About Baselane
Baselane is a rapidly growing banking and financial management platform for individual landlords and real estate investors. We are backed by leading FinTech investors, including Matrix Partners, Activant Capital, Collaborative Fund, Conversion Capital, Diagram Ventures, ThomVest, and many FinTech leaders from PayPal, eBay, Google, and more.
We are building the future of financial services for the 12+ million individual landlords and real estate investors who own over 25 million homes in the United States. Our mission is to empower landlords with financial services, automated tools, and actionable insights to help them save time, increase their returns, and grow their investment portfolios.
We are a seasoned team with deep experience in financial services and technology. We have previously worked at companies including The Boston Consulting Group, Morgan Stanley, Plaid, Harry’s, Better, WealthSimple, RBC Ventures, Affirm, NorthOne, RazorPay, and more.
Learn more at baselane.com.
About the Role
We are seeking a highly motivated and experienced Product Marketing Manager to join our growing Marketing team. In this role, you will collaborate with internal teams (Marketing, Product, Engineering, Design, and Business teams) and our customers to become an expert on our customer and their needs.
This role will report to the Head of Marketing and will be responsible for developing and executing strategic marketing initiatives to drive awareness, adoption, and retention of our products. The ideal candidate possesses a strong blend of marketing expertise and product acumen with a deep understanding of B2B SaaS, SMB and/or FinTech landscapes.
Please note that this is a hybrid role that will require at least 2 days a week in our downtown Toronto office a few blocks from Union Station.
What You'll Do
- Develop and partner on go-to-market plans, marketing messaging strategy, and creative strategy, assets and collateral to support product launches and ongoing marketing efforts.
- Develop and refine product positioning and messaging strategies that differentiate us in the market and resonate with our diverse customer base.
- Develop and execute a strategy for and oversee the creation of high-impact marketing campaigns, collateral, copy and website pages that effectively communicate our value proposition and align with our go-to-market strategy. This includes managing and briefing design and content resources, consolidating and providing feedback on revisions, and working with channel managers/performance marketing agency to build creative testing strategy, launch and optimize based on performance.
- Craft compelling product narratives that resonate with target audiences.
- Manage the entire product marketing lifecycle, from positioning and messaging to launch and ongoing promotion to drive adoption. Leverage data and full-funnel metrics to understand customer behavior and measure performance, identify areas for improvement, and optimize future initiatives.
- Understand customer needs through interaction with internal Subject Matter Experts, market and competitive analysis, research, interviews, and product usage data. You’ll use this understanding to impact strategy, influence product roadmap priorities, and develop compelling marketing campaigns + collateral.
- Follow and analyze market trends to develop positioning and messaging that speaks to our prospects and customers.
- Work closely with Marketing, Customer Success, Business Operations, and Product teams to develop key messaging and value propositions for new products and features.
- Serve as a stakeholder in product pricing and packaging strategies to maximize revenue.
What We’re Looking For
- 5+ years of experience in Product Marketing with a proven track record of success in product/feature launches and driving product adoption and growth.
- Natural collaborator who excels at managing via influence and enjoys working with cross-functional teams in a fast-paced, high-growth environment.
- Ability to drive complex, cross-functional projects without a step-by-step playbook and manage key stakeholders while working towards defined business goals.
- Customer obsessed and consistently brings the customer point of view and quantitative insights into product and go-to-market strategy discussions.
- Gifted writer, storyteller, and communicator who can easily convey complex topics and concepts to a range of audiences in multiple formats.
- Demonstrated ability to manage the entire product marketing lifecycle, from crafting compelling product positioning and user messaging to leading successful product launches and ongoing marketing initiatives.
- Fluency with crafting detailed creative and content briefs and managing the creative and messaging development process from end to end with a strong sense for what will resonate and stand out.
- Expertise in developing and executing data-driven marketing campaigns across a variety of channels (e.g., content marketing, social media, paid advertising, influencer marketing) to achieve measurable business objectives (e.g., brand awareness, lead generation, customer acquisition).
- Proven ability to create clear, concise, and engaging narratives that resonate with target audiences.
- Ability to pivot between strategy and execution with a bias toward action.
Preferred Skills & Experience
- Experience in fintech, banking, real estate, or financial services industry.
- Experience at a venture backed SMB or B2C startup.
Benefits & Perks
- Competitive compensation
- Equity - Ownership in what we are building!
- High-quality Medical, Vision, and Dental Insurance
- Life Insurance and Disability Coverage
- Generous time off
- Flexible working hours and location
- Remote working stipend to set up a home office
- Regular social events
