Senior Principal Product Marketing Strategy

Product Growth Marketing And Go-To-Market Strategist

Accountable for the end-to-end product growth marketing and go-to-market (GTM) strategies for one or more of Alliant's key business segments such as Consumer Deposits, Residential Lending, Retirement & Investment Services, etc. Owns target segment positioning, messaging frameworks, and integrated launch strategies across paid, owned, earned, partner, and PR/communications channels. Partner with product, marketing, compliance, operations, and other areas, responsible for building the business segment's brand identity and industry leadership, new product launches, and overseeing all BAU marketing activities in support of the respective business area.

Enable marketing to operate as a strategic partner driving go-to-market excellence, ensure launches are thoughtful, differentiated, and execution-ready.

Essential Responsibilities:

• Define and execute enterprise-level GTM strategies for one or more of Alliant's key business segments (e.g., Consumer Deposits, Consumer Lending, Residential Lending, etc.) and strategic partnerships (e.g., nurses, etc.).
• Define business and product positioning, value propositions, target audiences, and messaging frameworks (core narrative with channel-specific adaptations).
• Design integrated launch strategies that leverage a wide range of marketing channels, including paid, owned, earned, partnership-led, and PR/communications approaches.
• Bring creative, differentiated, and "out-of-the-box" thinking to launch strategy while maintaining brand, risk, and compliance alignment.
• Define and oversee comprehensive launch plans, including phasing, channel sequencing, targeting, creative direction, offer strategy, and stakeholder approvals.
• Partner with product to translate product features into value and needs-based messaging that resonates with target audiences.
• Partner with digital, operation, and other teams to ensure exceptional member experiences (from marketing asset views to account openings and onboarding to servicing), aligned with brand promises made in marketing.
• Drive launch readiness across marketing, PR/Communications, frontline/channel teams, and operational stakeholders, including training materials, FAQs, toolkits, and internal communications.
• Establish and manage launch governance, including milestones, dependencies, risk and controls checkpoints, and decision forums.
• Define launch success metrics and measurement plans, including funnel KPIs, activation and adoption indicators, and early retention signals.
• Partner with analytics and BI teams to develop dashboards and insight loops, identify early learnings and recommended actions.
• Transition launched products and capabilities into BAU ownership with marketing strategists, including clear documentation of audiences, journeys, messaging guardrails, and test-and-learn insights.
• Contribute to evolving product marketing and launch frameworks that improve speed-to-market, cross-functional clarity, and launch consistency at scale.
• Act as a senior strategic advisor to product and partnership leaders and provide strategic direction and prioritization to marketing strategists.
• Ensure clean handoffs between strategy, launch and BAU lifecycle execution, reinforcing clarity of ownership.
• Adhere to and ensure compliance of all business transactions with policy and process of the Bank Secrecy Act. Ensures compliance with all applicable state and federal laws, company procedures and policies. Maintains integrity and ethics in all actions and conversations with or regarding credit union members and their accounts; complies with Privacy Act directives.

Education Minimum - 4 Year Bachelors Degree in Marketing or related Years of Experience Minimum - 10 Years of Product marketing, go-to-market strategy, lifecycle marketing, or growth marketing (financial services experience preferred) or related In Lieu of Education 12 Years of Product marketing, go-to-market strategy, lifecycle marketing, or growth marketing (financial services experience preferred) or related