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Manager, Product Marketing

Job ID R71347 Updated date 06/19/2019 Location McLean, Virginia
McLean 2 (19052), United States of America, McLean, Virginia

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 mission 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.

Manager, Product Marketing

Capital One’s Enterprise Digital Product team is focused on building and shipping impactful business to business products that support Capital One’s evolution as a technology company. Enterprise Digital Product Marketing drives segmentation, positioning, messaging and go-to-market (GTM) strategy across a diverse portfolio of digital products – with a keen eye on achieving measurable business outcomes that ladder back to the master brand’s strategic objectives.

We are looking for someone who loves bringing emerging technologies to life in the business world.  Ideally this individual will have experience building and executing B2B and B2C digital marketing strategies from the ground up, combined with strong leadership skills and the ability to drive and motivate a team of stakeholders in collaborating and delivering flawless execution, as well as continual learning and improvement.  


GTM Planning & Execution:  develop and activate integrated marketing plans to achieve aggressive lead generation, adoption, and satisfaction objectives.  Focus on digital marketing initiatives in a “test and learn” environment to scale “winners”.   Partner with product and stakeholder teams to develop and evangelize buyer personas. Plan and execute campaigns against targeted segments that drive business results across the enterprise

Product Roadmap:  partner with product teams to develop, disseminate and attenuate a consolidated roadmap that codifies insights-based strategies for release and feature prioritization across B2C and B2B

Product Positioning:  develop value propositions tailored to specific segments and  audiences - and corresponding messaging strategies that crisply differentiate our products in support of full-funnel activation from awareness to advocacy and all points in between

Research and Insights: establish and nurture learning agenda to rigorously test marketing hypotheses; develop research backlog and manage intent so that buyer personas are built/refined to inform product positioning and messaging. Sponsor, inform and execute various problem discovery and solution validation initiatives, including quantitative surveys, qualitative forums and customer advisory panels

Content Guidance: develop content and tool recommendations that will elevate Capital One and engage buyers to consider, pilot and adopt our B2B and B2C products and services 

Marketing Analytics: stand up, evolve and evangelize a consistent framework for tracking performance of integrated marketing plan components – delivering quantified business value.

Stakeholder Engagement: actively participate in “hub and spoke” integrated teams on behalf of product marketing; represent all Enterprise Digital Products and develop always-on consultancy model with key partners in highly matrixed environment

Ruthless Prioritization: create and obsessively manage marketing backlogs – through the aperture of business value delivery

Rigorous Testing: discover the mix of form and function that results in winning val props and obsessively focus on the “so what” for the business customer

Product Marketing Evangelism: build a trusted network of internal cross-functional partners and serve as ombudsman of the product marketing discipline. Demonstrate how product marketing keeps the organization focused on the right customers and markets – and can serve as the connective tissue that marries elegant product experiences with relevant segmentation, positioning and messaging


  • High level of initiative and ownership, ability to coordinate efforts across diverse functional groups
  • Ability to self-direct and task switch between strategic and tactical initiatives regularly
  • Sophisticated understanding and execution of digital marketing programs, e.g. SEM, display, affiliate
  • Preference to be a member of a lean, nimble team where fast failure, change and evolution is expected and encouraged
  • Preference to work on highly ambiguous projects – 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
  • Exceptional analytical and problem solving skills
  • Succinct, focused written and verbal communication skills
  • High degree of comfort bringing ideas to the table – then quickly build a case for testing and ultimately a recommendation for pursuit, scaling or abandoning
  • 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
  • Focus on laughing often and celebrating wins – both big and small


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 Enterprise Digital Products goals and connect marketing activities

Communication - proficient verbally and in writing as this person will frequently tell the “story” of our products in strategy documents and outward-facing materials. 

Basic Qualifications:

  • Bachelor's Degree or Military Experience
  • At least 4 years of product marketing experience
  • At least 2 years of digital marketing experience
  • At least 2 years of experience in a large (at least 5,000 employees) matrixed organization and a start-up organization

Preferred Qualifications:

  • Master’s Degree
  • Pragmatic Marketing Product Marketing Certification
  • Experience with SaaS business model from a Marketing and Sales perspective, i.e. MQL/SAL
  • Demonstrated success in defining and launching insights-driven integrated marketing plans and val props in support of digital products
  • Use of marketing automation and sales pipeline tools to track contribution to overall business success

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.

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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).