Marketing Program Manager

About Blackhawk Network

Today, through BHN’s single global platform, businesses of all kinds can tap into the world’s largest network of branded payment solutions. BHN helps businesses grow revenue, increase loyalty, motivate and reward their teams, disburse funds and engage consumers. Branded payment solutions include the issuance and distribution of gift cards, egifts, corporate payouts and rewards, along with the technology to deliver these products in seamless, integrated ways.

BHN’s network spans the globe with more than 400,000 consumer touchpoints. Learn more at

Hybrid flexibility: At Blackhawk Network, you’ll enjoy the best of both worlds—focused remote work plus in-person collaboration at our Coppell, TX office. This rhythm gives you the tools, connection, and autonomy you need to make a real impact.

Blackhawk Network isseekinga strategic and execution-focused
Marketing Manager
to lead demand generation for our Direct Solutions sales team — theSMB (Small and Medium-sized Business) and mid-market segment of our Incentives business. Digital demandgen is the engine of the business
-paid search and SEO are your primary channels, supported by Linked In ads; prospect email, the BHN & Tango websites, landing pages, and in-product guides and videos are your primary assets. This role is ideal for a digitally fluent marketer who thrives at the intersection of demand generation, messaging, creative, and product marketing, and who ispassionateaboutdevelopingmeaningful pipeline and closed deals through sharp positioning, high-impact campaigns and a tight feedback loop with sales on lead quality.

You'llown the demand gen strategy and digital marketing execution for Direct Solutions, targeting SMB and mid-market B2B buyers looking for Incentives solutions across employee, customer, marketing, and other use cases.

You'llwork cross-functionally with sales, demand gen, content, and creative — and because incentives product marketing is focused on supporting large enterprise deals,you'llflex into product marketing for this segment yourself. Your mission: bring in the right audience, convert them efficiently, and tighten the feedback loop between sales and messaging so lead quality keeps improving.

Demand Generation & Digital Marketing

• Own the inbound demand gen strategy for Direct Solutions — paid search and SEO as primary channels, Linked In ads as supporting channel — and partner with the demand gen team on execution, budget allocation, and channel mix.

• Own the Direct Solutions web experience: website pages, landing pages, and conversion paths. Continuously test and iterate on messaging, layout, and CTAs to improve qualified lead conversion.

• Drive the prospect email program — nurture flows, transactional buyer outreach, and standard-program prospect campaigns — in partnership with demand gen and lifecycle teams.

• Develop in-product guides and explainer videos to support self-serve evaluation and reduce friction in the buyer journey for transactional and standard-program use cases.

• Develop quarterly campaign plans and briefs; manage execution through campaign managers and creative partners.

• Understand and own your target audience — SMB and mid-market buyers of transactional gift card orders and standard incentive programs — and refine ICP definitions based on inbound lead patterns and sales feedback.

• Host and present plans quarterly to stakeholders, with time for pitch backs and adjustments based on performance, strategy shifts, and economics.

Messaging&Positioning

• Partner with product marketing to develop andmaintainthe messaging framework specifically for the Direct Solutions audience, including:

• Ideal Customer Profiles (ICPs) for transactional buyers and standard-program buyers

• Buyer personas, pain points, and the triggers that bring them inbound

• Competitive landscape and differentiated positioning at the SMB/mid-market end of the market

• Objection handling and value articulation

• Product differentiation tailored to self-serve and standard-program use cases

• Own the end-to-end Tango prospect experience for this segment — what the journey looks like by use case, what's working, where prospects drop off,…