Job Description

The Product Marketing Manager, Bask Bank will work closely with the Bask Bank team to develop proactive marketing strategies, campaigns, and go-to-market plans that drive customer acquisition, engagement, deposit growth, and retention for Texas Capital’s digital banking platform. This role requires strong experience in fintech, digital banking, B2C marketing, and data-driven growth The ideal candidate understands how to market digital financial products to consumers across the full funnel, from awareness and consideration through conversion, onboarding, engagement, and retention.

This individual will partner closely with product, digital, analytics, brand, content, marketing technology, and performance marketing teams to create campaigns, messaging, and customer experiences that support Bask Bank’s growth objectives. The role also requires a strong ability to translate customer insights, product features, competitive dynamics, and performance data into clear marketing strategies and executive-ready recommendations.

Responsibilities

• Define and maintain Bask Bank’s positioning, value proposition, audience segmentation, and messaging framework in partnership with brand, product, digital, and business leaders.

• Develop and manage go-to-market calendars for Bask Bank products, campaigns, digital initiatives, and customer engagement programs.

• Define product marketing strategies that support digital customer acquisition, funded account growth, deposit growth, onboarding, engagement, retention, and cross-sell opportunities.

• Maintain a deep understanding of Bask Bank’s product portfolio, including digital savings products, checking, rewards, deposits, digital banking capabilities, and customer experience features.

• Partner with product, digital, analytics, and performance marketing teams to identify customer needs, market opportunities, competitive positioning, and growth levers.

• Develop marketing assets and messaging that support each stage of the digital customer journey, including awareness, consideration, conversion, onboarding, activation, engagement, and retention.

• Partner with content, brand, digital, lifecycle, and sales enablement teams to develop web content, landing pages, email campaigns, product one-pagers, app/web messaging, customer communications, and campaign assets.

• Coordinate cross-channel execution across paid media, search, social, website, email, affiliate, direct mail, app/web experiences, referral campaigns, and lifecycle marketing.

• Support digital-first campaigns that improve conversion, funded account completion, customer activation, balance growth, product usage, and retention.

• Define KPIs to measure marketing effectiveness, including traffic, conversion, cost per acquisition, funded accounts, deposit balances, engagement, retention, and campaign ROI.

• Apply a structured, data-driven approach to marketing challenges, translating customer insights, performance trends, and campaign learnings into clear recommendations for business and marketing leadership.

Qualifications

• Minimum of 5 years of experience in B2C marketing, fintech marketing, digital banking, financial services, consumer technology, or digital product marketing.

• Bachelor’s degree in business, marketing, communications, analytics, or a related field.

• Strong fintech, digital banking, or consumer financial services experience strongly preferred.

• Experience developing go-to-market strategies, product marketing campaigns, customer acquisition programs, messaging frameworks, and lifecycle marketing initiatives.

• Strong understanding of digital marketing, including paid media, search, social, affiliate, email, web, landing pages, customer segmentation, A/B testing, funnel optimization, and campaign performance measurement.

• Proven ability to use data and insights to improve acquisition, conversion, activation, engagement, retention, and business growth.

• Strong understanding of B2C customer behavior, digital onboarding, customer journeys, and performance-driven marketing.

• Excellent verbal and written communication skills, with strong presentation and storytelling capabilities for executive-ready materials.

• Self-motivated and highly accountable, with the ability to manage multiple priorities, meet tight deadlines, and deliver high-quality work with strong attention to detail.

• Proven ability to build trusted relationships across internal stakeholders, including product, digital, analytics, marketing technology, brand, legal/compliance, and business teams.

• Experience using AI tools and effective prompts to improve productivity, accelerate research, synthesize information, and support marketing execution.

• Comfortable using collaboration, CRM, marketing automation, analytics, and testing tools such as Copilot, Asana, Salesforce, Salesforce Marketing Cloud, Google Analytics, and related platforms.

The duties listed above are the essential functions, or fundamental duties within the job classification. The essential functions of individual positions within the classification may differ. Texas Capital Bank may assign reasonably related additional duties to individual employees consistent with standard departmental policy.Texas Capital is an Equal Opportunity Employer.