Product Marketing Lead

GoTyme Bank Corporation; Johannesburg; On-site; ZAR 900,000 - 1,200,000; Full time

Benefits offered by this job

Life Cover

Funeral Cover

Education Protector

Disability Cover

Severe Illness Benefit

Health Insurance

Retirement Plan

Wellness days

On-site barista

Job summary

GoTyme Bank is reshaping its GTM for financial product verticals, and the Product Marketing Lead will translate strategy into differentiated positioning and compelling launches. You will own messaging for savings, lending, crypto, and future lines, landing with the right customers at the right time.

This senior IC works across Growth, Brand, CLM, and Communications, partners with product squads, and drives cross-functional execution.

Qualifications

• 4-6 years of marketing experience, with at least 3 years in product marketing, proposition development, GTM planning or a closely related discipline.
• Demonstrated experience building product positioning frameworks and executing multi-channel go-to-market plans from brief to in-market.
• Experience across multiple product categories or verticals — comfort with breadth is important, as this role covers savings, lending, crypto and other product lines.
• Background in consumer brands, digital platforms, telecoms, FMCG or retail is welcome; financial services experience is advantageous but not required.
• Experience working in a fast-paced, high-growth environment where autonomy, speed and quality all have to co-exist.

Responsibilities

• Own the end-to-end GTM plan for product launches and significant feature releases — from brief through to in-market execution
• Develop launch plans that define target audience, messaging, channel mix, timing and success metrics, in collaboration with Growth, Brand, CLM, and Communications teams
• Brief and coordinate internal teams and external agencies on launch and campaign requirements, ensuring consistent execution across all touchpoints
• Track and report on product launch and campaign performance, using data and customer feedback to iterate and improve
• Serve as the primary marketing interface for the relevant product squads and proposition owners, ensuring marketing is embedded into product development from the start

Skills

Product storytelling

GTM planning

Customer-centricity

Cross-functional influence

Analytical/data-literate

Written communication

AI and data analytics

Job description

GoTyme Bank is on a deliberate path toward a product- and segment-led go-to-market model in 2027. The Product Marketing Lead is a key player in making that shift a reality.

This role owns the go-to-market execution for GoTyme Bank's financial product verticals — including savings, lending, crypto and other product lines as they evolve. It is responsible for translating product strategy into compelling positioning, sharp messaging and well-executed launch plans that land with the right customers at the right time.

The Product Marketing Lead sits within the Product Marketing function and reports to the Head of Product Marketing. It is a senior individual contributor role - operating above specialist level and expected to lead cross-functionally without formal authority. The role is focused purely on product GTM and does not carry responsibility for strategic partnership marketing, which sits with the Head of Product Marketing.

Responsibilities

• Product Positioning and Messaging
  • Develop and own clear, differentiated positioning and messaging for GoTyme Bank's financial product verticals — savings, lending, crypto and any additional product lines assigned
  • Build and maintain product one-liners, proposition frameworks and messaging hierarchies that can be consistently deployed across all customer-facing channels
  • Translate complex financial products into simple, compelling narratives that resonate with GoTyme Bank's target customer segments
  • Monitor the competitive landscape and customer insights to continuously sharpen positioning and identify gaps or opportunities
• Go-to-Market Planning and Launch Execution
  • Own the end-to-end GTM plan for product launches and significant feature releases — from brief through to in-market execution
  • Develop launch plans that define target audience, messaging, channel mix, timing and success metrics, in collaboration with Growth, Brand, CLM, and Communications teams
  • Brief and coordinate internal teams and external agencies on launch and campaign requirements, ensuring consistent execution across all touchpoints
  • Track and report on product launch and campaign performance, using data and customer feedback to iterate and improve
• Customer and Market Intelligence
  • Develop a deep understanding of GoTyme Bank's customer segments — their needs, behaviours, financial lives and motivations — and use this to inform product positioning and GTM strategy
  • Conduct and synthesise market and competitor research to inform messaging decisions and identify opportunities for product differentiation
  • Work closely with the Research and Insights team to embed customer evidence into product narratives and GTM plans
• Cross-functional Collaboration
  • Serve as the primary marketing interface for the relevant product squads and proposition owners, ensuring marketing is embedded into product development from the start
  • Collaborate with the CLM and Growth teams to ensure product messaging flows through customer lifecycle programmes, onboarding journeys and retention campaigns
  • Work with the Brand and Communications teams to ensure product narratives are consistent with and reinforcing of the broader GoTyme Bank brand
  • Contribute to the broader Product Marketing function by sharing insights, templates and best practices that raise the team's collective output
• Content and Enablement
  • Create and maintain product marketing content across key customer touchpoints — including the app, website, CRM journeys, in-branch materials and sales enablement assets
  • Develop product briefs, messaging guides and launch toolkits that equip channel and execution teams to bring products to market effectively

Requirements

Experience

• 4-6 years of marketing experience, with at least 3 years in product marketing, proposition development, GTM planning or a closely related discipline
• Demonstrated experience building product positioning frameworks and executing multi-channel go-to-market plans from brief to in-market
• Experience working across multiple product categories or verticals — comfort with breadth is important, as this role covers savings, lending, crypto and other product lines
• Background in consumer brands, digital platforms, telecoms, FMCG or retail is welcome; financial services experience is advantageous but not required. What matters is rigour in positioning and execution
• Experience working in a fast-paced, high-growth environment where autonomy, speed and quality all have to co-exist

Skills And Competencies

• Strong product storytelling — able to take a complex financial product and write positioning that is clear, differentiated and motivating for real customers
• GTM rigour — experienced in building structured launch plans with clear briefs, timelines, channel logic and measurement frameworks
• Customer-centricity — uses customer evidence, not assumptions, to inform positioning and messaging decisions.
• Cross-functional influence — skilled at working across product, design, growth, CLM and brand teams to align and execute without formal authority
• Analytical and data-literate — comfortable reviewing performance data, customer research and market intelligence to make better decisions
• Strong written communication — writes with clarity and intention; able to craft messaging for diverse audiences and formats
• AI and data analytics proficiency — essential; able to leverage AI tools to accelerate content development, market analysis and campaign optimisation

Benefits

Our Benefits Include:

• Life Cover
• Funeral Cover
• Global Education Protector
• Disability Cover (incl. Contribution Protector)
• Severe Illness Benefit

Healthcare That Works for You

• Full company contribution to Health Insurance for eligible employees
• Partial company contribution to Medical Aid (Key Health or Discovery) options for eligible employees

Plan for Your Future

• Access to a Retirement Annuity, with convenient payroll deductions to help you save for retirement while benefiting from applicable tax advantages

Other benefits include:

• EAP support (counselling, financial and legal for you and anyone financially dependent on you).
• Competitive, industry-benchmarked salaries.
• Non-guaranteed performance bonuses.
• Access to company shares (T's & C's apply).
• Wellness days.
• Social clubs.
• On-site barista.