Product Marketing Manager - Awareness

At Finastra, we’re a global leader in financial services software, dedicated to expanding access to financial services and shaping what’s next for the industry. Our technology powers mission‑critical solutions across Lending, Payments and Universal Banking, supporting over 7,000 customers, including 80% of the world’s top 50 banks, in more than 110 countries.

What will you contribute?

The Product Marketing Manager – Awareness is a strategic, execution‑focused role that blends Product Marketing expertise with a dedicated focus on increasing market visibility and understanding of Finastra’s Payments solutions through high‑quality, product‑centric content. This role focuses on creating the core product awareness assets that explain what our Payments solutions do, who they are for, and why they matter. You will support awareness campaigns by creating high‑quality, product‑focused content and assets used by Demand Generation and Regional Marketing teams. You will help shape a clear and consistent differentiated product awareness narrative for Finastra’s Payments solutions. You will drive targeted awareness initiatives that strengthen Finastra’s position in the payments market, improve product visibility, and clearly communicate value to financial institutions, partners, and influencers. The role is highly data‑driven, with a strong emphasis on tracking performance, delivering actionable insights, and measuring product impact across markets.

Responsibilities & Deliverables:

Product Awareness Strategy & Execution

• Define and execute an awareness vision and roadmap for Finastra Payments products, aligned with overall product and corporate marketing strategies.
• Lead focused, outcome‑driven awareness initiatives that improve recognition, recall, and perception of Finastra Payments in priority markets.
• Ensure consistent messaging, positioning, and storytelling across channels, including digital, events, analyst relations, content, and partner marketing.

Product Awareness Content Creation

• Create clear, compelling content that increases understanding of Payments products across target markets.
• Develop awareness‑stage and early buyer‑journey assets, including:
  • Product overviews and messaging frameworks;
  • Website and digital content;
  • Sales and field enablement materials;
  • Thought leadership and educational content;
  • Event‑, analyst‑, and partner‑ready assets;
• Translate complex Payments capabilities into simple, customer‑focused narratives.

Global & Non‑English Content Enablement

• Build capacity for non‑English and localized content in response to regional and market needs;
• Work with regional teams and external partners to adapt content for local markets while maintaining consistency;
• Create reusable templates and guidelines to scale content efficiently;

Product Marketing Alignment

• Translate Payments product value propositions into clear, differentiated narratives tailored to target customer segments and personas.
• Partner closely with Product Management to understand product capabilities, roadmaps, and market differentiation.
• Support product launches and major releases with strong awareness‑focused messaging and go‑to‑market assets.

Market & Competitive Insights

• Track and analyze market perception, competitive positioning, and share of voice within the Payments ecosystem.
• Monitor competitor messaging, campaigns, and positioning to identify gaps and opportunities for differentiation.
• Develop insights and recommendations to improve market positioning and awareness.

Measurement, Metrics & Insights

• Define and track product awareness KPIs, including reach, engagement, message recall, asset usage, and influence on early‑stage pipeline.
• Deliver regular, executive‑ready reporting that demonstrates the impact of awareness initiatives.
• Use data and insights to continuously optimize efforts and inform future investments.

Cross‑Functional Collaboration

• Work closely with Demand Generation, Digital Marketing, Communications, Analyst Relations, Sales, and Regional Marketing teams.
• Partner with agencies and external vendors to support execution at scale while maintaining consistency.
• Act as an advocate for Payments products across the organization.

Required Skills & Experience

• Experience in Product Marketing, Awareness Marketing, or Strategy, preferably in B2B technology or financial services.
• Solid understanding of payments, banking, or fintech markets.
• Proven experience executing or supporting awareness initiatives with measurable outcomes.
• Demonstrated ability to translate complex products into compelling, customer‑focused stories.
• Strong analytical skills, including defining KPIs and turning data into actionable insights.
• Excellent stakeholder management and communication skills.

Preferred Qualifications

• Experience with brand tracking tools, digital analytics platforms, and marketing performance dashboards.