About Allica Bank

Allica is the UK’s fastest growing company - and the fastest-growing financial technology (Fintech) firm ever. Our purpose is to help established SMEs, one of the last major underserved opportunities in Fintech.

Established SMEs are the backbone of local communities - representing over a third of our economy - yet have been largely neglected both by traditional high street banks and modern fintech providers.

Department Description

Product Marketing sits within Allica's Growth function, based around talented, empowered and autonomous individuals who will be responsible for driving engagement, retention and growth from our existing customer base across a combination of channels to meet objectives set across the business. You will get the opportunity to work with different teams across the business including product squads, distribution, data and operations to deliver on Allica's mission of becoming the UK's most recommended business bank.

Role Description

We are seeking a Product Marketing Manager to lead how we increase value for our existing Business Rewards Account customers and for Allica - growing engagement, retention and revenue from the base we already have, with lending growth coming through those existing customers rather than new acquisition.

This is a senior, generalist product marketing role, not a single-channel specialism. You'll set the strategy and priorities for how we grow engagement, retention and value across our existing customer base, translating customer behaviour and commercial goals into a clear plan - then working with the Senior Growth Executives and wider team to bring that plan to life. You'll be the person who decides what we focus on and why, not just how a given campaign is built.

You'll work as a senior partner to the Product Marketing Lead, and alongside the two Senior Growth Executives, as well as Product, Data, Compliance, Operations and CRM teams, to plan and deliver in-life activity that is well-targeted and clearly tied to commercial value.

Principal Accountabilities

In-Life Marketing Strategy & Direction

• Own the in-life strategy and roadmap, focused on extracting value from existing customers and driving cross-sell through activation, engagement and retention.

• Prioritise where the team focuses effort, based upon commercial impact.

• Set the standards and frameworks (testing, targeting, measurement) that the wider team works to.

• Own day-to-day accountability for in-life performance across Business Rewards Account and Lending, escalating trade-offs to the Product Marketing Lead.

Delivery & Execution

• Build and run lifecycle campaigns yourself (email, in-app, direct mail and more), and guide and quality-check work from the teams Senior Executives.

• Spot moments in the customer journey - milestones, drop-off points, underused features - where marketing can improve outcomes.

• Review performance data and decide what to scale, pause or iterate, making changes yourself where needed.

Product & Customer Insight

• Build a strong understanding of how customers use Business Rewards Account and Lending, and where cross-sell and retention value is being left on the table.

• Feed insight back into the product roadmap, flagging friction, adoption gaps and opportunities.

Cross-Functional Leadership 

• Partner with CRM/HubSpot, Data, Compliance, Risk and Operations to plan and execute in-life campaigns end-to-end, representing Product Marketing in cross-functional forums. 

• Manage multiple lifecycle initiatives, keeping plans and stakeholders aligned.

Reporting & Continuous Improvement 

• Own the reporting framework for in-life success (engagement, retention, cross-sell, campaign performance), with particular focus on Business Rewards Account value extraction and cross-sell.

• Report regularly to the Product Marketing Lead on performance, learnings and next priorities. 

• Use AI-enabled tools to accelerate analysis, drafting and reporting.

• Own the in-life strategy and roadmap, focused on increasing value for both customers and the bank through activation, engagement and retention - with lending growth coming from within our existing customer base.

• Prioritise where the team focuses effort, based on commercial impact. 

• Set the standards and frameworks (testing, targeting, measurement) the wider team works to.

• Own day-to-day accountability for in-life performance across Business Rewards Account and Lending, escalating trade-offs to the Product Marketing Lead. 

• Build and run lifecycle campaigns yourself (email, in-app, direct mail and more), and guide and quality-check work from the Senior Growth Executives.

• Spot moments in the customer journey - milestones, drop-off points, underused features - where marketing can improve outcomes.

• Review performance data and decide what to scale, pause or iterate, making changes yourself where needed.

• Build a strong understanding of how customers use Business Rewards Account and Lending, and where there's opportunity to create more value for both the customer and the bank.

• Feed insight back into the product roadmap, flagging friction, adoption gaps and opportunities.

• Partner with CRM/HubSpot, Data, Compliance, Risk and Operations to plan and execute in-life campaigns end-to-end, representing Product Marketing in cross-functional forums.

• Manage multiple lifecycle initiatives across Business Rewards Account and Lending, keeping plans and stakeholders aligned.

• Own the reporting framework for in-life success (engagement, retention, value creation, campaign performance), with particular focus on Business Rewards Account and lending growth from within the existing base.

• Report regularly to the Product Marketing Lead on performance, learnings and next priorities.

• Use AI-enabled tools to accelerate analysis, drafting and reporting.

Personal Attributes & Experience Skills & Experience

• 4+ years' experience in product marketing, ideally with time spent in lifecycle, CRM, or engagement/retention marketing rather than pure acquisition or brand - including experience owning strategy, not just delivering against someone else's.

• A proven track record of setting the direction for in-life or lifecycle marketing, and prioritising where a team focuses its effort, not just running individual campaigns.

• Demonstrable experience designing and running activation, engagement, retention or growth programmes that measurably moved the numbers for existing customers.

• Confident making trade-off calls on where to focus effort and budget across Business Rewards Account and Lending.

• Strong commercial and analytical instincts - able to read customer and campaign data, spot patterns, and turn them into a clear, prioritised plan of action rather than a list of activity.

• Confident working hands-on with CRM platforms (HubSpot or similar) to build, target, test and measure lifecycle campaigns.  AI-literate and genuinely excited by it - comfortable using AI tools day-to-day to speed up analysis, content drafting and reporting, and keen to find new ways to apply them.

• Experience in financial services, SME banking or another regulated industry is a strong plus, but not essential.

Mindset & Working Style

• The senior voice on in-life marketing day-to-day - setting direction and being the escalation point for trade-offs, while staying hands-on enough to execute the plan yourself when needed.

• A genuine self-starter who can take a lifecycle programme from idea to live campaign without heavy oversight, while still knowing when to flag risk or escalate to the Product Marketing Lead.

• Excellent stakeholder management - able to influence and align Product, Data, Compliance and Operations teams without formal authority over them.

• Comfortable operating in a small, fast-moving team where priorities can shift and processes are still being defined, bringing structure rather than waiting for it.

• Motivated by impact, and passionate about helping established businesses thrive through better banking.

Working at Allica Bank

At Allica Bank we want to ensure our employees have the right tools and environment in which to succeed in their role and in support of our customers.

Our employees are at the heart of everything we do, so our benefits are designed with you in mind:

• Full onboarding support and continued development opportunities

• Options for flexible working

• Regular social activities

• Pension contributions

• Discretionary bonus scheme

• Private health cover

• Life assurance

• Family friendly policies including enhanced Maternity & Paternity leave

Don’t tick every box?

Don’t worry if you don’t have all the skills or requirements listed on the job description. If you think you’ll be a good fit, we’d still love to hear from you!

Flexible working

We know the ‘9-to-5’ isn’t right for everyone. That’s why Allica Bank is fully committed to flexible and hybrid working. Please let us know what is best for you and, if we can, we will do our best to accommodate.

Diversity

We’re a diverse bunch here at Allica, with all kinds of experiences, backgrounds and lifestyles. Our openness and differences make us stronger, and we want everybody to feel comfortable bringing as much of themselves to work with them as they like.