Marketing Manager, Go-To-Market

Responsibilities

Launch Strategy and Planning

• Define the go-to-market strategy, positioning, and target segmentation for every new partner launch and conversion.
• Lead strategic planning sessions with GMs, partner marketing leadership, and internal channel owners to build integrated, multi-channel launch plans covering PR, lifecycle, web, affiliates, paid, and organic.
• Own launch readiness, sequencing, and execution across all marketing surfaces, making real-time tradeoff decisions when priorities shift.
• Partner with analytics and marketing leadership to define launch KPIs, build launch dashboards, and set goals that align with both Imprint and partner objectives.
• Lead post-launch performance analysis from 0 to 60 days and present recommendations to marketing leadership and partner teams on what to scale, cut, or iterate.

Workback Schedule and Execution Management

• Own the end-to-end launch workback schedule and execution plan, with full accountability for on-time, on-strategy delivery.
• Build and maintain detailed timelines across all marketing workstreams, proactively identifying risks and resolving blockers before they escalate.
• Drive cross-functional alignment and accountability across lifecycle, creative, ops, paid, data, and partner teams, ensuring nothing falls through between planning and go-live.
• Escalate and resolve competing priorities across concurrent launches, making judgment calls on resourcing and sequencing.

Lifecycle Marketing Briefing

• Author strategic briefs for lifecycle marketing on launch-specific email, push, and SMS campaigns in Imprint channels, providing clear objectives, target segments, learning agendas, and success criteria for each.
• Brief internal channel owners on affiliates and paid for multi-channel launch campaigns, ensuring each channel has a clear role in the overall acquisition and engagement strategy.
• Ensure briefs are specific and strategic enough that lifecycle, creative, and channel teams can execute with speed and minimal back-and-forth.

Creative

• Brief and lead creative development of launch toolkits that standardize messaging across Imprint and partner channels.
• Ensure messaging and creative alignment across all launch channels, acting as the quality bar for everything that goes out the door.
• Lead creative reviews with a sharp eye for strategic alignment, brand consistency, and partner brand standards.
• Own final creative signoff for all launch campaigns.

Partner Education and Relationship

• Serve as the senior marketing point of contact for new partners during the launch window, building trust and credibility with partner marketing leadership before handoff to the ongoing lifecycle marketing owner.
• Educate and advise partner marketing teams on co-branded card marketing best practices: channel strategy, messaging architecture, acquisition tactics, and journey design.
• Set expectations with partners on timelines, creative requirements, and campaign sequencing, and hold the line when needed.
• Bring a clear, data-informed point of view into every partner conversation and the strategic credibility to shape the direction of joint programs.

Co-Marketing Programs

• Develop, lead, and evolve co-marketing programs with Imprint's brand and retail partners, including campaigns, content, events, and launch moments.
• Collaborate with Business Development, Growth, and Product to identify and activate partnership milestones as marketing opportunities, connecting commercial goals to cardholder impact.
• Own the performance story for co-marketing programs: what's working, what's not, where the leverage is, and what we do next.

Institutional Knowledge and Standards

• Build and evolve Imprint's marketing launch playbook into a repeatable, scalable framework that compounds in quality with every launch.
• Own the launch marketing knowledge base and champion a culture of structured learning: what we've shipped, what we've learned, and how it informs what comes next.
• Establish and enforce launch marketing standards across all new partners, ensuring a consistently excellent cardholder experience regardless of partner size or tier.
• Synthesize launch insights and feed them back to lifecycle marketing and product teams so evergreen journey design and product decisions reflect what we know about early cardholder behavior.

Requirements

• Proven track record of leading co-marketing or partner marketing programs end to end with measurable business results, not just executing against someone else's plan.
• Strong strategic understanding of GTM planning, campaign development, and multi-channel marketing execution across PR, lifecycle, web, affiliates, paid, and organic.
• Experience owning complex launch timelines, workback schedules, and cross-functional execution across multiple concurrent workstreams.
• Track record of influencing and aligning senior stakeholders cross-functionally, including business development, growth, product.

Nice-to-Haves

• Experience in financial services, fintech, or co-branded credit card marketing.
• Familiarity with loyalty, acquisition, and engagement marketing in retail or brand partnerships.