Product Marketing Lead, New Products

At Upstart, the Product Marketing Lead for New Products is responsible for executing growth strategies, shaping go-to-market plans, and directly influencing customer adoption. This includes crafting product positioning, leading integrated marketing campaigns, and analyzing market insights to optimize engagement. Your role will also involve collaboration with cross-functional teams to ensure the product meets borrower needs effectively.

To qualify for the Product Marketing Lead role at Upstart, candidates should have over 10 years of experience in growth or product marketing, especially with consumer-facing, mobile-first technology. A strong understanding of financial metrics, demonstrated success in acquiring app-based products, and the ability to effectively collaborate across teams are key prerequisites for this position.

As a Product Marketing Lead at Upstart, you will directly contribute to our mission of expanding access to affordable credit through the development of innovative lending products. Your strategies will be geared towards promoting financial security for borrowers, helping to transition them from high-cost loans to reliable and effective credit solutions.

The anticipated base salary for the Product Marketing Lead position at Upstart is between $155,500 and $215,100 USD, depending on your specific location and experience. Given Upstart’s commitment to transparency, your recruiter will discuss detailed compensation specifics tailored to your background during the hiring process.

The Product Marketing Lead at Upstart will engage in extensive collaboration across teams, including Product, Growth, Analytics, and Creative. This cross-functional partnership is crucial to ensure that marketing strategies align with product development goals and market demands, creating a cohesive approach to driving borrower engagement and success.

To create a robust go-to-market strategy for a new financial product, start by conducting thorough market research to understand your target audience and their needs. Identify unique selling points of the product and craft positioning that resonates with potential borrowers. Then, outline promotional campaigns and partnerships that will help increase visibility and drive user adoption.

Optimizing the customer onboarding process involves a detailed analysis of the current user journey. Gather feedback from users to identify pain points and friction areas. Implement changes such as simplified application forms, tutorial walkthroughs, or optimized user interfaces based on this feedback to enhance the overall experience and improve conversion rates.

In previous roles, I successfully led a campaign focused on increasing app installs for a financial service. By integrating targeted ads with compelling messaging, we increased installations by over 50% in three months while also improving user retention through follow-up engagement strategies that kept users informed and encouraged repeat usage.

Measuring the success of a product marketing initiative requires defining clear metrics such as acquisition rates, user engagement levels, and ultimately, conversion rates. Regularly review performance data and adjust strategies accordingly to enhance results, always focusing on both quantitative and qualitative insights to guide decision-making.

To comprehend consumer behavior related to app usage, employ a mix of qualitative and quantitative research methods, such as user surveys, analytics tracking, and A/B testing. Analyze this data to identify patterns, preferences, and potential friction points, allowing you to tailor marketing efforts effectively and improve user experience.

Effective collaboration with cross-functional teams can be ensured by establishing regular communication channels, setting shared goals, and fostering a culture of openness. Creating collaborative platforms for discussions and updates can also enhance teamwork and ensure everyone remains aligned on project objectives.

For a new mobile financial product, I would focus on digital marketing channels such as social media and search engine marketing where potential users are active. Additionally, influencer partnerships and content marketing can engage the target audience effectively and drive awareness and interest through various online touchpoints.

Handling a negative response to a product launch requires a prompt and transparent approach. First, acknowledge the feedback publicly, followed by gathering detailed insights from users to understand the issues. Making necessary adjustments based on this feedback and communicating those changes to users can help rebuild trust and demonstrate commitment to improvement.

One key example was when data revealed that our user drop-off rate was highest during the onboarding phase. This finding prompted us to revise our onboarding process, simplifying steps and adding helpful resources, which ultimately led to a 30% increase in successful onboarding completion rates.

The future of product marketing in fintech will likely emphasize personalization and customer-centric approaches. Leveraging AI and data, marketers will increasingly tailor products and marketing efforts to individual behaviors and preferences, making the user experience more intuitive and building stronger customer relationships.