Digital product marketing manager, product delivery (B2B and B2C)

Job description

A leading organization is seeking a digital product marketing manager to support product delivery for a consumer-facing retirement business across both business-to-business and business-to-consumer experiences. This position acts as a delivery-side marketing partner, connecting product development to customer-ready outcomes through close collaboration with user experience and content teams, hands-on user acceptance testing leadership, and in-experience communications.

The role works across multiple audiences, including internal operations teams, distribution partners, plan sponsors, advisors, third-party administrators, and end customers. The focus is on ensuring digital releases are understandable, usable, and fully prepared for launch in a regulated environment.

Responsibilities

Digital product development

• Partner with product managers, engineering, and delivery leads to define and deliver digital capabilities across both B2B and B2C journeys
• Translate roadmap initiatives into user-ready experiences by clarifying requirements, mapping journeys, and identifying cross-audience dependencies
• Define launch readiness criteria for each release, including content completion, user experience readiness, compliance reviews, support resources, and communications
• Maintain coordination across teams to manage scope, timelines, and downstream impacts when delivery plans change

Content and user experience collaboration

• Collaborate with user experience design and research teams to ensure B2B and B2C flows are intuitive, consistent, and aligned to user needs
• Partner with content strategists and writers to develop and refine:
  • Interface microcopy and transactional messaging
  • Help content such as frequently asked questions, how-to guides, and knowledge base articles
  • Process and job aids for operational or administrative users
  • Release notes and change summaries tailored to different audiences
• Coordinate review and approval workflows, including legal and compliance partners when required, to ensure accuracy and consistency

User acceptance testing

• Lead or coordinate user acceptance testing planning and execution across B2B and B2C surfaces
• Build test plans and scripts based on real-world, end-to-end scenarios, including role and permission variations, data setup, and regression testing for high-risk workflows
• Manage defect logging, triage, prioritization, and retesting in partnership with product and engineering teams
• Drive testing sign-off and confirm release readiness, ensuring usability and clarity issues are resolved prior to launch

In-experience communications and resources

• Develop and coordinate in-product and in-experience communications that drive awareness and adoption, such as banners, announcements, guided tips, contextual help, and release callouts
• Ensure launches include complete supporting resources, including onboarding guidance, frequently asked questions, troubleshooting content, and support escalation paths
• Align communications timing and execution across channels such as portals, email, support teams, and knowledge bases
• Monitor post-launch signals, including usage patterns, drop-off points, feedback, and support themes, and recommend improvements to content and experience

Required experience and skills

• Six or more years of experience in digital product marketing, product delivery, digital product management, user experience or content collaboration, or implementation and enablement roles
• Demonstrated experience supporting end-to-end digital releases from requirements through build, testing, launch, and iteration
• Strong ability to translate complex functionality into clear, user-facing language and guidance
• Hands-on experience leading or coordinating user acceptance testing, including test planning, execution, defect triage, and sign-off
• Experience working in regulated industries and coordinating legal and compliance review workflows

Preferred skills

• Experience supporting both B2B and B2C journeys within the same platform or program
• Familiarity with Agile delivery practices, including story writing, acceptance criteria, and backlog collaboration
• Proficiency with common delivery and collaboration tools such as Jira, Figma, Confluence or SharePoint, Grammarly, and analytics dashboards
• Experience with in-application communication patterns, onboarding strategies, and content governance

This position plays a central role in ensuring digital product releases are complete, compliant, and aligned to the needs of diverse audiences while keeping product, user experience, and content teams aligned on readiness and delivery expectations.

FAQ

1. What is the primary focus of this Digital Product Marketing Manager role?
This role focuses on delivering and executing product marketing strategies across both B2B and B2C segments. It combines go-to-market planning with hands-on delivery of campaigns, messaging, and product launches. The goal is to drive adoption, engagement, and revenue through effective product positioning.

2. How does product delivery differ from traditional product marketing in this role?
Product delivery emphasizes execution—ensuring campaigns, launches, and assets are delivered on time and aligned with strategy. It involves coordinating cross-functional teams and managing timelines, dependencies, and quality. The role is more execution-focused than purely strategic.

3. What types of products and audiences does this role typically support?
The role supports digital products aimed at both business (B2B) and consumer (B2C) audiences. This requires tailoring messaging, channels, and value propositions for different segments. Understanding varied customer journeys is critical.

4. What are the key responsibilities related to go-to-market (GTM) strategy?
Responsibilities include defining positioning, messaging, and launch plans for new or existing products. The manager ensures alignment between product, sales, and marketing teams. They also track performance and optimize GTM strategies based on results.

5. What tools and technologies are commonly used in this role?
Common tools include CRM platforms, marketing automation tools, analytics platforms like Google Analytics, and campaign management tools. Project management tools such as Jira or Asana are often used for delivery tracking. Data visualization tools may support reporting.