Marketing Program Manager

🕒 6 days ago

🇺🇸 United States – Remote

⏰ Full Time

🟡 Mid-level

🟠 Senior

📋 Program Manager

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Blackhawk Network

WebsiteLinkedInAll Job Openings

1001 - 5000 employees

🛍️ eCommerce

💳 Fintech

🛒 Retail

eCommerce • Fintech • Retail

Blackhawk Network is a leader in global branded payment technology, specializing in prepaid gift cards, incentive programs, and digital payments. The company provides a range of solutions designed to help businesses grow revenue, increase customer loyalty, and motivate their teams through compelling rewards. With offerings including gift card management and alternative payment solutions, Blackhawk Network simplifies transactions and enhances consumer engagement across various industries.

📋 Description

• Own the inbound demand gen strategy for Direct Solutions — paid search and SEO as primary channels, LinkedIn ads as supporting channel — and partner with the demand gen team on execution, budget allocation, and channel mix. • Own the Direct Solutions web experience: website pages, landing pages, and conversion paths. • Continuously test and iterate on messaging, layout, and CTAs to improve qualified lead conversion. • Drive the prospect email program — nurture flows, transactional buyer outreach, and standard-program prospect campaigns — in partnership with demand gen and lifecycle teams. • Develop in-product guides and explainer videos to support self-serve evaluation and reduce friction in the buyer journey for transactional and standard-program use cases. • Develop quarterly campaign plans and briefs; manage execution through campaign managers and creative partners. • Understand and own your target audience — SMB and mid-market buyers of transactional gift card orders and standard incentive programs — and refine ICP definitions based on inbound lead patterns and sales feedback. • Host and present plans quarterly to stakeholders, with time for pitchbacks and adjustments based on performance, strategy shifts, and economics. • Partner with product marketing to develop and maintain the messaging framework specifically for the Direct Solutions audience, including: Ideal Customer Profiles (ICPs) for transactional buyers and standard-program buyers, Buyer personas, pain points, and the triggers that bring them inbound, Competitive landscape and differentiated positioning at the SMB/mid-market end of the market, Objection handling, and value articulation, Product differentiation tailored to self-serve and standard-program use cases. • Own the end-to-end Tango prospect experience for this segment — what the journey looks like by use case, what's working, where prospects drop off, and how we compare to competitors. • Ensure consistent messaging across all digital touchpoints — ads, website, landing pages, email, and in-product content. • Collaborate with the customer experience and existing customer marketing managers to ensure a cohesive messaging approach from new prospect through existing customer flows. • Drive the creation of high-impact assets including product videos, website updates, and testimonials/case studies in collaboration with internal teams. • Act as the day to day point of contact with Direct Solutions Sales teams, understand prospect conversations & sales needs. • Establish a tight feedback loop with the Direct Solutions sales team on inbound lead quality — what's converting, what's not, and which audiences/keywords/messages are bringing in the wrong fit. • Use that feedback to continuously adjust website, landing page, and ad messaging to bring in the right audience and improve downstream conversion. • Provide light-touch sales enablement — talking points, objection handling, and updated collateral — proportional to the standard, non-customized nature of these deals. • Partner with demand gen to track full-funnel performance — paid search and SEO traffic, landing page conversion, MQL volume and quality, SQL conversion, pipeline contribution, and revenue impact. • Run ongoing tests on ad copy, landing page messaging, and email sequences to improve conversion rate and lead quality. • Own the lead qualification and routing strategy with sales, ensuring marketing-generated leads are followed up efficiently and convert to closed-won. • Align weekly with Direct Solutions sales on lead quality and pipeline health; report monthly to broader stakeholders on performance and optimization plans.

🎯 Requirements

• 5+ years of experience in B2B product marketing, demand gen messaging, or digital marketing strategy — ideally in B2B tech, SaaS, or fintech serving SMB/mid-market buyers. • Exceptional writing skills — you can write the SEM ad, the landing page headline, and the prospect email yourself. • Strong creative judgment — you can brief creative teams and agencies, push them to deliver exceptional output, and tell the difference between work that's on-strategy and work that just looks good. • Working fluency in paid search, SEO, and LinkedIn ads — enough to partner effectively with the demand gen team and agency that own technical execution, read performance data, and direct the changes that matter. • Proven track record of improving inbound funnel conversion by iterating on website, landing page, and email messaging based on sales and performance feedback. • Strong instincts for the sales→messaging feedback loop; you actively pull lead-quality signal from sales and translate it into messaging and targeting changes. • BA in marketing, business, or a related field. • Candidates who have successfully implemented and utilized AI tools to enhance their work, improve processes, or deliver measurable results are preferred.

🏖️ Benefits

• Pay is based on several factors including but not limited to education, work experience, certifications, etc. • In addition to your salary, Blackhawk Network offers benefits including 401k with employer match, medical, dental, vision, 12 paid holidays throughout the year, sick pay accrual according to state law, parental leave, life insurance, disability insurance, accident and illness insurance, health and dependent care flexible spending accounts, wellness benefits, and flexible time off for all full-time employees.