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R151842 Posted 08/02/2022

Director, Product Marketing - Small Business Card

McLean, Virginia | Richmond, Virginia
  • Category Brand
  • Experience Director
  • Primary Address McLean, Virginia


Center 1 (19052), United States of America, McLean, Virginia

Director, Product Marketing - Small Business Card

At Capital One, we’re building a leading information-based technology company. Still founder-led by Chairman and Chief Executive Officer Richard Fairbank, Capital One is on a journey to help our customers succeed by bringing ingenuity, simplicity, and humanity to banking. We measure our efforts by the success our customers enjoy and the advocacy they exhibit. We are succeeding because they are succeeding.             

Guided by our shared values, we thrive in an environment where collaboration and openness are valued. We believe that innovation is powered by perspective and that teamwork and respect for each other lead to superior results. We elevate each other and obsess about doing the right thing. Our associates serve with humility and a deep respect for their responsibility in helping our customers achieve their goals and realize their dreams. Together, we are on a quest to change banking for good.

Small Business Marketing

At Capital One, we dare to dream, disrupt and deliver a better way for our customers, the financial industry and for each other.  Our goal is simple – bring ingenuity, simplicity and humanity to an industry ripe for change. 

As a founder-led company, we celebrate and believe in the American entrepreneurial spirit and celebrate the nearly 30 million small business owners in the USA. Small businesses are the backbone of the American economy and are fueling innovation across every industry. 

The Small Business team is dedicated to changing banking for good for small business owners and helping them succeed. We are committed to becoming America’s leading purchase program for small business owners – and that’s only our starting point. 

The Role: Director, Product Marketing

The Small Business Product Brand Marketing team is a passionate and entrepreneurial team of product marketing strategists focused on communicating the value of our Small Business Card and Bank products across our marketing channels to prospective Business Owners and existing customers. 

We are looking for an experienced Product Marketer to lead the team responsible for developing and delivering the marketing strategy for our business card products. This person will oversee the development and execution of the product brand positioning and go-to-market strategies to bring our card products to small business owners. They will partner closely with our Research and Design teams to deeply understand the small business audience; they’ll partner with product leadership to develop a higher-level vision for our product brand portfolio; and they will partner with our Creative, Brand and Acquisitions Marketing teams to devise innovative ways to capture attention, build product brand awareness, and drive preference and usage for our products. 

Key Responsibilities:

  • Lead a team of product marketers to develop and deliver product brand positioning, messaging, creative platform and go-to-market campaigns for our business card products. 

  • Partner closely with the Product teams to define the portfolio brand strategy and product roadmap for our Small Business products, develop the go-to-market strategy for those products, and oversee the marketing launch of new products and new positioning.

  • Partner closely with the Enterprise Brand team to build the naming architecture, word marks, plastic design, and other product-level brands, to ensure consistency across the portfolio. 

  • Partner with the research team to deeply understand the target audience, validate product positioning and messaging, and act as the voice of the customer to the organization at large, to ensure all customer touchpoints both pre and post acquisition provide a seamless, high quality experience, and that the product messaging remains consistent across touchpoints. 

  • Keep track of the competitive space to understand how competitors are evolving their product and messaging strategies, and build strategies that position us for success in the market. 

  • Build the core product-level positioning, messaging, and creative concepts to instruct all downstream channels about how the product should exist in the market. 

  • Develop and oversee integrated marketing campaigns for products both at launch and in an on-going fashion. Partner closely with the relevant Channels Marketing teams to develop, build and execute integrated campaign strategies across upper funnel, lower funnel and customer channels. Partner closely with the brand marketing team to ensure the product-level messages align to the brand standards. 

  • Actively participate in “hub and spoke” integrated teams on behalf of product brand strategy; represent Brand and Product Marketing more broadly with key partners in a highly matrixed environment.

Here’s what you’ll need to be successful:

  • Demonstrated leadership experience, leading diverse teams to execute flawlessly and coaching individuals to achieve their full potential. 

  • Demonstrated expertise in product marketing and experience working with product teams, working at multiple stages of the product life cycle, and using many different channels and tactics across the marketing funnel. 

  • Exceptional written and verbal communication skills; comfort and skill communicating with more senior stakeholders and many different job families. Able to use data to build stories and justify proposed strategies. Able to provide a translation layer between the business and product teams and the creative teams. 

  • Exceptional analytical and problem solving skills; able to identify the right problem to solve, solicit info from multiple sources, develop proposed solutions, gain buy-in on solutions and execute against them. 

  • Preference to work in a fast-paced, rapidly changing and highly ambiguous environment, where you are expected to test hypotheses and stand up best practices that don’t exist today

  • Diligent listening skills and the ability to adapt approach among diverse audiences to tease out insights and pain points

  • Confidence to ask hard questions and push into uncharted territories – and not defaulting to the status quo before exploring new paths and quantifying risk / reward


  • Whole Brained – equally analytical and creative, and deftly employing both skills to deliver bold programs that deliver substantive outcomes 

  • Fearless Leadership – highly-disciplined self-starter with a strong POV who can positively, effectively lead themselves and others, often in ambiguous and/or new territory 

  • Collaboration & Influence –  ability to productively partner with a wide variety of teams across the organization to advance our Small Business goals and connect marketing activities to the underlying business strategy.

Basic Qualifications:

  • Bachelor’s Degree or military experience

  • At least 8 years of marketing experience

  • At least 5 years of experience in multi-channel campaign development, including research, planning, and execution

  • At least 3 years experience in product marketing

Preferred Qualifications:

  • 5 years of product marketing experience in an extremely fast-paced, technology-forward culture

  • 3 years of leadership experience in building teams, leading and developing direct or indirect reports

  • Demonstrated success in defining and launching insights-driven marketing plans and value propositions in support of product roadmaps and objectives

At this time, Capital One will not sponsor a new applicant for employment authorization for this position.

No agencies please. Capital One is an Equal Opportunity Employer committed to diversity and inclusion in the workplace. All qualified applicants will receive consideration for employment without regard to sex, race, color, age, national origin, religion, physical and mental disability, genetic information, marital status, sexual orientation, gender identity/assignment, citizenship, pregnancy or maternity, protected veteran status, or any other status prohibited by applicable national, federal, state or local law. Capital One promotes a drug-free workplace. Capital One will consider for employment qualified applicants with a criminal history in a manner consistent with the requirements of applicable laws regarding criminal background inquiries, including, to the extent applicable, Article 23-A of the New York Correction Law; San Francisco, California Police Code Article 49, Sections 4901-4920; New York City’s Fair Chance Act; Philadelphia’s Fair Criminal Records Screening Act; and other applicable federal, state, and local laws and regulations regarding criminal background inquiries.

If you have visited our website in search of information on employment opportunities or to apply for a position, and you require an accommodation, please contact Capital One Recruiting at 1-800-304-9102 or via email at All information you provide will be kept confidential and will be used only to the extent required to provide needed reasonable accommodations.

For technical support or questions about Capital One's recruiting process, please send an email to

Capital One does not provide, endorse nor guarantee and is not liable for third-party products, services, educational tools or other information available through this site.

Capital One Financial is made up of several different entities. Please note that any position posted in Canada is for Capital One Canada, any position posted in the United Kingdom is for Capital One Europe and any position posted in the Philippines is for Capital One Philippines Service Corp. (COPSSC).

Hiring Process
Career Journey

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  • Step 1 Apply

    It only takes a few minutes to complete our application and assessment.

  • Step 2 Screen and Schedule

    If your application is a good match you’ll hear from one of our recruiters to set up a screening interview.

  • Step 3 Interview(s)

    Now’s your chance to learn about the job, show us who you are, share why you would be a great addition to the team and determine if Capital One is the place for you.

  • Step 4 Decision

    The team will discuss — if it’s a good fit for us and you, we’ll make it official!

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How to Pick the Perfect Career Opportunity

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Our benefits and total compensation package is designed for the whole person. Caring for both you and your family.

  • Healthy Body, Healthy Mind

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