Sr. Retail Product Marketing Manager

About Betterment

Betterment is a leading, technology-driven financial services company that offers investing and retirement solutions for retail investors and investment advisors as well as financial wellness solutions, including a 401(k) for small and medium-sized businesses. Our team is passionate about our mission: making people’s lives better. We’re headquartered in NYC and offer hybrid NY-based positions (three days/ week in-office).

 

About the role

As a Senior Product Marketing Manager at Betterment, you’ll lead go-to-market strategy and execution across our fintech platform’s consumer investing and savings suite. You’ll shape product positioning and storytelling to drive user acquisition, retention, and engagement in a highly competitive digital financial services landscape.

You’ll develop and execute go-to-market strategies for new and existing products across the entire retail feature set, and craft a clear and differentiated messaging strategy that resonates with our target audience. Most importantly, you’ll serve as the connector across all of our internal teams, including product, growth and customer marketing, creative, investing, and many others. Through your leadership, you’ll help to increase awareness, adoption, and engagement, increasing  revenue through new customer acquisition, retention, increased net deposits, cross-sell, upselling, and more.

The ideal candidate has experience in fintech. All candidates should possess a genuine passion for investing, savings, and personal finance. You should have a strong understanding of the financial needs and behaviors of today’s digital consumers and be comfortable navigating a fast-paced, leading digital investing brand. Collaboration with Product and Engineering teams is key—you’ll work closely with them to shape and launch features, translate technical capabilities into clear customer value, and ensure alignment across product development and marketing efforts. Website marketing expertise is also critical—you’ll partner with WebOps, Product, and Creative to optimize our marketing pages for performance and deliver a compelling, user-centered narrative.

This role is based out of our NYC office. For jobs based out of our NYC HQ, we require in-office attendance Tuesday through Thursday, weekly. Below, we've reflected the base salary range we would offer for this position. Actual salaries may vary depending on factors including but not limited to location, experience, and performance. The range listed is just one component of Betterment’s total compensation package for employees.

New York City: $135,000 – $155,000

We offer a competitive equity package, health, dental and vision benefits, life and AD&D, short-term and long-term disability insurance, EAP, commuter and parking benefits, FSA/HSA, and 401(k) with employer match as well as a flexible PTO policy. This job may also be eligible for variable compensation in the form of a company incentive bonus.

 

A day in the life

• Define our product-market fit, highlighting both how Betterment resonates with our target and tenured customers’ needs and pain points in a differentiated way. Develop product marketing strategy, including positioning, messaging, and value propositions for our retail suite of products and features.
• Know our category: monitor industry trends and competitive activity and provide insights that guide our positioning and go-to-market strategies.
• Collaborate with Insights team to turn insights into action, as well as identify needs for additional market research.
• Collaborate with Product and Investing teams to influence the product roadmap, drive impactful product launches, and generate more value out of our existing feature set.
• Generate ideas for acquisition, cross-sell, and revenue optimization, leveraging customer behavior, category insights, and wealthtech market trends.
• Leverage marketing automation platforms and analytics tools to track performance and iterate on strategy.
• Champion lifecycle marketing initiatives that deepen engagement and increase customer LTV.  
• Experience optimizing landing pages, content strategy, and SEO for fintech websites. 
• Define, test, measure: regularly evaluate and iterate on marketing programs with an eye towards achieving intended user behavior and alignment to revenue objectives.

 

What we’re looking for

• Product marketing experience in financial technology, wealth management, or digital banking strongly preferred.
• Proven track record of success driving product marketing and go-to-market strategies for consumer technology or financial services brands.
• Strong experience in website marketing, conversion optimization