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Senior Marketing Director – Product Marketing (Go-To-Market Strategy)
Role: Marketing Director, reporting to the Vice President of Product Marketing
At Waystone, a leader in institutional governance, administration, risk, and compliance services for financial institutions, this critical role shapes Waystone’s market strategy in the fund administration, associated products, and asset class/sector landscapes. With 25+ years of industry expertise and a global operational footprint, the successful candidate will oversee Waystone’s go-to-market positioning, product messaging, sales enablement, and demand generation—driving measurable growth through innovation, digitisation, and scalable B2B solutions.
About the Role
As a Marketing Director in the Product Marketing team, you will:
- Define Waystone’s global positioning for fund administration, ensuring alignment with client needs and regional trends.
- Develop strategic narratives and value propositions that influence asset managers’ outsourcing decisions.
- Design and execute promotional campaigns (across digital, events, editorial, and PR) to boost brand awareness and pipeline contribution.
- Collaborate with Product, Commercial, and Demand Generation teams to harmonise messaging and improve competitive win rates.
Responsibilities
Market Positioning & Messaging
- Craft a unique differentiator for Waystone’s global fund administration offering, leveraging data-driven insights.
- Build asset class-specific narratives (e.g., private equity, real estate, private credit) to position the full product suite.
- Create compelling "switch" and outsourcing arguments that resonate with asset managers.
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Sales Enablement & Product MarketingToolkit
- Develop a robust toolkit of assets, including:
- Pitch decks
- Battle cards
- Case studies
- Objection handling scripts
- FAQs
- Ensure seamless alignment between marketing and sales—partnering with internal teams to refine execution.
Demand Generation & Promotional Strategy
- Design and deliver a year-round promotional strategy, integrating:
- Channel marketing (digital, targeted ads)
- Event activations (webinars, trade shows)
- Editorial & influencer partnerships
- PR campaigns to amplify thought leadership
- Track ROI by linking campaigns to pipeline contribution and generation rates.
Content & Thought Leadership
- Produce authoritative insights, whitepapers, and decision-making tools that boost credibility with stakeholders.
- Work with subject matter experts to validate content and articulate Waystone’s market expertise.
Commercial Alignement & Pipeline Influence
- Collaborate with sales leadership to design growth-driven campaigns, accelerating qualified opportunities.
- Monitor competitor activity to generate actionable tools that sharpen Waystone’s proactiveness.
What Success Looks Like
| Metric | Target Outcome |
|---|---|
| Market Positioning | Clear, disuerparated "why Waystone?" narrative in fund administration |
| Lead Generation | Increase in qualified MQLs/NPs, aligning with SDR activities |
| Win Rate Optimization | Higher win rates via refined messaging and sales enablement |
| Toolkit Usage | Sales teams adopt and utilise marketing materials in 100% of engagements |
| Brand Presence | Elevated industry profile—40%+ growth in thought leadership citations |
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Required Experience & Skills
Core Requirements
✓ 10+ years in product marketing, specifically within:
- Fund administration
- Fintech, SaaS, or B2B professional services
- Private markets (PE, real estate, private credit) ✓ Proven track record delivering positioning strategies, value propositions, or go-to-market plans with measurable demand generation impact. ✓ Hands-on selling skills across multi-sector (mil lifecycle, asset managers, corporates). ✓ Performance-orientated mindset, balancing strategic thinking with tactile execution. ✓ Exceptional communicator—able to distill technical complexity into persuasive stories for execs (CFOs, CEOs, asset allocation committees) and frontline sales.
Key Technical Skills
- Experience in editing, scripting, and distributing complex technical topics to non-specialists.
- Proficient in demand gen analytics (e.g., tracking pipeline production from campaigns).
- Process-oriented—expert in ** alignment tools** (e.g., customer journeys, SFDC dashboards).
Education & Personality Fit
- Bachelor’s in Marketing, Business Studies, or equivalent field.
- Innovative, fictional, and commercially lean—a culture-maker in fast-paced environments.
- Adaptable: marching to client-teams and evolving market demands.
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