Principal Product Manager, MarTech at Primary Residential Mortgage

United States

Position Purpose The Principal Product Manager, MarTech at Primary Residential Mortgage, Inc. is responsible for turning PRMI's marketing technology stack, CRM platforms, and AI capabilities into practical, repeatable engines of growth for PRMI Retail. This strategic individual contributor role bridges marketing operations, product management, AI-powered enablement, and field adoption to help branches expand brand presence, generate more organic business, and maximize the value of tools such as Total Expert, Surefire, and Sociuu. This role is designed for a systems builder rather than a campaign executor: someone who can capture what is working in top-performing divisions, codify it into scalable playbooks and automations, optimize complex MarTech platforms, and build or prototype custom tools using modern AI development platforms. The Principal Product Manager, MarTech partners closely with Product Management, Retail leadership, Marketing, Sales, IT, Operations, division leaders, and branch managers to create durable capabilities that improve lead generation, borrower and referral partner engagement, technology adoption, and long-term competitive advantage. Responsibilities * MarTech Product Strategy & Ownership: Own the strategic optimization and product direction for PRMI's core marketing technology platforms, including Total Expert, Surefire, and Sociuu. Define and communicate a prioritized MarTech roadmap aligned to Retail growth objectives, branch needs, and broader technology strategy. * Marketing Enablement & Playbooks: Audit, capture, and codify successful local marketing efforts from high-performing divisions and branches into repeatable playbooks that can scale across PRMI. Develop practical strategy-in-a-box packages that include messaging, assets, CRM journeys, social content, referral partner engagement tactics, and suggested local activities. * CRM Optimization & Journey Architecture: Design and implement automated borrower and referral partner journeys across key lifecycle stages, including pre-approval, purchase, post-close, retention, and re-engagement. Establish campaign libraries and opt-out programs that allow corporate to support loan officers and branches with scalable, value-driving CRM activity. * AI-Driven Content & Workflow Acceleration: Design and implement AI-assisted workflows to increase the speed, quality, localization, and personalization of social content, email/SMS campaigns, event materials, playbooks, and operational processes. Provide practical templates, prompts, and guardrails that help non-technical users leverage AI safely and effectively. * Product Building & Technology Innovation: Identify opportunities to build proprietary tools and lightweight products that solve specific PRMI challenges, such as content localization systems, AI-assisted content creation tools, branch performance dashboards, CRM integration layers, lead-routing workflows, and nurture capabilities. * Build-vs-Buy Assessment: Evaluate where PRMI should continue relying on vendor platforms, where existing tools can be better leveraged, and where custom AI-assisted solutions could reduce cost, improve speed, or create differentiated capabilities. Prototype targeted solutions where appropriate and make recommendations to leadership. * Organic Lead Generation Support: Partner with branches and corporate stakeholders to design repeatable programs that improve local brand presence and organic lead generation, including local SEO fundamentals, social proof, reviews, community visibility, inbound nurture, and CRM-supported follow-up strategies. * Cross-Functional Leadership & Change Management: Influence stakeholders across Product Management, Retail, Marketing, Sales, IT, Operations, division leadership, and branch teams to adopt new tools, processes, campaigns, and playbooks. Lead change management efforts that turn strategy into measurable business outcomes. * Reporting, Dashboards & ROI Management: Create dashboards and reporting frameworks that provide leadership visibility into MarTech adoption, campaign activity, field usage, lead generation impact, operational efficiency, and ROI. Use performance data and field feedback to refine roadmaps, playbooks, and platform decisions. * Vendor & Stakeholder Management: Manage assigned MarTech vendor relationships, renewal inputs, and value assessments in partnership with leadership and other internal stakeholders. Establish clear feedback loops with field users, power users, and executive sponsors to inform roadmap priorities. * Knowledge Sharing & Training: Document business processes, platform guidance, training materials, playbooks, and operational procedures. Build branch marketing champions and power user programs that help scale knowledge, adoption, and continuous improvement across PRMI. Skills * Product Management Expertise: Strong command of product management practices, including discovery, prioritization, roadmap planning, stakeholder alignment, launch planning, measurement, and continuous improvement. * MarTech & CRM Strategy: Ability to optimize CRM and marketing technology platforms to drive borrower engagement, referral partner engagement, automation, campaign execution, adoption, and measurable business value. * Marketing Operations & Enablement: Skilled in translating successful marketing strategies into repeatable playbooks, training materials, field enablement resources, and scalable operating models. * AI Fluency & Practical Innovation: Hands-on ability to use AI tools, code assistants, content generation tools, workflow automation platforms, and modern development approaches to prototype solutions and accelerate work. * Systems Thinking: Strong ability to design scalable systems, processes, dashboards, automations, and feedback loops rather than relying on one-off campaign execution. * Change Management: Proven ability to drive adoption of new tools and processes across diverse stakeholders, including field teams, branch leaders, operations teams, and executive leadership. * Data & ROI Orientation: Able to define success measures, analyze adoption and performance data, identify ROI opportunities, and translate insights into practical decisions. * Cross-Functional Influence: Strong ability to influence without direct authority, align competing priorities, and build trust across Product Management, Retail, Marketing, Sales, IT, Operations, and branch leadership. * Documentation & Training: Creates clear, practical documentation, playbooks, training materials, process maps, and operating guidance that enable repeatable execution. * Communication: Excellent communication skills across written, verbal, video, in-person, phone, chat, and executive presentation settings. * Vendor & Platform Assessment: Ability to evaluate vendor capabilities, platform gaps, cost/value tradeoffs, integration opportunities, and build-vs-buy decisions. Qualifications * Experience: Must have 7+ years of relevant experience in product management, marketing technology, CRM strategy, marketing operations, digital marketing, business technology, or a closely related field. * Strategic Product Leadership: Must have demonstrated ability to define roadmaps, prioritize initiatives, align stakeholders, and deliver measurable business outcomes through technology-enabled programs. * CRM / MarTech Experience: Must have experience owning, optimizing, administering, or strategically leading CRM or marketing technology platforms. Experience with borrower, customer, or referral partner journeys is strongly preferred. * AI & Automation Experience: Must demonstrate practical experience using AI, automation, workflow tools, or modern development platforms to improve productivity, build prototypes, or solve business problems. * Marketing Enablement Experience: Must have experience translating strategy into practical enablement resources, such as playbooks, templates, campaigns, training, dashboards, or adoption programs. * Analytical Skills: Exceptional analytical, problem-solving, prioritization, and decision-making abilities required. Must be comfortable defining metrics and using data to evaluate performance and guide improvements. * Communication Skills: Excellent written, verbal, interpersonal, and executive communication skills required, with the ability to simplify complex technical, product, and marketing concepts for diverse audiences. * Cross-Functional Leadership: Demonstrated ability to influence and coordinate work across multiple departments, senior leaders, field teams, vendors, and technical partners. * Industry-Specific Experience: Financial services experience is preferred; mortgage lending, distributed retail sales, or branch-based marketing experience is highly preferred. Preferences * Mortgage Expertise: Strong understanding of mortgage origination, loan officer workflows, branch operations, referral partner relationships, borrower communication, or distributed retail mortgage models is preferred. * Platform Experience: Experience with Total Expert, Surefire, Sociuu, Productboard, Microsoft Office, Microsoft Azure DevOps, Tableau, Power BI, or comparable CRM, MarTech, product management, and reporting platforms is preferred. * AI Development Tools: Experience with tools such as Cursor, Claude, ChatGPT, workflow automation platforms, low-code tools, or similar AI-assisted development environments is preferred. * Marketing & Growth Expertise: Experience with local SEO, social media strategy, organic lead generation, customer journey design, referral partner marketing, or lifecycle marketing is preferred. * Education: A bachelor's degree in Business, Marketing, Information Systems, Computer Science, Engineering, or a related field is a plus. Company Conformance Statements In the performance of assigned tasks and duties all employees are expected to conform to the following: * Review and adhere to policies and guidelines contained within the Employee Handbook, including privacy and information security guidelines. * Act within delegated authorities and adheres to applicable policy and procedures associated with such authorities. * Contribute to establishing a respectful workplace where diversity is critical to innovation and growth. * Ensure every action and decision is aligned with PRMI values. * Partner with your management team to understand performance expectations and measurements. Effectively utilize feedback and coaching opportunities while seeking to learn and develop within your role at PRMI. * Realize team synergies through networking and partnerships across PRMI. * Embrace change; act as advocate and role model, promoting an approach of continuous improvement. * Maintain a high standard of customer care while actively listening to customers in an effort to understand their views and needs. Take ownership of problems and issues, taking into consideration the breadth of PRMI competencies in providing solutions. * Work independently while understanding the necessity for communicating and coordinating work efforts with other employees and organizations. * Work effectively as a team contributor on all assignments. * Perform quality work within deadlines. * Respect client and employee privacy. Work Requirements This position is preferred to be an on-site position based at our corporate headquarters in Salt Lake City, Utah. If executive level approval is granted, it may be a remote position. Each employee must be able to communicate clearly and effectively, utilize a computer, maintain a work schedule, and effectively perform in an office setting.  Employment with PRMI requires compliance with and adherence to all applicable mortgage and fair lending laws and regulations as well as PRMI policies. The ability to work extended hours may be required. Nothing in this job description restricts management’s right to assign or reassign duties and responsibilities to this job at any time.