Accountable for the end‑to‑end product growth marketing and go‑to‑market (GTM) strategies for one or more of Alliant’s key business segments such as Consumer Deposits, Residential Lending, Retirement & Investment Services, etc.. Owns target segment positioning, messaging frameworks, and integrated launch strategies across paid, owned, earned, partner, and PR/communications channels. Partner with product, marketing, compliance, operations, and other areas, responsible for building the business segment’s brand identity and industry leadership, new product launches, and overseeing all BAU marketing activities in support of the respective business area. Enable marketing to operate as a strategic partner driving go‑to‑market excellence, ensure launches are thoughtful, differentiated, and execution‑ready.
Essential Responsibilities
- Define and execute enterprise-level GTM strategies for one or more of Alliant’s key business segments (e.g., Consumer Deposits, Consumer Lending, Residential Lending, etc.) and strategic partnerships (e.g., nurses, etc.).
- Define business and product positioning, value propositions, target audiences, and messaging frameworks (core narrative with channel‑specific adaptations).
- Design integrated launch strategies that leverage a wide range of marketing channels, including paid, owned, earned, partnership‑led, and PR/communications approaches.
- Bring creative, differentiated, and “out‑of‑the‑box” thinking to launch strategy while maintaining brand, risk, and compliance alignment.
- Define and oversee comprehensive launch plans, including phasing, channel sequencing, targeting, creative direction, offer strategy, and stakeholder approvals.
- Partner with product to translate product features into value and needs-based messaging that resonates with target audiences.
- Partner with digital, operation, and other teams to ensure exceptional member experiences (from marketing asset views to account openings and onboarding to servicing), aligned with brand promises made in marketing.
- Drive launch readiness across marketing, PR/Communications, frontline/channel teams, and operational stakeholders, including training materials, FAQs, toolkits, and internal communications.
- Establish and manage launch governance, including milestones, dependencies, risk and controls checkpoints, and decision forums.
- Define launch success metrics and measurement plans, including funnel KPIs, activation and adoption indicators, and early retention signals.
- Partner with analytics and BI teams to develop dashboards and insight loops, identify early learnings and recommended actions.
- Transition launched products and capabilities into BAU ownership with marketing strategists, including clear documentation of audiences, journeys, messaging guardrails, and test‑and‑learn insights.
- Contribute to evolving product marketing and launch frameworks that improve speed‑to‑market, cross‑functional clarity, and launch consistency at scale.
- Act as a senior strategic advisor to product and partnership leaders and provide strategic direction and prioritization to marketing strategists.
- Ensure clean handoffs between strategy, launch and BAU lifecycle execution, reinforcing clarity of ownership.
Adhere to and ensure compliance of all business transactions with policy and process of the Bank Secrecy Act. Ensures compliance with all applicable state and federal laws, company procedures and policies. Maintains integrity and ethics in all actions and conversations with or regarding credit union members and their accounts; complies with Privacy Act directives.
The responsibilities listed do not contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this position. Duties, responsibilities and activities may change at any time with or without notice.
Education
Minimum - 4 Year Bachelors Degree in Marketing or related
Years of Experience
Minimum - 10 Years of Product marketing, go‑to‑market strategy, lifecycle marketing, or growth marketing (financial services experience preferred) or related
In Lieu of Education
12 Years of Product marketing, go‑to‑market strategy, lifecycle marketing, or growth marketing (financial services experience preferred) or related
Equal Opportunity Employer
This employer is required to notify all applicants of their rights pursuant to federal employment laws. For further information, please review the Know Your Rights notice from the Department of Labor.
Skills Required
- Bachelor's degree in Marketing or related (4-year)
- Or 12 years of product marketing, go-to-market, lifecycle or growth marketing experience in lieu of degree
- Minimum 10 years of product marketing, go-to-market strategy, lifecycle marketing, or growth marketing experience
- Experience defining and executing enterprise-level GTM strategies, positioning, messaging frameworks, and integrated launch plans
- Proven cross-functional collaboration with product, analytics/BI, digital, operations, compliance, and PR/communications
- Experience establishing launch governance, success metrics, dashboards, and measurement plans
- Knowledge of Bank Secrecy Act, applicable state and federal laws, and compliance requirements
- Financial services experience
What the Team is Saying
Alliant Credit Union Compensation & Benefits Highlights
-
Leave & Time Off Breadth — Time away is described as generous, combining PTO with U.S. bank holidays and dedicated volunteer time. Hybrid scheduling and flexible time off for some senior roles add meaningful flexibility.
-
Retirement Support — Retirement support includes a 401(k) with company match and immediate vesting through Fidelity. Feedback suggests the retirement plan is a standout element of the package.
-
Wellbeing & Lifestyle Benefits — Wellbeing resources are broad, including employer HSA contributions, company‑paid vision, mental‑health apps, and a monthly fitness/gym stipend. Additional lifestyle perks like discounted loan rates and occasional free lunches round out the offering.
Alliant Credit Union Insights
What We Do
Alliant is unlike any other financial institution — a digital credit union that wows our members. We’re boldly disrupting banking norms to do good for our members, employees and communities. With 90 years of history and more than $19 billion in assets, Alliant Credit Union is the largest credit union in Illinois and one of the largest in the U.S. Our industry-leading financial products, seamless digital experiences and exceptional customer service make banking simpler for our 900,000+ members. Fully digital, fully human and full of possibility, we work to provide our members with experiences that redefine the financial industry, challenge the status quo and unleash brilliance.
Why Work With Us
Our employees enjoy a hybrid schedule, allowing for flexible remote work and purpose-driven, outcome-focused onsite opportunities. Driven by Alliant's guiding principles and values, employees across all teams build together to provide our members with industry-leading financial products, seamless digital experiences & exceptional customer service.
Gallery
Alliant Credit Union Offices
Hybrid Workspace
Employees engage in a combination of remote and on-site work.
Alliant offers a purpose-driven, outcome-focused hybrid workplace model.
