Lead Product Marketing Manager

📋 Description

• • Own the end-to-end product marketing strategy for Figure’s flagship blockchain-powered lending and investment products, translating complex decentralized-finance technology into clear, customer-centric narratives that resonate with both consumer and institutional audiences.
• • Define and continuously refine Figure’s core positioning, messaging hierarchy, and competitive differentiation across home-equity lines of credit, student-loan refinancing, crypto-backed lending, and marketplace investment offerings—ensuring every touchpoint from website to sales deck tells a unified story of trust, speed, and transparency.
• • Lead cross-functional launch campaigns that bring new blockchain products to market, orchestrating product, engineering, design, legal, compliance, and customer-success teams to hit aggressive adoption and revenue targets within 90-day windows.
• • Build and mentor a high-performing product-marketing pod (2-4 marketers and 1 analyst) in a fully remote environment, establishing OKRs, rituals, and feedback loops that foster rapid experimentation, data-driven decisions, and psychological safety.
• • Develop deep quantitative and qualitative customer insights through surveys, interviews, on-chain data, and cohort analyses; translate findings into actionable personas, JTBD frameworks, and roadmap recommendations that directly influence product prioritization.
• • Craft compelling enablement assets—battle cards, ROI calculators, demo scripts, and objection-handling guides—that empower a 100+ person sales and account-management organization to close deals faster and at higher ACVs.
• • Partner with demand-generation and growth teams to design full-funnel campaigns (paid social, programmatic, email, webinars, podcasts) that generate qualified pipeline and nurture prospects from first touch to signed contract.
• • Establish Figure as a thought leader in blockchain-based capital markets by ghost-writing executive bylines, securing keynote slots, and coordinating PR narratives that position the company alongside Coinbase, BlockFi, and SoFi in tier-1 media.
• • Own pricing and packaging strategy, running conjoint studies and elasticity tests to optimize take rates, subscription tiers, and promotional offers that maximize LTV while remaining compliant with evolving federal and state regulations.
• • Monitor competitive landscape daily—tracking moves by traditional banks, fintech upstarts, and DeFi protocols—and produce weekly intelligence briefings that inform product, pricing, and partnership decisions at the executive level.
• • Spearhead customer-advocacy programs, recruiting power users for case studies, video testimonials, and reference calls that accelerate enterprise sales cycles and strengthen community trust in blockchain solutions.
• • Report directly to the CMO and serve as a key member of the go-to-market leadership team, presenting quarterly business reviews to the board and influencing strategic decisions on product roadmap, capital allocation, and M&A opportunities.
• • Champion a culture of experimentation by implementing rigorous A/B testing for landing pages, email subject lines, ad creatives, and onboarding flows—driving double-digit improvements in conversion rates month over month.
• • Ensure all marketing activities adhere to SEC, CFPB, and state regulatory guidelines, working hand-in-hand with legal and compliance to review disclosures, disclaimers, and promotional materials before public release.
• • Scale international expansion efforts by localizing messaging, adjusting positioning for regional regulatory nuances, and launching pilot campaigns in Canada, the UK, and APAC within the next 18 months.