Senior Product Marketing Manager

Coast is re-imagining the trillion-dollar U.S. B2B card payments infrastructure, with a focus on the country’s 500,000 commercial fleets, 40 million commercial vehicles, and many millions of  commercial drivers. The incumbent technologies that cater to these customers are decades old, and businesses with fleets increasingly demand modern digital experiences and transparent financial services products. Coast's mission is to deliver this at a transformational scale, beginning with the Coast Fuel Card and a cutting-edge spend management platform. 

What is Product Marketing at Coast?

Our Marketing team of 12 people is built around thoughtful experimentation: we test fast, learn quickly, and compound what works across channels. We care about strong positioning, crisp messaging, and building a generational brand that is loved by finance and operations leaders.

Product Marketing at Coast connects our customers, our product, and our growth strategy. We partner deeply with Product, Sales, Customer Success, and the rest of Marketing to position and launch products and drive adoption, expansion, and retention across the customer lifecycle.

About the role

We’re looking for a Senior Product Marketing Manager to lead product marketing for all of Coast’s new products. This starts with our spend management solution that is purpose built for fleet businesses. Your goal: take this product from the meaningful driver of Coast’s growth that it is today into an outsized part of our business. 

After this product, there will be many more coming this year to launch and grow.

This role is for a full-stack PMM who wants to build from the ground up. You’ll become the subject matter expert on the customer, the market, and the product. You’ll define how we talk about spend management, how we package and sell it, and how we drive adoption and expansion across our base.

You will operate with high ownership in an environment where you will write the playbook in real time. 

What to expect

• Develop positioning and messaging that clearly articulates why Coast wins, and ship it across all Coast channels, including the website, product communication, sales materials, integrated marketing campaigns and customer lifecycle communications
• Lead cross-functional product launches end-to-end, partnering closely with Product and Sales to shape the roadmap, build the narrative, and drive internal readiness for our overall GTM approach
• Build the cross-sell and lifecycle journeys for your products (onboarding, activation, engagement, expansion), using customer insights, product metrics, and performance data to increase adoption and revenue
• Enable Sales and Customer Success with high-performing pitch frameworks, talk tracks, objection handling, battlecards, and proof points that improve conversion and work with Revenue Operations teams to deploy these at the right time in the sales cycle
• Create content that educates buyers and drives pipeline, including decks, one-pagers, customer stories, product walkthroughs, and webinars

Successful Outcomes

Your mission is to make all Coast’s new products - starting with our corporate card - material drivers to Coast’s growth by increasing their attach rate, revenue contribution, and retention.  

To do this, you’ll need to be successful in the below areas.

Drive meaningful adoption of the Coast corporate card

• Increase attach rate to our corporate card and other new products by coordinating up-sell and cross-sell campaigns through lifecycle marketing, sales enablement, and more
• Revamp the upsell motion: define the ideal path, create lifecycle + in-product triggers, and build campaigns that consistently generate qualified expansion opportunities
• Ship high-quality product launches for our new products across key channels (email, website, sales enablement, in-product, lifecycle)

Enable acquisition and activation with Revenue and Product partners

• Refine positioning, messaging, and talk tracks across the funnel so customers hear one clear story. Do this in partnership with Sales leadership by analyzing discovery, objection handling, and proof points tied to the deals we want to win
• Translate this into new sales deck, pitch narrative, competitive intelligence, and enablement materials that are quickly adopted and contribute to measurable improvements (in booked demos and win rate)
• Improve activation rate and ramp time by identifying drop-off points and partnering with Product/Sales/Customer Success to address them

Foster customer obsession 

• Build a strong understanding of our core personas and buying committees (finance + executives)
• Create a durable syst