Job Description
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 gui