Director, Product & Lifecycle Marketing

Job title: Director, Product & Lifecycle 

Reports to: VP, Acquiring Business Optimization  

Department: Product Strategy

Location: Alpharetta, GA/Remote 

Grade: 20

About Priority: 

Priority Technology Holdings, Inc. is a leading financial technology company on a mission to deliver a personalized, easy-to-adopt financial toolset that accelerates cash flow and optimizes working capital for businesses. Our vision is to eliminate the barriers to unlocking revenue - empowering businesses to grow faster and operate smarter.

We achieve this through the Priority Commerce Engine, an innovative platform that combines payables, acquiring, and banking and treasury solutions. This unified approach allows businesses to streamline financial operations, reduce unnecessary costs, and uncover new revenue opportunities.

At Priority, we're driven by results. We expect our people to be known for results - bringing expertise, momentum, and relentless focus to every challenge, helping our clients and each other thrive.

About the Role:

We are seeking an experienced and strategic Director of Product & Lifecycle Marketing to lead go-to-market strategy, product positioning, and lifecycle campaign execution across our acquiring business portfolio. This role sits at the center of our Revenue Growth engine within the Business Optimization team, driving alignment between Product Strategy, Sales Enablement, Lifecycle Campaigns, and Data & Insights.

You will be responsible for shaping how our products are brought to market, how they’re adopted and monetized, and how we communicate their value across the customer journey. The ideal candidate is both a strategic thinker and hands-on marketer, capable of owning the GTM processes end-to-end while building scalable programs that support revenue generation, retention, and expansion.

Responsibilities: 

Product Go-to-Market & Commercialization

• Lead the planning and execution of GTM strategies for new product launches, enhancements, and monetization initiatives.

• Partner with Product Strategy and Sales to define value propositions, ideal customer profiles (ICPs), pricing strategy, and sales motions.

• Develop and maintain commercialization frameworks, GTM launch playbooks, and performance dashboards.

• Support Voice of Customer efforts by integrating feedback loops into launch readiness and lifecycle strategies.

Positioning, Messaging & Sales Enablement

• Own product positioning and messaging across core solutions and value-added services.

• Create internal sales tools, external-facing assets, and enablement content that clearly articulate value to distinct customer segments.

• Partner with Enablement to train and equip internal teams (Sales, Partner Channel, Support) for success during product rollouts.

• Serve as the subject matter owner for internal product marketing documentation and messaging repositories.

Lifecycle Campaign Strategy & Execution

• Design and lead campaign strategies across the customer lifecycle to support onboarding, activation, retention, and cross-sell.

• Work with Data & Analytics to define segmentation, monitor key engagement metrics, and trigger timely outreach.

• Collaborate with Lifecycle Marketing Specialists to build email journeys, campaign calendars, and reporting frameworks.

• Align lifecycle efforts to business goals with clear attribution and KPIs.

Cross-Functional Leadership & Optimization

• Lead GTM stand-ups, launch readiness meetings, and campaign retrospectives.

• Establish intake processes for campaign requests and project prioritization.

• Collaborate closely with PMO, Data, and Sales Ops to ensure full alignment between roadmap delivery and market-facing readiness.

• Continuously optimize GTM processes and frameworks to drive speed, clarity, and measurable impact.

What Success Looks Like:

Success in a Director, Product & Lifecycle Marketing role is all about driving growth, deepening customer engagement, and shaping the product’s long-term business trajectory. At this level, you’re not just running campaigns—you’re orchestrating the full customer journey, aligning cross-functional teams, and making measurable impact on revenue.

• Consistent improvements in activation, usage, retention, and upsell across key customer segments.

• Marketing and product strategies that directly contribute to revenue growth and customer longevity.

• A team that is proactive, confident, and delivering consistently strong work.

Candidate Requirements:

• 5 years of experience in product marketing or lifecycle marketing roles within B2B fintech, SaaS, or payments.

• Strong understanding of go-to-market execution, product positioning, and campaign lifecycle management.

• Experience supporting both direct-to-merchant and channel-led (ISO, third-party) sales motions.

• Comfortable with cross-functional collaboration and managing multiple stakeholders and deadlines.

• Proficient in Salesforce, HubSpot, or related CRM/marketing automation platforms.

• Data-driven mindset — able to tie marketing efforts to business outcomes.

Preferred Requirements:

• Familiarity with merchant acquiring, payment facilitation, or value-added services in the payments space

• Experience enabling inside sales, third-party partners, and embedded product education

• Exposure to Voice of Customer programs, including NPS, CSAT, and campaign feedback loops Bachelor’s degree in marketing, business, or related field

Work Environment & Culture:

We believe that performance and experience go hand in hand - an exceptional employee experience is earned through contribution. We are a results-driven team, grounded in our core values: ownership, authenticity, service, trust, innovation, and camaraderie.

Our culture is built for those who want to make an impact. We challenge each other to grow, celebrate progress, and support one another through shared goals and real connection. Whether you're building technology, serving clients, or supporting internal teams, you’ll be part of a company that empowers you to perform at your best and be known for results.

Compensation and Benefits:

Compensation range:$130,000 - $160,000
We invest in the whole employee - personally and professionally. Our benefits package is designed to support your well-being, growth, and success - both inside and outside of work.

Financial Wellness

• Bonus programs

• 401(k) match

• Employee Stock Purchase Program (ESPP)

• HSA and FSA options

• Financial wellness resources and employee discount programs

Health & Well-being

• Medical, dental, and vision coverage

• Mental health support for employees and dependents through Lyra Health

• Family planning and women’s health benefits through Carrot

• Gym membership reimbursement and virtual wellness programs (including yoga)

Time Off

• 3 weeks PTO to start, with unlimited PTO after year one

Growth & Development

• Education expense reimbursement

• Leadership development programs

• Certified Payments Professional (CPP) certification support

We believe great performance starts with feeling supported - and we’ve built our benefits with that in mind.

Traditional Physical Requirements:

• Requires prolonged sitting, standing, bending, stooping and stretching.

• Requires the ability to lift 10 pounds.

• Requires eye-hand coordination, manual dexterity and a normal range of hearing and vision (with or without correction).

Join our team at Priority Technology Holdings, Inc. and be part of a dynamic and innovative company that is transforming the financial technology landscape. Together, we can shape the future of payments and banking solutions while providing unmatched value to our clients.