I help fintech products win customers — from launch to adoption.
Product Marketing Manager with 7+ years of experience launching payments, digital banking, and credit card products from 0 to 1M+ users.
Position
I turn product features into clear positioning that makes financial products easier to understand, trust, and buy.
Launch
I build GTM plans that align teams, channels, messaging, and sales enablement into scalable, high-impact launches.
Grow
I use lifecycle strategy, funnel insights, and performance data to drive acquisition, activation, engagement, and adoption.
Launching a Visa Credit Card From 0 to 1.
Led a new Visa credit card launch from customer insights to multi-channel GTM.
The challenge was to bring a new Visa credit card from idea to market with clear customer segments, differentiated positioning, and compliant messaging.
Led product marketing from 0 to 1 — customer research, persona development, product shaping, positioning, compliant messaging, stakeholder alignment, and multi-channel GTM execution.
Built seasonal GTM around family spending needs and card adoption.
Back-to-school is a financially stressful time for families, so I needed to position the card as a flexible spending solution and drive adoption in a highly competitive acquisition season.
Built the back-to-school GTM strategy around the card's flexible-payment value, aligning messaging, family-led creative, and full-funnel execution.
Launching a Financial Membership Platform From 0 to 1.
Launched a tiered financial membership platform, repositioning classic cards into a clearer everyday money experience.
Customers faced too many card options, fees, benefits, and conditions, making it harder to choose the right product. The business needed a simpler membership architecture that made value easier to understand.
Partnered with Product and Research to shape membership strategy, product packaging, monetization model, and tiered benefits architecture. Led product marketing for launch, including positioning, messaging, GTM strategy, and multi-channel execution.
Four tiers. One clear value ladder.
Scaling the Membership Platform With a Family Plan
Launched a Family Plan that turned shared benefits and special card designs into one simple offer for families.
Families needed an easier way to manage shared spending, extra cards, and everyday banking needs in one plan. The business needed to expand the membership platform beyond individual users with a clearer value proposition for family adoption.
Led the Family Plan launch, shaping positioning, value proposition, messaging, card-design story, and GTM strategy. Partnered with Product, Creative, Research, and Digital to translate the family-focused offer into a clear product narrative across key customer-facing channels.
Special designs made the Family Plan feel more personal.
From a Banking App to a Daily Money Companion
Repositioned a mobile banking app as a personalized daily money management platform.
The app had strong brand recognition but needed greater relevance as customers expected faster, simpler, more intuitive money management. The challenge was to reposition it as a modern digital-first platform, not just a servicing tool.
Led product marketing for the app relaunch, shaping the value proposition, messaging, and GTM strategy while partnering with Product, UX, Creative, and Analytics to align the experience around daily money management.
Partnered with Product and UX to improve 300+ customer journeys and develop messaging frameworks for daily banking.
A Card That Feels Like You.
Launched Digital Card Skins, turning card design into a personalized wallet experience.
In a crowded fintech market, I needed to position a new card feature as a clear reason to choose and engage with the mobile app.
Led product marketing strategy — positioned Digital Card Skins as a wallet personalization experience, shaped the Mastercard co-brand story, and turned a music festival activation into customer-created card skins.
Music festival attendees co-created card skins.
Making Credit Cards Feel More Human.
Credit card marketing often defaults to rates, limits, and rewards. I needed to make the product more memorable and easier to understand while driving acquisition, activation, and retention.
Led PMM for seasonal credit card lifecycle campaigns, defining positioning, messaging, and GTM strategy. Partnered with Creative to build a mascot-led platform that simplified product benefits and made the credit card experience more memorable across customer touchpoints.
The mascot in motion
Turning a gifting use case into creator-led storytelling.
Creator-Led Valentine’s Activation
Turned the credit card’s gifting use case into a timely Valentine’s activation, using creators to make the product feel more personal and memorable.
Positioned the credit card as a simple way to make Valentine’s gifts feel more special.
Turned gifting value into Valentine’s storytelling and audience love stories.
The heart-shaped Alfa Bear connected Valentine’s emotion to the card’s gifting value.
A creator grid showed scale and invited followers to share love stories for a card-purchased gift.
Creators made the card’s gifting use case feel personal, timely, and easy to share.
Turning an installment benefit into a shareable holiday experience.
Alfa Bear Holiday Activation
Built a holiday promo activation around the credit card’s installment benefit, giving customers a clear reason to use the card, claim an Alfa Bear, and share the experience.
Card activation lift
Credit card sales growth
Social & digital reach
Churn reduction
Made the card benefit visible during Christmas shopping with a glass cube filled with red Alfa Bears.
Made the next step simple and customer-facing: claim your Alfa Bear.
Gave cardholders a clear reason to use the card, visit the activation, and engage with the brand.
Hiring for a Senior PMM in fintech?
Payments, credit cards, digital banking, growth, or partner-led financial products — I'd love to talk.