Director, Product Marketing

Basic Function

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.

Essential Functions and Responsibilities

Go-to-Market & Launch

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.

Sales Enablement & Cross-Product Adoption

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.

Market & Competitive Intelligence

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.

Messaging, Positioning & Content

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.

AI-Driven Marketing Excellence

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.

Physical Demands

• While performing the duties of this job, the employee is regularly required to sit; use hands to type, handle, or feel and talk or hear

• Specific vision abilities required by this job include close vision

• Ability to occasionally lift/move up to 25 pounds

• Individuals with a disability who are otherwise able to perform the essential functions of the job may request reasonable accommodation through the Human Resources department.

Supervisory Responsibility

• 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.

Position Specifications

Education

• Bachelor’s degree in business, marketing, or related field; MBA preferred

Experience

• 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.

Knowledge, Skills, & Abilities

• 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.

• 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.

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

• Proficient in Google Workspace, and CRM/collaboration platforms (HubSpot, Slack, or similar).

Travel

• Less than 25%—up to 65 work days of travel per year; includes quarterly in-person onsites.