards Account value extraction and cross-sell.

- Report regularly to the Product Marketing Lead on performance, learnings and next priorities. 

- Use AI-enabled tools to accelerate analysis, drafting and reporting.

- Own the in-life strategy and roadmap, focused on increasing value for both customers and the bank through activation, engagement and retention - with lending growth coming from within our existing customer base.

- Prioritise where the team focuses effort, based on commercial impact. 

- Set the standards and frameworks (testing, targeting, measurement) the wider team works to.

- Own day-to-day accountability for in-life performance across Business Rewards Account and Lending, escalating trade-offs to the Product Marketing Lead. 

- Build and run lifecycle campaigns yourself (email, in-app, direct mail and more), and guide and quality-check work from the Senior Growth Executives.

- Spot moments in the customer journey - milestones, drop-off points, underused features - where marketing can improve outcomes.

- Review performance data and decide what to scale, pause or iterate, making changes yourself where needed.

- Build a strong understanding of how customers use Business Rewards Account and Lending, and where there's opportunity to create more value for both the customer and the bank.

- Feed insight back into the product roadmap, flagging friction, adoption gaps and opportunities.

- Partner with CRM/HubSpot, Data, Compliance, Risk and Operations to plan and execute in-life campaigns end-to-end, representing Product Marketing in cross-functional forums.

- Manage multiple lifecycle initiatives across Business Rewards Account and Lending, keeping plans and stakeholders aligned.

- Own the reporting framework for in-life success (engagement, retention, value creation, campaign performance), with particular focus on Business Rewards Account and lending growth from within the existing base.

- Report regularly to the Product Marketing Lead on performance, learnings and next priorities.

- Use AI-enabled tools to accelerate analysis, drafting and reporting.

Personal Attributes & Experience Skills & Experience

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