What We're Looking ForCross River is entering a new era of fintech infrastructure. As a pioneer in Banking-as-a-Service and embedded finance, we're evolving from an inbound engine to a proactive, market-shaping GTM motion. Product Marketing is at the center of this transformation, defining how we position, differentiate, and scale our technology for leading fintechs, platforms, and enterprises.
The
Sr. Product Marketing Manager (Official title: AVP, Product Marketing) is astrategic storyteller and B2B market shaper. You'll influence narratives that define categories, shape product direction, and elevate Cross River's role across payments, lending, and blockchain-enabled use cases. We're looking for a sharp marketer to turn technical capabilities into clear value propositions for fintech operators, developers and executives. This role is designed for someone who:
- Loves B2B storytelling, especially at the intersection of fintech, APIs, embedded finance, and digital assets.
- Moves fluidly between big-picture strategy and detail-level precision.
- Can make complex infrastructure feel simple, compelling, and valued for different audiences.
- Is an actionable builder; you spot opportunities and jump into motion to problem-solve and build out workflows, iterate, and general process improvement.
- Is deeply curious, collaborative, and a self-starter.
Key Responsibilities:Product & Market Strategy
- Develop product positioning, messaging architecture, value propositions, and proof points across Cross River's core solutions (payments, cards, lending, deposits, compliance infrastructure).
- Build narrative visualizations (frameworks, ecosystem diagrams, value maps) to simplify complex technical concepts for diverse audiences.
- Synthesize customer, market, competitive, and field insights into strategic recommendations for Product, Sales and Executive teams.
- Identify whitespace emerging trends across fintech, BaaS, embedded finance, and adjacent technology ecosystems.
- Partner cross functionally to establish competitive insights and ensure they translate into field-ready narratives.
Narrative & Messaging Leadership
You'll build stories that move the market.
- Own the "so what" of our products; craft top- and mid-funnel narratives that fuel awareness, consideration, and brand differentiation across campaigns, thought leadership, content marketing, and sales readiness.
- Marketing channel execution: bring your narratives to life across marketing channels to ultimately guide how messages are seen by the market.
- Develop unified messaging frameworks that ensure consistency across products, verticals and partner segments, preventing parallel or conflicting narratives. We need someone who can see both the big picture lens and the zero-ed in lens.
- Translate technical product capabilities (APIs, ledger infrastructure) into compelling, human-centered stories for operators, developers, and executives.
- Ensure strong narrative alignment across Product, Marketing, and Sales.
Go to Market Leadership
- Lead cross-functional GTM execution for new products, platform enhancements, and vertical-specific strategies (eg, lending, payments, crypto/digital assets). You'll be instrumental to launch strategy, readiness criteria, tiering frameworks, and success metrics in partnership with Product and Sales teams.
- Serve as the source-of-truth for strategic messaging; enable Sales to adapt narratives for bottom-of-funnel, deal-specific conversations.
Requirements:- 6+ in B2B marketing, ideally within technology-led companies (fintech, SaaS, platform/infrastructure, crypto or financial services).
- Proven ability to develop and scale product narratives for complex technical products.
- Demonstrated success building top and mid-funnel narratives that drive pipeline and brand differentiation.
- Exceptional storytelling, synthesis, and written/verbal communication skills.
- Strong executive presence, cross-functional influence, and comfort operating with ambiguity.
- Experience operating in high-growth or inflection-point environments.
Preferred Qualifications:- Experience in fintech, embedded finance, payments, BaaS, or lending, particularly with bank/fintech partnership models.
- Familiarity with blockchain, digital assets, tokenization, stablecoins, or distributed ledger technology.
- Experience in regulated or compliance-driven industries; understanding of bank-fintech dynamics is a strong plus.
- Familiarity with Cross River's partner ecosystem or competitive landscape.
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Salary Range: $120,000.00 - $150,000.00
