Waystone is a leading asset-servicing solutions provider of institutional governance, administration, risk and compliance services to financial institutions. With over 25 years’ experience and a comprehensive range of specialist services to its name, Waystone helps our clients structure, operate and grow through our expertise, innovation and digitisation, backed by the operational scale to support global expansion.
Reporting to the VP Product Marketing, the Product Marketing Director will be an integral part of the team’s success. The role will be responsible for defining Waystone’s go-to-market story in fund administration, associated products and asset class/sector strategies. The role will create compelling positioning, craft persuasive customer sales arguments, and develop a product marketing toolkit that empowers sales teams. The role will also design and execute promotional strategies, content and campaigns that generate new leads, nurture pipeline opportunities, and influence higher win rates in competitive sales processes.
ESSENTIAL DUTIES AND RESPONSIBILITIES
- Market Positioning and Messaging
- Define a clear, differentiated positioning for Waystone’s global fund administration offering, aligned to client needs and country market trends.
- Develop strong value propositions and sales narratives that demonstrate why asset managers should switch and outsource to Waystone.
- Build asset class/strategy propositions, positioning Waystone’s overall/cross-service product suite e.g. real estate, private credit, private equity.
- Sales Enablement and Product Marketing Toolkit
- Build and maintain a toolkit of product marketing assets e.g. pitch decks, battle cards, case studies, FAQs, objection handling.
- Partner with Waystone’s Product and Commercial teams to ensure messaging is consistently and effectively delivered in customer engagements.
- Demand Generation and Promotional Strategy
- Create and execute a promotional strategy to build brand awareness and generate new leads.
- Own the promotional calendar across channels (digital, events, editorial content, partnerships, PR).
- Align with demand generation efforts to ensure messaging consistency and measurable impact on pipeline.
- Content and Editorial
- Develop high-quality thought leadership, insights, and editorial content to build credibility and influence decision-makers.
- Collaborate with subject matter experts and external partners to ensure content reflects Waystone’s expertise and authority.
- Commercial Alignment and Pipeline Influence
- Partner with Commercial sales leaders to design campaigns and nurture activities that accelerate opportunities and improve win rates.
- Monitor market dynamics and competitor positioning, providing intelligence and tools to strengthen Waystone’s competitive edge.
What Success Looks Like
- Clear and differentiated market position for Waystone in fund administration solutions.
- Growth in new quality lead generation and pipeline contribution from marketing.
- Increased competitive win rates through better messaging and enablement.
- Commercial teams consistently using high-quality marketing materials to engage prospects.
- Greater brand visibility and awareness in market through thought leadership and promotional activity.
REQUIREMENTS
To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
Skills and Experience
- Extensive product marketing experience in financial services, fund administration, fintech, SaaS, or B2B professional services.
- Proven ability to create positioning, value propositions, and go-to-market strategies that generate measurable demand.
- Strong experience in sales enablement and close collaboration with commercial teams.
- Exceptional written and verbal communication skills; able to translate complex concepts into compelling stories.
- Experience in building demand generation campaigns and measuring their impact on pipeline.
- Commercially minded, strategic thinker with hands-on execution skills.
Education
- Bachelor’s degree in marketing, business or a related field.
