Senior Manager, Product Marketing

This role owns product messaging, competitive positioning, and sales enablement end-to-end across the AFS product portfolio. The Senior Manager has authority to define and publish messaging frameworks, competitive battle cards, and sales collateral without per-item approval, while escalating strategic positioning decisions affecting pricing or product strategy to the CBIO. Key cross-functional dependencies include sales, product management, and customer success. The role operates within AFS's FFIEC-regulated environment and must ensure all external-facing content meets accuracy and compliance standards.

• Own positioning, messaging, and competitive differentiation across the AFS product portfolio (AFSVision, IRIS, CRN, and the Pricing Dashboard).
• Translate commercial lending buyer insights — derived from win/loss data, customer interviews, and market research — into a compelling 'why AFS' narrative that equips sales to win.
• Develop core sales enablement deliverables including battle cards, pitch decks, competitive intelligence reports, and customer case studies.
• Lead competitive intelligence efforts: monitor the competitive landscape (nCino, Abrigo, FIS, Jack Henry, and others), analyze win/loss patterns, and keep the sales team current and confident.
• Participate in CBIO deal reviews and partner directly with sales to sharpen messaging in active competitive opportunities.
• Define and maintain ideal customer profiles (ICP) for each AFS product, ensuring sales and demand generation are targeting the right institutions.
• Support analyst relations and build AFS's credibility and presence with relevant industry analysts and influencers.
• Use AI as a production tool to create high-quality collateral efficiently, while maintaining editorial judgment over strategy, accuracy, and quality.
• Partner with the Chief Product Officer to align product roadmap narratives with market positioning and go-to-market launch strategy.
• Develop go-to-market plans for new product releases and feature launches, coordinating across sales, marketing, and product.

Success in the first year is defined by a measurably stronger sales team — one that wins more often, faster, and with greater confidence — supported by a rigorous messaging framework and a growing library of high-quality sales enablement assets.

• Develop and publish a positioning and messaging framework for all four AFS products, reviewed and adopted by the sales team, within 90 days.
• Deliver a complete competitive battle card set covering AFS's top five competitors, actively used by reps in live deals, within 120 days.
• Achieve measurable improvement in win rate and/or deal velocity in competitive opportunities within 12 months, as tracked in Salesforce.
• Define and document ICP profiles for each AFS product; ICPs are integrated into Salesforce and used by both sales and demand generation to focus pipeline activity.
• Establish a monthly competitive intelligence cadence — briefing the sales team on market movements, competitive changes, and win/loss patterns.
• Produce a library of at least 10 customer case studies and reference stories that sales actively deploy in procurement and evaluation processes.
• Earn consistent positive feedback from the CBIO and sales leadership on the quality and utility of sales enablement materials.

• Revenue-first mindset: every deliverable is evaluated by whether it helps the sales team win faster and more often.
• Deep domain curiosity: invest ongoing effort in understanding the commercial lending market, buyer personas, and competitive dynamics — not just at hire but continuously.
• Bias toward output: produce high-quality work at pace, using AI tools to scale production without sacrificing accuracy or strategic judgment.
• Cross-functional partnership: work closely with sales, product, and customer success — share information openly, seek feedback, and build shared accountability for customer outcomes.
• Regulatory awareness: operate with an understanding of AFS's FFIEC-regulated environment and ensure all external-facing content reflects that context accurately.
• Executive presence: communicate…