Product Marketing Manager

ABOUT BASELAYER
Every business in America needs a bank account to exist. The system that decides whether they're real, who's behind them, and whether they're a risk, runs on infrastructure from the 1980s. We're rebuilding that layer from scratch.
Baselayer is the identity layer for institutions across the United States: the most complete business graph in America and every human tied to it. We fuse public records, IRS data, sanctions lists, web signals, and fraud telemetry from 2,200+ financial institutions into a single graph that resolves any business and the humans behind it in milliseconds. The legacy credit bureaus took 50 years to build something that gets 60% match rates. We've built something that gets 98% in under two years.
Today we're trusted by over 20% of financial institutions in America including FIS, Rho, Socure and top five US banks. But the graph is becoming infrastructure for anyone who needs to know if a business is real and worth trusting: gig platforms, marketplaces, AI companies, and commerce infrastructure at scale.
Trust is the substrate of every financial transaction. We're rebuilding it.
ABOUT THE TEAM
AI agents are starting to transact: opening accounts, buying services, moving money on behalf of the businesses and people behind them. Every one of those transactions has a counterparty asking the question banks have always asked: who am I dealing with, and can I trust them? Today's identity infrastructure wasn't built to answer it at agent speed.
The Agentic Economy team is extending Baselayer's business graph into the trust layer for agentic commerce: verifiable credentials that bind an agent to the verified business and human behind it, a registry counterparties can query in real time, and verification APIs that plug into the networks, platforms, and protocols where agent transactions happen.
We run like a startup inside a startup: a small senior team led by our GM of Agentic Economy, working directly with payment networks, banks, wallet providers, and agent platforms. The category is being defined right now; the standards, seats, and infrastructure decisions of the next 18 months will be consequential for a decade.
ABOUT THE ROLE
We’re hiring our first Sr. Product Marketing Manager to own how Baselayer is positioned, packaged, and explained to the market. You’ll sit at the center of Product, Sales, and Marketing, translating a technically deep risk platform into a story that a Chief Risk Officer, a BSA/AML lead, and a fintech founder each understand immediately. This is a builder’s seat, not a maintenance one: there’s no messaging framework to inherit and no launch process to follow.
You’ll write the positioning, build the sales narrative, run the launches, and prove what’s working. You’ll partner closely with the founders, sales, and product to turn a differentiated platform into a category-defining story, and your words will show up in every deal cycle and every product release.
WHAT YOU'LL DO
Own positioning and messaging for the Baselayer platform and its individual products, grounded in real customer research rather than internal opinion
Build the sales narrative end to end, including pitch decks, one-pagers, battlecards, objection handling, and ROI framing that AEs actually use
Lead go-to-market for product launches: define the audience, set the launch tier, coordinate Product, Sales, and Design, and own the outcome after ship
Run competitive and market intelligence across the KYB, fraud, and onboarding landscape, and turn it into guidance the team can act on
Partner with Sales to diagnose where deals stall, then build the content and enablement that unsticks them
Interview customers and prospects regularly, and bring what you learn back into product strategy and roadmap conversations
Drive pricing and packaging work alongside Product and Sales leadership as we expand the platform
Write the substantive content that earns credibility with a risk and compliance audience: case studies, benchmark reports, webinars, and thought leadership
Define what success looks like for your work and report on it honestly, including pipeline influenced, win rate, and launch adoption
MINIMUM REQUIREMENTS
5+ years of product marketing experience at a B2B software company, including time at a startup or early-stage team
A track record of owning positioning and messaging for a technical product, not just executing campaigns someone else scoped
Excellent writing, with the ability to take a dense technical capability and make it sharp, specific, and free of buzzwords
Experience running product launches from strategy through post-launch measurement
Comfort working directly with sales teams and sitting in on customer calls
Strong judgment about what to prioritize when everything is unbuilt and there’s no playbook
Comfort operating in ambiguity, with a bias toward shipping over polishing
WHAT SETS YOU APART
Experience marketing to banks, credit unions, fintechs, or other financial institutions
Working knowledge of KYB, KYC, AML, fraud, underwriting, or merchant onboarding
Experience marketing AI or data products to a skeptical, compliance-minded buyer
You’ve been an early marketing hire and built the function from the ground up
Fluency with analytics and CRM data, so you pull your own numbers rather than waiting on someone else
Experience with pricing and packaging decisions across a multi-product platform
You’re proactive, opinionated about craft, and motivated to build something that lasts
WORK LOCATION
Based in New York City; Full-time in office
COMPENSATION
Salary Range: $150,000 – $220,000 + Bonus + Equity
BENEFITS
Time off when you need it: Flexible PTO so you can recharge without red tape
In-person energy: We're based in NYC & SF and meet in the office full-time
Competitive compensation: We pay well and back it with equity. We want you to think and act like an owner
Career rocket fuel: You'll help build the foundation of a high-growth startup, working side by side with experienced founders and team members who've done it before
Benefits on us: We cover 100% of your health, dental, and vision premiums. No surprise deductions from your paycheck
401(k) with company match: We match your contributions so your future self benefits too
HSA contributions included: We contribute to your HSA on applicable plans, so your coverage works as hard as you do
Stay healthy, stay sharp: A $250 monthly gym stipend to help you bring your best self to work, and everywhere else
Lunch on us: Lunch stipend so you can stay fueled and focused without thinking about it
A seat at the table: We believe in transparency, radical candor, and giving every team member a voice 🔥

Skills
CRM, Onboarding

Experience
5+ yrs