Role SummaryFMSI builds RelationshipOS (rOS) - the platform community banks and credit unions use to run Appointments, Lobby, Analytics, and Staff Scheduler across the branch network. We're looking for a Marketing Manager who can move fluidly between strategy and execution: someone who can define positioning and a demand plan in one meeting, then build the campaign, write the copy, and ship it themselves the next day.
This is an individual-contributor role with outsized scope. There is no team to delegate to on day one - you are the strategist, the writer, the campaign manager, the designer, and the analyst. You'll report to FMSI's Head of GTM and work in close partnership with Sales, Customer Success, and Product to turn FMSI's GTM & Revenue Architecture into pipeline.
Strategy & Positioning - Own FMSI's brand positioning and messaging for rOS and its four modules, tailored to community bank and credit union buyers (CEO, COO, Retail/Branch leadership).
- Translate the GTM & Revenue Architecture and pricing migration strategy into a marketing plan that supports new logo, renewal, and expansion targets.
- Maintain a live view of the competitive landscape (Coconut Software, Engageware, Eltropy, Better Branches) and adjust differentiation and messaging accordingly.
- Use FMSI's TAM analysis (~8,280 addressable institutions across community banks and credit unions) to sharpen segmentation and prioritize outbound and campaign targeting alongside Sales.
- Partner with Product on go-to-market for new capabilities - positioning, launch messaging, and enablement.
Demand Generation & Execution - Plan and personally execute multi-channel campaigns: email nurture, content, webinars, and industry events/conferences serving banks and credit unions.
- Own fmsi.com content, SEO, and generative-search (GEO) visibility.
- Build sales enablement assets: one-pagers, case studies, competitive battlecards, PowerPoints, pricing/renewal talking points, and other necessary collateral.
- calendar, budget, and vendor relationships within a lean, PE-backed operating model.
- Maintain marketing data hygiene and campaign tracking within Zoho CRM, and report pipeline contribution and campaign performance monthly.
Content & Brand - Write and produce core content: blog articles, case studies, customer stories, and email campaigns in FMSI's voice and design style.
- Ensure brand and messaging consistency across the website, sales materials, product UI copy touchpoints, and customer communications.
Qualifications - 5+ years in B2B SaaS marketing, with direct experience owning both strategy and hands-on execution - not a pure strategist or pure executor.
- Vertical SaaS, fintech, or banktech marketing experience strongly preferred; community bank/credit union familiarity is a significant plus.
- Strong, clear writer who can produce polished external content without heavy editing support.
- Working knowledge of CRM and marketing automation tooling (Zoho or equivalent) and basic campaign analytics.
- Comfortable operating without a large team or big budget - resourceful, self-directed, and outcome-focused.
- Financially literate enough to connect marketing activity to pipeline, ARR, and renewal outcomes.
Success Metrics First 90 days:
- Complete a positioning and competitive audit against Coconut Software, Engageware, Eltropy, and Better Branches.
- Ship refreshed necessary core messaging across the website and top-of-funnel sales materials.
- Stand up a campaign calendar aligned to the 2026 renewal and new-logo pipeline targets.
First year: - Demonstrate measurable marketing-sourced or marketing-influenced pipeline contribution toward ARR targets.
- Move fmsi.com's SEO/GEO grade meaningfully off its current baseline.
- Deliver launch-ready positioning and enablement for at least one major product release.
