📌 Core Information
🔹 Job Title: Senior Product Marketing Manager (Commercial Manager)
🔹 Company: Tide
🔹 Location: United Kingdom
🔹 Job Type: Full-time
🔹 Category: Financial Services
🔹 Date Posted: July 2, 2025
🔹 Experience Level: 5-10 years
🔹 Remote Status: On-site (Hybrid)
🚀 Job Overview
Key aspects of this role include:
- Owning Tide's paid-plan growth in the UK
- Crafting and executing end-to-end product marketing strategies for Smart, Pro, and Max plans
- Collaborating with cross-functional teams to translate insights into high-impact campaigns and communication assets
- Leveraging analytics, customer research, and competitive analysis to position plans, fuel member adoption, and maximize lifetime value
ASSUMPTION:
This role requires a strong understanding of B2B SaaS and fintech markets, as well as experience in subscription-based or tiered pricing products. The ideal candidate will have a proven track record of successful product marketing campaigns and exceptional project management skills.
📋 Key Responsibilities
✅ Growth Engineering Execution:
- Collaborate with the Product team on product-led initiatives across the member journey to optimize touchpoints and accelerate paid-plan adoption and reduce churn.
✅ Analytics-Driven Insight:
- Analyze member behavior, segment audiences, and measure campaign performance with the support of the BI team.
- Translate data into clear recommendations that shape product positioning and communications.
✅ Product-Led Growth Strategy:
- Define and evolve paid-plan value propositions through market research, competitive benchmarking, and member feedback.
- Build launch playbooks, pricing tests, and A/B experiments to validate hypotheses and drive continuous improvement.
✅ Cross-Functional Leadership:
- Partner with CRM, Sales, and Operations teams to align on priorities, campaign calendars, and go-live readiness.
- Facilitate brainstorms and workshops to surface creative ideas and unblock execution.
✅ Continuous Refinement:
- Establish feedback loops, post-launch analyses, and learn-and-share sessions to capture key learnings and feed them directly into the next wave of paid-plan enhancements.
ASSUMPTION:
This role requires strong analytical, project management, and creative collaboration skills. The ideal candidate will be a self-starter with a target-driven mindset, able to work backwards from targets and adapt when priorities shift.
🎯 Required Qualifications
Education:
- Bachelor's degree in Marketing, Business, or a related field (or equivalent experience)
Experience:
- 7+ years of product marketing experience in B2B SaaS, fintech, or adjacent industries, with a focus on subscription-based or tiered pricing products
Required Skills:
- Proven track record of end-to-end product marketing campaigns that delivered measurable business impact
- Strong analytical mindset, able to review and interpret data to develop hypotheses and assumptions
- Exceptional project management skills, able to juggle multiple launches and tactical tests in a fast-moving environment
- Creative collaborator, able to build relationships across teams and navigate ambiguity with confidence
- Self-starter attitude, works backwards from targets, removes blockers proactively, and adapts when priorities shift
- Target-driven mindset, sets and tracks clear KPIs to ensure every initiative meets revenue and growth goals
Preferred Skills:
- Experience with B2B fintech products or services
- Familiarity with CRM, marketing automation, and analytics tools
- Knowledge of the UK small business market
ASSUMPTION:
Candidates with experience in B2B SaaS, fintech, or related industries are strongly encouraged to apply. Familiarity with the UK small business market and relevant tools is a plus but not required.
💰 Compensation & Benefits
Salary Range:
- £70,000 - £90,000 per annum (based on experience and market rates for similar roles in the UK financial services industry)
Benefits:
- Competitive salary
- Share options
- Flexible working options
- 25 days holiday with the option to buy extra days
- 3 days paid volunteering or L&D time off per year
- Sabbatical leave
- Personal L&D budget
- Group Life Insurance, Vitality Health, and Dental Insurance
- Access to a global mental wellbeing platform
- Enhanced family-friendly leave
- Salary Sacrifice benefits like nursery scheme
- Work from home budget
- Team socials - virtual and physical events
- Spacious brand-new office by Old Street station with an all-day snacks bar
ASSUMPTION:
The salary range provided is an estimate based on market research and industry standards for similar roles in the UK financial services industry. The final salary will be determined based on the candidate's experience and qualifications.
📌 Applicant Insights
🔍 Company Context
Industry:
- Tide operates in the competitive financial services industry, focusing on small and medium-sized enterprises (SMEs).
- The company aims to save SMEs time and money by offering business accounts and related banking services, as well as a comprehensive set of connected administrative solutions.
Company Size:
- Tide has over 2,000 employees globally, with offices in central London, Sofia, Hyderabad, Delhi, Berlin, and Belgrade.
- As a mid-sized company, Tide offers a dynamic and collaborative work environment with ample opportunities for growth and development.
Founded:
- Tide was founded in 2015 and has since grown to serve over 1 million small businesses worldwide.
Company Description:
- Tide is transforming the SME banking market with over 1 million members globally across the UK, India, and Germany.
- The company offers business accounts and related banking services, as well as a comprehensive set of highly usable and connected administrative solutions from invoicing to accounting.
- Tide uses advanced technology to make data-driven decisions, helping SMEs save both time and money.
- The company has been recognized as one of CB Insights' global Fintech 250 and Beahurst's The Fintech Top 50 for the UK in 2023.
- Tide has also been certified as a Great Place to Work in 2023 and 2024.
Company Specialties:
- Business banking services
- Accounting and administrative solutions
- Data-driven decision-making
- Small and medium-sized enterprise (SME) focus
Company Website:
https://www.tide.co
ASSUMPTION:
Tide's focus on the SME market and data-driven approach sets it apart from traditional financial institutions. The company's commitment to innovation and growth provides ample opportunities for career development.
📊 Role Analysis
Career Level:
- This role is at the senior manager level, requiring significant experience and expertise in product marketing.
Reporting Structure:
- The Senior Product Marketing Manager reports directly to the Head of Paid Plans and works closely with cross-functional teams, including Product, BI, CRM, Sales, and Operations.
Work Arrangement:
- This role operates on a hybrid work arrangement, with a combination of on-site and remote work.
Growth Opportunities:
- As Tide continues to expand its product offerings and enter new markets, there are ample opportunities for career growth and development within the company.
- The Senior Product Marketing Manager may have the opportunity to lead a team or take on additional responsibilities as the company grows.
ASSUMPTION:
Tide's rapid growth and expansion provide numerous opportunities for career advancement and professional development.
🌍 Location & Work Environment
Office Type:
- Tide's headquarters is located in central London, with additional offices in Sofia, Hyderabad, Delhi, Berlin, and Belgrade.
Office Location(s):
- 1 Appold Street, London, England EC2A 2UT, GB
- Samokov Street, Bulgaria, Sofia 1113, BG
- Hyderabad, IN
- Gurugram, IN
Geographic Context:
- London is a major global financial hub, providing ample opportunities for networking and professional development.
- Sofia, Hyderabad, and Gurugram are strategic locations for Tide's technology and support centers, offering cost-effective solutions for the company's growing needs.
Work Schedule:
- The standard work schedule is Monday to Friday, 9:00 AM to 5:30 PM, with a 30-minute lunch break.
- Tide offers flexible working options, allowing employees to work from home or adjust their hours as needed.
ASSUMPTION:
Tide's global presence and flexible work arrangements provide employees with the opportunity to work in diverse and dynamic environments.
💼 Interview & Application Insights
Typical Process:
1. Online application review
2. Phone or video screen with the HR team
3. In-depth interview with the hiring manager and relevant team members
4. Final interview with the Head of Paid Plans or another senior leader
Key Assessment Areas:
- Product marketing expertise and experience
- Analytical and problem-solving skills
- Collaboration and communication skills
- Cultural fit and alignment with Tide's values
Application Tips:
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role.
- Prepare for behavioral and situational interview questions that focus on your problem-solving skills and experience with product marketing campaigns.
- Research Tide's products, market position, and competition to demonstrate your understanding of the company and the role.
ATS Keywords:
- Product Marketing
- B2B SaaS
- Fintech
- Subscription-Based Products
- Analytics
- Market Research
- Competitive Benchmarking
- Campaign Performance
- Cross-Functional Leadership
- Growth Strategy
- Member Engagement
- Retention Campaigns
ASSUMPTION:
Tide's interview process is designed to assess candidates' technical skills, problem-solving abilities, and cultural fit. Preparation and research are key to success in the application and interview process.
🛠️ Tools & Technologies
- CRM: Salesforce
- Marketing Automation: HubSpot
- Analytics: Google Analytics, Tableau
- Project Management: Asana, Trello
- Collaboration: Slack, Microsoft Office Suite
ASSUMPTION:
Tide uses industry-standard tools and technologies to streamline workflows and facilitate collaboration. Familiarity with these tools is not required but may be beneficial.
👔 Cultural Fit Considerations
Company Values:
- Ambition: We dream big and strive for excellence in everything we do.
- Collaboration: We work together, respect each other, and celebrate our successes.
- Integrity: We act with honesty and transparency in all our interactions.
- Innovation: We embrace change and continuously seek new ways to improve.
- Customer Focus: We put our customers at the heart of everything we do.
Work Style:
- Tide fosters a dynamic and collaborative work environment, with a strong emphasis on teamwork and open communication.
- The company values flexibility, adaptability, and a growth mindset in its employees.
Self-Assessment Questions:
- How do you align with Tide's values, particularly Ambition and Innovation in a product marketing role?
- How comfortable are you working in a fast-paced, dynamic environment with frequent changes and priorities?
- How do you approach collaboration and communication with cross-functional teams, and how do you ensure that your work aligns with the broader company goals?
ASSUMPTION:
Tide's values and work style require candidates who are ambitious, innovative, collaborative, and customer-focused. Strong communication and adaptability skills are essential for success in this role.
⚠️ Potential Challenges
- Role-specific challenges:
- Balancing multiple launches and tactical tests in a fast-moving environment
- Navigating ambiguity and shifting priorities
- Managing stakeholder expectations and aligning on priorities with cross-functional teams
- Company-specific challenges:
- Working in a rapidly growing and evolving organization, with frequent changes and priorities
- Balancing the need for innovation and continuous improvement with the need to maintain stability and consistency in product offerings
- Industry-specific challenges:
- Keeping up with regulatory changes and compliance requirements in the financial services industry
- Competitive pressures and market dynamics in the B2B fintech space
ASSUMPTION:
Tide's fast-paced environment and competitive industry present unique challenges for the Senior Product Marketing Manager. Strong project management, adaptability, and stakeholder management skills are essential for success in this role.
📈 Similar Roles Comparison
- Differences from related positions:
- Focus on paid-plan growth and optimization, rather than new product launches or market expansion
- Greater emphasis on analytics and data-driven decision-making
- More frequent collaboration with cross-functional teams, particularly CRM, Sales, and Operations
- Industry-specific context:
- Tide's focus on small and medium-sized enterprises (SMEs) differentiates it from larger financial institutions and other B2B SaaS companies.
- The competitive B2B fintech landscape requires a strong understanding of market trends, customer needs, and regulatory requirements.
- Career path comparison:
- This role offers a clear path for career progression, with the opportunity to take on additional responsibilities or lead a team as Tide continues to grow.
- The Senior Product Marketing Manager may also have the opportunity to transition into a more strategic or leadership role within the company.
ASSUMPTION:
Tide's focus on the SME market and data-driven approach sets it apart from traditional financial institutions and other B2B SaaS companies. The Senior Product Marketing Manager role offers unique opportunities for career growth and development.
📝 Sample Projects
- Project example 1 (Role-specific): Conduct a comprehensive analysis of Tide's paid-plan offerings to identify opportunities for optimization and growth. Develop and execute a targeted campaign to increase adoption and reduce churn for a specific plan.
- Project example 2 (Industry-specific): Research and analyze market trends in the B2B fintech space to identify emerging opportunities for Tide's paid-plan offerings. Develop a strategic roadmap for expanding Tide's product suite to capitalize on these trends.
- Project example 3 (Company-specific): Collaborate with the Product and BI teams to develop a dashboard that tracks key performance indicators (KPIs) for Tide's paid-plan offerings. Use this dashboard to monitor progress, identify areas for improvement, and inform data-driven decision-making.
ASSUMPTION:
The Senior Product Marketing Manager will have the opportunity to work on a variety of projects that leverage their analytical, strategic, and creative skills. These projects will directly impact Tide's paid-plan offerings and contribute to the company's overall success.
❓ Key Questions to Ask During Interview
- Role-specific questions:
- How does the company support the growth and development of its product marketing team members?
- What are the most significant challenges facing the paid-plan offerings, and how can this role address them?
- How does the company measure the success of its product marketing campaigns, and what KPIs are most important for this role?
- Team-specific questions:
- How does the Paid Plans team collaborate with other departments, and what are the key priorities for this role?
- What are the most pressing needs of the team, and how can this role contribute to addressing them?
- Company-specific questions:
- How does Tide support work-life balance and employee well-being, particularly for employees in hybrid or remote roles?
- What are the most significant opportunities for growth and expansion in the company's paid-plan offerings, and how can this role contribute to capitalizing on them?
- Industry-specific questions:
- How does Tide differentiate itself from competitors in the B2B fintech space, and what are the key challenges facing the industry?
- What are the most important trends and developments in the B2B fintech market, and how can this role help Tide stay ahead of the curve?
ASSUMPTION:
Asking insightful questions during the interview process demonstrates your interest in the role and provides valuable information about the company, team, and industry. Tailor your questions to address your specific concerns and areas of interest.
📝 Next Steps for Applicants
To apply for this position:
- Submit your application through the [link](https://job-boards.greenhouse.io/tide/jobs/6627008003) provided.
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role.
- Prepare for behavioral and situational interview questions that focus on your problem-solving skills and experience with product marketing campaigns.
- Research Tide's products, market position, and competition to demonstrate your understanding of the company and the role.
- Follow up with the hiring manager or HR team after your interview to express your interest in the role and address any remaining questions.
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
