Our client is an established, heavily backed payments automation platform that moves money for finance teams at scale: payroll, supplier payments, spend management and collections, delivered through a single platform that plugs into the accounting and payroll systems their customers already run. They are a regulated payments institution with more than a decade of trading behind them, several thousand business customers from fast-growing SMEs to global enterprises, and 500 staff across four international offices. The business is profitable and expanding into new verticals and new geographies.
Marketing is being rebuilt as a measurable engine, and product marketing is the piece being built from the ground up. This role leads the function, is hired ahead of its team (ultimately 3 Senior PMMs and a web copy person. Probably 5-7 people over time), and personally owns one priority vertical. In a crowded payments market, the sharper the business is on who it serves and why it wins, the harder every campaign, launch and sales conversation works. That clarity is what this role owns.
Location and working pattern
This is a hybrid role based in the client’s central London office. Full time and permanent. Candidates need the right to work in the UK.
Key role details
- Own positioning and the narrative — sharp, differentiated positioning grounded in real customer insight, translating a technically rich platform into messaging that lands with finance, operations and commercial buyers.
- Define the value proposition for every vertical served: who the buyer is, what they are trying to solve, the regulatory and competitive context, and why this platform is the right answer.
- Personally own one priority vertical — travel, lending, corporate business payments, or SME and accountants — as the source of truth on its buyers, competitors and narrative. Which one depends on where your experience is strongest.
- Make customer conversations, win/loss and voice-of-customer work a standing habit rather than an annual project, and feed real customer language back into positioning, content and sales conversations.
- Own launch planning and tiering on a regular cadence, with enablement attached and adoption measured, working closely with product on what gets built and how it reaches the market.
- Arm the commercial team — pitches, decks, demo narratives, battlecards and win stories built from how buyers actually decide.
- Be the source of truth on the market: competitive intelligence, buyer journeys and market insight synthesised into a clear read that shapes product, marketing and sales decisions.
- Build and lead the team. There is one product marketer in place today and further vertical seats to come; you define those roles, hire into them and set the bar for craft across the function. The function is expected to reach five to seven people.
- Shape how product marketing works alongside demand generation, sales and product, including a pod model pairing each vertical with a demand generation owner.
- Make AI part of how the team works — research synthesis, message testing and content production compressed by workflows you build yourself.
- Support the wider growth agenda, including entry into a new international market and the launch of an additional vertical.
Experience and competencies required
- You own positioning, messaging and launch tiering end to end, and you have built a persona and messaging system out of real customer research rather than internal opinion.
- B2B is a requirement. Payments, fintech or another regulated and technically complex product is strongly preferred.
- Vertical or industry-led go-to-market experience is a significant plus, as is experience through the £50–150m ARR band.
- An exceptional writer and communicator who can make a technically rich product feel simple, differentiated and compelling.
- Genuinely curious about customers, and you seek them out. You would rather spend an hour on a customer call than a day in a working session.
- Credible as the senior voice in a room with product and sales, and able to hold a position under pressure.
- You judge your work by what it changes downstream — whether sales conversations get easier, whether the right buyers recognise themselves in the messaging, whether a launch lands and gets adopted.
- You have led or mentored other product marketers and are ready to build a function rather than join one.
- Hands-on. You will lead the team and own a vertical yourself.
- Real fluency with AI, not just everyday use: you have built and shipped your own workflows and agents. There is an AI component to the interview exercise.
- Right to work in the UK, and able to be in a London office on a hybrid basis.
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