Are you passionate about fintech and eager to take on a new challenge? We are on the lookout for a highly skilled and experienced Product Marketer to join our dynamic team at Flow, a leading fintech startup. This role is a perfect fit for someone who is keen on combining cutting-edge technology with a mission to improve financial well-being.

At Flow, we're looking for a Product Marketer who translates our FlowOS modules (banking, money automation, expenses, lending, PSD2 top-ups, and new financial workflows) into adoptable, revenue-driving propositions.

You'll define:

• Why a module matters

• Who it's relevant for

• How customers discover, activate, and continue using the module – both in-product and through our marketing and sales channels

You'll be the link between Product, Marketing, and Sales/CSM, operating across Flow and SnelStart. You'll own positioning, go-to-market, in-product activation, and sales enablement.

“This isn't a traditional brand or PR role. Your work centers on usage, activation, and attach rate”

What you'll work on:

Products

• FlowOS modules: banking, money automation, expenses, lending, PSD2 top-ups, future financial workflows

Channels

• Lifecycle & nurture campaigns

• In-product (SnelStart UI, flows, notifications)

• Sales & CSM enablement

• Accountant and bookkeeper channels

• Partner and B2B2C distribution

• Campaigns together with SnelStart marketing and agencies

Target audiences

• SME customers

• Accountants / bookkeepers

• Internal sales and CSM teams

• B2B2C and platform partners

What you'll do:

Positioning & messaging

• Sharpen value propositions per module × persona

• Translate features into concrete customer benefits and outcomes

• Develop narrative, proof points, and tone of voice

• Clarify when and where the value "clicks" for the user

Go-to-market & launches

• Shape GTM strategy per module (from pilot to mature phase)

• Create launch plans (segmentation, timing, channel mix)

• Connect teams across Product, Design, Engineering, Sales/CSM, and marketing

• Ensure launches lead to sustainable adoption, not just "hype"

In-product marketing & activation

• Determine where, when, and to whom in-product messaging is shown

• Design onboarding and activation flows toward a clear first value moment

• Experiment with messaging, segmentation, and frequency

• Drive metrics and learnings together with Product & Data

Sales & partner enablement

• Develop decks, demo scripts, one-pagers, battlecards, and FAQs

• Sharpen the "why now" story

• Help sales and later partner teams actively sell FlowOS

• Ensure enablement materials are actually used

Customer & market insight

• Orchestrate SnelStart marketing & agencies

• Conduct customer interviews, win/loss analyses, and usage analyses

• Track alternatives and competitors

• Translate voice-of-customer into concrete input for product decisions

• Brief and prioritize SnelStart marketers per module

• Define campaign concepts, calendars, and standards

• Manage agencies (creative, performance, content) on clear KPIs

How you'll work:

• You function as a bridge: PM determines what we build, you determine why it matters and how it gets adopted

• You start from use cases and problems of SMEs and accountants

• You think in lifecycle: launch is the beginning, not the end

• You drive influence without formal hierarchy: through clarity, structure, and measurable results

What success looks like for you:

• More customers reach the first value moment per module

• Higher adoption and attach rates per segment

• Stronger engagement and less feature churn

• Better funnels from exposure to retention

• Higher win rate, shorter sales cycles, and higher attach in sales

• Active use of enablement materials by sales, accountants, and partners

What we're looking for:

• Senior Product Marketing experience in B2B SaaS / fintech / payments / open banking

• Proven experience with in-product activation and GTM (not just external campaigns)

• Strong track record in sales enablement

• Comfortable operating without formal authority in a multi-stakeholder environment

• Analytically sharp, data-informed decision maker with strong copy and narrative skills

• Fluent in Dutch and professional English

First 6–8 weeks

In your first weeks, we don't expect perfect deliverables, but tangible versions of:

• Messaging house v1 + persona and use case library

• GTM & launch playbook v1, including execution of at least one module launch

• Sales enablement kit v1 (deck, demo, battlecards, FAQ)

• In-product activation plan v1 (surfaces, flows, metrics)

• Campaign brief and first orchestration toward agency