New York
Role
This is a global product marketing role owning how Sokin's embedded offering goes to market across every region we operate in. You'll be the definitive expert on 'Sokin Platform' as an embedded finance infrastructure that enables platforms, fintechs, and enterprises to build financial services directly into their products. Partners integrate via our APIs and gain access to a global stack covering onboarding, currency accounts, payments, payment acceptance, payouts, FX, stablecoins, and treasury management. Sokin handles licensing, compliance, and banking relationships in the background. The partner controls the product experience, pricing, and customer relationship.
You'll turn market insight into compelling positioning, partner-facing narratives, regional sales enablement, and launch programmes that drive partner adoption, transaction volume and revenue across EMEA, APAC, and North America.
Key Responsibilities
Go-to-market strategy and launch execution
- Own the global GTM strategy for Sokin's embedded platform, setting direction across EMEA, APAC, and North America and driving partner adoption, growth and optimisation.
- Partner with Product, Sales, Partnerships and Finance on pricing, packaging, commercial strategy and product positioning.
- Develop clear, differentiated messaging that articulates the value of the Sokin Platform for core ICP audiences - platforms, fintechs, marketplaces, and enterprises - tailored to how each segment evaluates and selects embedded finance infrastructure.
- Own sales enablement end-to-end including core collateral, partner-facing tools, onboarding materials and internal training, ensuring commercial teams are equipped to sell the embedded proposition confidently in every market.
- Work with our content team and partner marketing team to design campaign launches, content assets, website development and social presence.
- Define and track KPIs including customer adoption, pipeline contribution and revenue impact.
- Support regional and partner marketing programmes, working closely with in-market teams across EMEA, APAC, and North America to ensure positioning, messaging and activation land consistently and effectively in each market.
Market and competitive intelligence
- Track the cross-border payments landscape and understand how our competitors are delivering similar offerings in market.
- Monitor trends shaping the embedded finance landscape including Banking-as-a-Service, API-first infrastructure, stablecoin settlement, programmable payments, agentic treasury, and evolving regulatory frameworks and translate these into actionable positioning and messaging.
- Build a deep understanding of the partner evaluation and integration journey, from initial provider shortlisting and commercial negotiation through to API integration, go-live, and growth, and use that insight to sharpen messaging and enablement at every stage.
- Develop detailed buyer personas for the embedded finance market including product and engineering leaders, CTOs, heads of partnerships, and commercial decision-makers across key regions.
Sales enablement and commercial support
- Create sales collateral including pitch decks, one-pagers, battlecards, ROI tools, demo scripts and use-case-led sales assets.
- Partner with commercial teams to develop outbound messaging, talk tracks and objection handling for sales conversations.
- Train internal teams on the embedded platform covering product capabilities, integration models, competitive differentiation, commercial structures, regional nuances, and ideal partner profiles so every customer-facing team can speak to the proposition with confidence.
- Support partner and regional marketing teams with relevant messaging and collateral.
Content and demand generation
- Work with Content, Social and Demand Generation teams to create campaigns and thought leadership to build momentum and resonance in our key markets
- Support targeted campaigns as the SME across channels such as paid search, LinkedIn, ABM and industry-specific activity.
- Own Sokin's positioning at relevant embedded finance, payments, fintech infrastructure, and BaaS events globally, ensuring the platform proposition is represented consistently and compellingly across regions.
Product feedback and collaboration
- Act as the voice of the market for the embedded finance and infrastructure space, channelling partner insights, competitive intelligence and capability gaps directly into the product roadmap.
- Work with key stakeholders across Product, Compliance, Finance and Engineering to ensure messaging is accurate, compliant and commercially sound.
- Partner with Brand and Regional Marketing teams to ensure messaging is consistent, localised and effective.
- Develop a thorough understanding of Sokin's full product taxonomy across Receive, Convert, Send, Control, Earn, Spend, and the emerging Decide intelligence layer - and articulate how the embedded platform brings these capabilities together as an integrated, white-label solution for partners.
What success looks like in 12 months
- Sokin has clear, differentiated positioning across core customer segments and use cases.
- Sales and BDE teams are confident selling our products, supported by strong collateral, talk tracks and competitive battlecards.
- Launch campaigns and partner activation programmes have contributed measurable pipeline, partner onboarding velocity, transaction volume and revenue growth.
- The business has a sharper understanding of embedded finance buyer personas, partner pain points, regional market dynamics, and competitor positioning across our key geographies.
- Product teams are receiving clear, market-led feedback that helps shape the roadmap.
Qualifications
- 4 to 7 years in product marketing, with at least 2 years focused on embedded finance, payments infrastructure, Banking-as-a-Service, API platforms, or fintech infrastructure.
- Strong understanding of embedded finance concepts including API-first product delivery, white-label infrastructure, onboarding flows, FX and treasury mechanics, payment rails, licensing models, and compliance frameworks across multiple jurisdictions.
- Experience at an embedded finance provider, BaaS platform, payments infrastructure business, fintech, or financial institution with a developer-facing or partner-led go-to-market model.
- A track record of launching embedded finance, payments or infrastructure products globally, with demonstrable commercial impact across multiple markets or regions.
- Experience creating sales enablement materials and partnering closely with commercial teams.
- Strong competitive analysis skills and the ability to turn complex market information into clear positioning.
- Experience in a high-growth fintech environment where speed, ownership and adaptability are essential.
- Excellent written and verbal communication skills, with the ability to simplify complex infrastructure and payments concepts for technical, commercial, and executive audiences.
Please note, candidates will need to have the right to work in the jurisdiction that they are looking to work in.
Department Marketing & PR Locations New York Remote status Hybrid Yearly salary $135,000 - $160,000
