Senior Product Marketing Manager

At Caribou, we care about giving people financial freedom so they can focus on what’s most important to them. Today, less than two percent of Americans refinance their auto loans despite drastic increases in the cost of new and used cars. We see huge potential to help folks reduce their monthly auto payments and increase the predictability of those expenses over time. We do this by building technology to pair customers with credit unions, banks, and finance companies and by simplifying every step of the process. On average, our drivers save $162/month on their car loans while protecting their investment long term.

Caribou is led by leaders from the technology, automotive, and finance industries. We’re proud to be backed by a great team of investors, including QED Investors, Goldman Sachs, Moderne Ventures, Accomplice, Link Ventures, Motley Fool Ventures, and others.

About the Role

We are seeking a data-driven, strategic, and execution-oriented Senior Product Marketing Manager to own our end-to-end Lifecycle strategy and customer communications journey. In this role, you will sit at the intersection of Product, Performance Marketing, Brand, Sales & Operations, and Analytics & Data Science.

Your primary mission is to set and execute the strategy for how we communicate with customers across email, SMS, in-app messaging, and call scripting—from pre-submission through conversion. You will leverage data segmentation, experimentation, and AI capabilities to turn customer touchpoints into measurable conversion lift and sustained retention, while leading product Go-To-Market (GTM) launches end-to-end.

Key Responsibilities

1. Lifecycle Strategy & Customer Communications (45%)

• End-to-End Communications Journey: Set the overall strategy and maintain a clear, up-to-date communications architecture across email, SMS, in-app messaging, and call scripting across all funnel stages (pre-submission, conversion)
• Segmentation & Personalization: Build a sophisticated segmentation and targeting framework based on user behavior, lead source, intent, lifecycle stage, and telemetry signals to ensure every interaction is contextual and effective
• AI-Driven Customer Engagement: Represent Lifecycle Marketing in cross-functional planning for AI customer decisioning. Leverage AI capabilities for content generation, creative personalization, and campaign optimization to increase execution speed and message relevance
• In-App & Multi-Channel Experience: Partner with Product and UX teams to build contextual in-app messaging, tooltips, and guided flows that drive feature adoption at the precise moment of user intent

2. Go-To-Market (GTM) & Cross-Functional Growth (30%)

• Measurable Funnel Conversion: Partner closely with Performance Marketing, Brand, Product, Sales & Operations, and Data Science to optimize the customer journey and drive measurable conversion lift
• End-to-End Product Launches: Lead cross-functional GTM strategies for new feature releases, product tiers, and service enhancements—defining target audiences, messaging, channels, and success metrics
• Enablement & Positioning: Collaborate with Marketing to equip Sales, Operations, and Customer Success teams with high-converting call scripts, pitch collateral, release briefs, and customer playbooks

3. Experimentation, Analytics & Governance (25%)

• Rigorous Testing Framework: Partner with Analytics to establish experimentation frameworks—including holdout-based incrementality testing—that rigorously demonstrate business impact on conversion and revenue.
• Operational Excellence & MarTech: Own lifecycle marketing platforms and vendor relationships, establishing strong governance, deliverability best practices, and scalable operational processes.
• Compliance by Design: Partner closely with Legal and Compliance to establish review governance for all customer communications, ensuring full compliance as personalization and AI-driven decisioning scale.
• Customer Intelligence: Collaborate with Voice of Customer Team, Marketing, and User Research to gather qualitative user insights and quantitative survey data to uncover friction points, informing both messaging strategy and product roadmaps.

Qualifications

• Experience: 5-8 years of experience in B2B or B2C Ecommerce/Fintech product marketing, lifecycle marketing, or growth marketing
• Lifecycle Mastery: Proven track record of managing multi-channel communications (email, SMS, call scripts, in-app) across complex conversion funnels
• AI & MarTech Proficiency: Hands-on experience with customer engagement platforms (e.g., Braze, HubSpot, Customer.io, Marketo), product analytics (e.g., Amplitude, Mixpanel), and leveraging modern AI workflows for content generation and campaign optimization
• Data & Testing Rigor: Strong background in holdout testing, incrementality modeling, A/B testing, and converting behavioral telemetry into actionable audience segments
• Cross-Functional Leadership: Demonstrated success partnering with Legal/Compliance, Data Science, Product, and Sales/Operations teams
• Copywriting & Messaging: Exceptional ability to craft high-converting, compliant, and audience-tailored messaging

Preferred Qualifications

• Experience in Fintech, lending, or highly regulated industries with strict compliance considerations
• Experience integrating AI decisioning engines into active marketing automation flows
• Proficiency in SQL or BI visualization tools (Tableau, Looker)