Director, Product Marketing - GTM Lead (Hybrid - Pleasanton, CA or Coppell, TX)

Director, Product Marketing - GTM Lead (Hybrid - Pleasanton, CA or Coppell, TX)

About Blackhawk Network : Today, through BHN’s single global platform, businesses of all kinds can tap into the world’s largest network of branded payment solutions. BHN helps businesses grow revenue, increase loyalty, motivate and reward their teams, disburse funds and engage consumers. Branded payment solutions include the issuance and distribution of gift cards, egifts, corporate payouts and rewards, along with the technology to deliver these products in seamless, integrated ways. BHN’s network spans the globe with more than 400,000 consumer touchpoints. Learn more at BHN.com.

Overview

Blackhawk Network is seeking a strategic and execution-focused Product Marketing - GTM Lead to drive go-to-market success for our Incentives business. This role sits at the intersection of sales, demand generation, and messaging strategy, and is ideal for a marketer who can turn mature products into growth engines through sharp positioning and high-impact campaigns.

You will lead a team of GTM Program Managers and Campaign Managers responsible for orchestrating GTM strategy across segments, translating messaging into creative assets, and ensuring flawless campaign execution. Your mission : define and execute GTM strategies that generate pipeline, elevate brand differentiation, and enable sales success across new customer acquisition, existing customer growth, and partner / reseller marketing.

This position is hybrid out of our Pleasanton, CA or Coppell, TX office.

Responsibilities

GTM Strategy & Execution

Own and execute go-to-market strategy for Incentives products across all customer segments and channels.

Partner with demand generation to launch integrated campaigns across digital channels (search, display, LinkedIn, website, email).

Oversee campaign asset creation and workflow management in collaboration with creative teams and agencies.

Ensure GTM Program Managers translate ICPs and positioning into actionable GTM plans, including target lists, channel mix, and campaign briefs.

Drive alignment between GTM strategy and execution teams (Demand Gen, SDRs, Sales).

Messaging & Positioning

Collaborate with product marketing to develop messaging frameworks : ICPs, buyer personas, pain points, competitive positioning, and objection handling.

Ensure consistent messaging across campaigns, website, sales outreach, and partner marketing.

Guide team in translating positioning into in-market creative (ads, landing pages, emails).

Team Leadership & Coaching

Manage and mentor Sr. GTM Program Managers and Campaign Managers.

Elevate team’s strategic thinking, messaging clarity, and innovation.

Foster a culture of accountability, creativity, and continuous improvement.

Sales & Partner Enablement

Collaborate with sales leaders to align marketing efforts with field needs and feedback.

Support partner / reseller marketing initiatives to drive channel growth and engagement.

Content & Web Strategy

Own website content strategy for Incentives products.

Drive creation of high-impact assets (white papers, case studies, videos) in collaboration with internal teams.

Performance & Optimization

Partner with demand gen to track campaign performance and pipeline contribution.

Monitor GTM execution results and adjust strategy as needed, including feedback loops to product marketing.

Test and refine messaging and value propositions to improve conversion and engagement.

Qualifications

12+ years of experience in product marketing, GTM strategy, or campaign leadership, ideally in B2B tech, SaaS, or financial services.

Proven success in driving pipeline growth through strategic marketing execution.

Strong leadership experience managing cross-functional teams and coaching for strategic impact.

Deep understanding of buyer journeys, personas, and value-based messaging.

Exceptional communication skills with the ability to develop compelling, differentiated positioning.

Strategic thinker with a bias for action and a passion for innovation.

We seek candidates who not only demonstrate curiosity and adaptability in emerging technologies but have also successfully implemented and utilized AI tools to enhance their work, improve processes, or deliver measurable results. Our teams embrace continuous learning and the thoughtful integration of AI to create meaningful impact – for our employees and the future of work.

Benefits

Salary Range for all U.S. Residents (excluding Alaska, California, North Dakota, South Dakota) : $144,770.00 - $195,450.00

Salary Range for California Residents Only : $174,430.00 to $220,000.00

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 2025, 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.

EEO Statement

Blackhawk Network provides equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws. Blackhawk Network believes that diversity leads to strength. This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation, and training.

Blackhawk Network encourages applicants with previous criminal records to apply to all positions and, pursuant to the San Francisco and Los Angeles Fair Chance Acts (and other “Fair Chance” laws), Blackhawk Network will consider for employment qualified applicants with arrest and conviction records. For Philadelphia applicants or jobs, please see a copy of Philadelphia’s ordinance on this topic : https : / / codelibrary.amlegal.com / codes / philadelphia / latest / philadelphia_pa / 0-0-0-280104.

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