Basic Function

The Product Marketing Manager is responsible for developing differentiated positioning and messaging strategies that inform Lumin Digital's go-to-market motions. This role synthesizes buyer research, competitive analysis, and product innovation into compelling market narratives—translating complex platform capabilities into clear buyer value. The PMM works across multiple GTM work streams and product initiatives, creating the strategic positioning frameworks and content execution that drive awareness, pipeline, and adoption. This role collaborates closely with Product, Sales, and the Senior PMM – GTM on launch enablement, ensuring positioning translates into measurable commercial impact.

 

Essential Functions and Responsibilities

• Develop differentiated positioning and messaging strategies for assigned GTM work streams, informed by buyer research, win/loss analysis, competitive intelligence, and product roadmap analysis.

• Create detailed buyer personas and market adoption strategies that reflect how financial institutions evaluate, buy, and implement solutions.

• Conduct competitive analysis and develop competitive positioning frameworks that articulate Lumin's differentiation.

• Translate product innovation and platform capabilities into compelling market narratives and value propositions.

• Create and execute sales enablement content including pitch decks, one-pagers, competitive battle cards, case studies, ROI tools, and demo narratives—working in partnership with Senior PMM – GTM on strategic direction.

• Collaborate with lifecycle marketing campaigns, messaging frameworks, and content strategy that support go-to-market launches and sales/CX goals.

• Partner with Product and Design teams on content development, brand asset creation, and ensuring consistent visual execution of positioning across materials.

• Track content performance, sales utilization, and win/loss data; report on messaging effectiveness and recommend positioning refinements.

• Work cross-functionally with Product, Sales, and Senior PMM – GTM on GTM work streams to ensure strategic alignment and execution excellence.

• Perform other duties as assigned.

 

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.

 

Position Specifications

Education

• Bachelor's degree in Marketing, Business, Communications, or related field required; or equivalent combination of education and experience

• MBA a plus

Experience

• At least 3+ years of product marketing experience in B2B SaaS required

• Experience in fintech, financial services, or banking technology strongly preferred

• Demonstrated experience developing positioning and messaging frameworks for complex software solutions

• Track record synthesizing buyer research and competitive intelligence into strategic market narratives

• Experience creating sales enablement content and working with Sales teams on GTM campaigns

Knowledge, Skills, & Abilities

• Strong command of product marketing fundamentals: positioning, messaging, competitive analysis, and persona development

• Exceptional written and verbal communication skills with ability to translate complex platform capabilities into clear buyer value

• Familiarity with digital banking, financial technology, or credit union/community bank markets a strong plus

• Collaborative team player who thrives in fast-moving, high-growth environments with multiple concurrent priorities

• Proficiency with project management and content tools (Asana, Notion, Google Workspace, etc.)

• Comfort working with design teams and brand systems; ability to translate strategic ideas into visual content briefs

Travel

• Minimal—12 days or less per year for team in-person gatherings (typically 3–4 days each)