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Allica Bank is the UK's fastest-growing fintech firm, focused on serving established SMEs—a major underserved segment in banking. The company is seeking a Product Marketing Manager to lead in-life marketing strategy and execution for existing customers, driving engagement, retention, and cross-sell revenue.
This is a senior, generalist product marketing role reporting to the Product Marketing Lead. You will own the in-life strategy and roadmap for the Business Rewards Account and Lending products, setting priorities based on commercial impact and deciding what the team focuses on and why—not just executing campaigns designed by others.
Key responsibilities include:
**In-Life Marketing Strategy & Direction**
- Own the in-life strategy and roadmap focused on extracting value from existing customers and driving cross-sell through activation, engagement, and retention.
- Prioritize team effort based on commercial impact.
- Set standards and frameworks for testing, targeting, and measurement.
- Own day-to-day accountability for in-life performance across Business Rewards Account and Lending.
**Delivery & Execution**
- Build and run lifecycle campaigns yourself (email, in-app, direct mail) and guide Senior Growth Executives.
- Spot moments in the customer journey—milestones, drop-off points, underused features—where marketing can improve outcomes.
- Review performance data and decide what to scale, pause, or iterate.
**Product & Customer Insight**
- Build strong understanding of how customers use products and where cross-sell and retention value is being left on the table.
- Feed insights back into the product roadmap, flagging friction and opportunities.
**Cross-Functional Leadership**
- Partner with CRM/HubSpot, Data, Compliance, Risk, and Operations teams to plan and execute campaigns end-to-end.
- Manage multiple lifecycle initiatives, keeping plans and stakeholders aligned.
**Reporting & Continuous Improvement**
- Own the reporting framework for in-life success (engagement, retention, cross-sell, campaign performance).
- Report regularly to the Product Marketing Lead on performance and learnings.
- Use AI-enabled tools to accelerate analysis, drafting, and reporting.
You will work as a senior partner to the Product Marketing Lead and alongside two Senior Growth Executives, as well as Product, Data, Compliance, Operations, and CRM teams.
**Requirements**
- 4+ years' experience in product marketing, ideally with time in lifecycle, CRM, or engagement/retention marketing (not pure acquisition or brand).
- Proven track record of setting direction for in-life or lifecycle marketing and prioritizing team effort, not just running individual campaigns.
- Demonstrable experience designing and running activation, engagement, retention, or growth programs that measurably moved numbers for existing customers.
- Confident making trade-off calls on where to focus effort and budget.
- Strong commercial and analytical instincts—able to read customer and campaign data, spot patterns, and turn them into a clear, prioritized plan.
- Confident working hands-on with CRM platforms (HubSpot or similar) to build, target, test, and measure lifecycle campaigns.
- AI-literate and genuinely excited about AI—comfortable using AI tools day-to-day for analysis, content drafting, and reporting.
- Experience in financial services, SME banking, or another regulated industry is a strong plus but not essential.
**Mindset & Working Style**
- The senior voice on in-life marketing day-to-day—setting direction and being the escalation point for trade-offs, while staying hands-on enough to execute when needed.
- A genuine self-starter who can take a lifecycle program from idea to live campaign without heavy oversight.
- Excellent stakeholder management—able to influence and align Product, Data, Compliance, and Operations teams without formal authority.
- Comfortable operating in a small, fast-moving team where priorities shift and processes are still being defined.
- Motivated by impact and passionate about helping established businesses thrive through better banking.
Allica Bank offers flexible and hybrid working, full onboarding support, continued development opportunities, pension contributions, discretionary bonus scheme, private health cover, life assurance, and family-friendly policies including enhanced maternity and paternity leave.
