Product Owner, Digital Marketing

Problem Definition & Opportunity Validation 

• Clearly define the "what" and "why" of digital marketing initiatives by representing the needs of Bank Marketing, business stakeholders, and end customers by translating user problems and opportunities into measurable business value and marketing impact. 

• Partner with marketing managers, marketing analytics, and business stakeholders to analyze campaign performance data, user feedback, and market trends into actionable product direction. 

• Maintain deep awareness of the Bank Marketing objectives, the marketplace, emerging industry trends, data, regulation, and technology to help stakeholders explore possibilities and execute priorities effectively. 

• Identify patterns in campaign execution challenges, system limitations, and stakeholder requests to continuously prioritize product improvements that reduce friction and operational burden. 

Solution Development & Decision Facilitation 

• Serve as the digital marketing subject matter expert when collaborating with IT, architecture, and the Marketing Cloud Technical Lead to evaluate and solve challenges ranging from quick configuration wins to strategic platform integrations. 

• Facilitate decision-making by presenting options with standardized criteria including estimates for cost, timelines, risks, business impacts, scalability, regulatory complexity (CAN-SPAM, GDPR, CCPA), and technical debt. 

• Translate marketing objectives into clear technical requirements, removing ambiguity, and providing direction in discovery and planning activities grounded in deep knowledge of digital marketing capabilities and the broader marketing technology landscape. 

• Leverage systems expertise and business knowledge to navigate conflicting priorities diplomatically, plan and scope interrelated initiatives, and help leadership make informed decisions about prioritization and sequencing using data-supported frameworks like ROI analysis, business value scoring, and strategic alignment. 

Backlog & Scope Management 

• Define MVP scope and phasing strategies that balance speed-to-market with long-term platform architecture, while owning and maintaining a healthy product backlog that ensures the squad has 2-3 sprints of ready, well-defined work aligned to technology lifecycle needs and strategic investment priorities. 

• Monitor and track squad capacity allocations to ensure alignment with strategic investment classification and resource optimization, making real-time prioritization decisions and trade-off calls when scope, timeline, or resources are constrained. 

• Write detailed user stories and epics with acceptance criteria while regularly grooming the backlog to keep sprints ready and the team focused on high-value work, while serving as the escalation point for dependency and conflict resolution across the squad and with other teams. 

Product & Delivery Collaboration 

• Serve as Product Owner within the Scrum framework, actively participating in all agile ceremonies including daily standups, sprint planning, sprint reviews, and retrospectives, while dedicating significant time as an embedded squad member to collaborate with the tech lead and squad on requirements, technical approaches, and continuous improvement. 

• Partner with the Scrum Master and other Product Owners to manage dependencies, mitigate risks across squads and initiatives, and regularly communicate progress to leadership and stakeholders through Release Notes and end-of-sprint product demonstrations. 

• Review and accept completed work to ensure it meets business requirements, quality standards, and defined acceptance criteria, conducting user acceptance testing for new features before production release and ensuring all deliverables are market-ready through a formal signoff process. 

• Create comprehensive product documentation, presentation and demo materials, and essential product management deliverables to support stakeholder communication and business enablement, while maintaining alignment with product strategy and taking initiative to drive delivery outcomes within strategic guardrails. 

Business Value & Success Measurement 

• Partner with the Digital Marketing Director to lead strategy and execution on a digital marketing roadmap that aligns with business goals and priorities, incorporating 12-24 months of prioritized enhancements and capabilities for the squad. 

• Partner with Marketing Analytics to monitor business objectives and marketing performance metrics including campaign velocity, marketing ROI, and customer engagement to assess business value and inform future initiatives and optimization. 

• Partner with the Scrum Master and Marketing Cloud Tech Lead to monitor squad metrics and system performance, while seeking opportunities for continuous improvement by establishing feedback loops and gathering insights from analytics, campaign performance data, user research, and stakeholder feedback. 

• Apply an analytical approach to assess product gaps, make data-driven decisions using metrics-driven frameworks, and ensure all efforts align with FNBO's Operating Philosophy, Vision, Mission, Values, strategic priorities, brand, and business unit goals and objectives.

Qualifications, Experience, and Skills 

• 5+ years of experience in Product Ownership or formal product management with a strong understanding of digital marketing and automation, the banking industry, and marketing technology stacks, with demonstrated ability to lead tech/data initiatives. 

• Deep knowledge of Salesforce Marketing Cloud capabilities and the broader marketing technology landscape, including CRM, CDP, and the Adobe Suite. 

• Understanding of marketing campaign operations, customer journey design, and end-user workflows, with the ability to translate business needs into technical requirements and familiarity with data management, integrations, and technical constraints within the Marketing Cloud ecosystem. 

• Experience with digital marketing best practices including SEO/AIO principles, content optimization, and website design, with knowledge of regulatory compliance (CAN-SPAM, GDPR, CCPA) and the ability to incorporate compliance requirements into product development. 

• Proficiency with technical discussions, including the ability to read system diagrams, understand API concepts, and engage effectively with architecture and engineering teams to evaluate and validate technical approaches. 

• Demonstrated ability to independently manage complex, large-scale projects with detail-oriented execution, strategic thinking, innovative problem-solving, and a strong sense of urgency to deliver work accurately and on time. 

• Excellent stakeholder management, leadership, and communication skills to bridge business and technical teams, build trust with partners at all levels, achieve alignment across diverse interests, and present executive-level communications that share progress and identify risks. 

• Self-motivated, highly organized, and collaborative, with the ability to work independently, drive cross-team efforts, make sound priority decisions, and continuously expand knowledge and learn new skills or technologies. 

Additional Desired Qualifications 

• 7+ years of related experience, or master's degree in a related field. 

• Scrum/Agile (CSPO/PSPO) certification. 

• Advanced expertise with Salesforce Marketing Cloud platform administration and configuration. 

• Experience leading marketing technology transformations or platform modernization initiatives. 

• Hands-on experience applying AI and large language model (LLM) technologies in marketing contexts, such as AI-driven personalization, predictive analytics, intelligent campaign decisioning, or leveraging generative AI tools to accelerate content creation and product delivery workflows.