Senior Marketing Manager, FSI

The Senior Marketing Manager for Financial Services & Insurance (FSI) serves as the strategic marketing partner to sales leadership, accountable for driving marketing performance across a highly regulated and complex industry. This role develops and delivers marketing strategies tailored to the dynamics of banking, insurance, capital markets, and FinTech, balancing regulatory requirements with compelling value propositions for compliance-sensitive audiences and long, risk-aware buying cycles. The focus is on enabling balanced growth and deepening customer engagement, building trust and accelerating pipeline creation and progression for both existing customers and new market opportunities.

What You’ll Do

• Partner closely with FSI sales as a trusted marketing advisor, bringing thoughtful insight into sector dynamics, regulation, and customer needs.
• Be accountable for FSI marketing impact, with a clear understanding of pipeline goals, bookings targets, and marketing’s role in revenue growth.
• Develop and deliver a cohesive, compliant FSI marketing strategy aligned to global priorities and adapted to regional and customer realities.
• Develop extensive knowledge of the industry landscape, including market trends, regulatory change, and evolving customer challenges to inform go-to-market strategy.
• Identify and support growth opportunities across priority subsectors such as Banking, Insurance, Wealth/Asset Management, Payments, and FinTech.
• Lead coordinated marketing execution across campaigns, digital programs, ABM, events, and partner initiatives for your specific industry.
• Compose inclusive, compliant messaging and campaigns that resonate with diverse, multi-stakeholder buying groups.
• Foster strong alignment across Sales, BDR, Campaigns, Digital, and Content teams to focus on priority accounts and meaningful customer journeys.
• Lead quarterly and half-year marketing planning for FSI, ensuring alignment with global plays and persona-based campaigns.
• Design and deliver senior-level engagement programs, including executive roundtables, councils, and regulatory-focused discussions.
• Strengthen the company’s credibility and visibility in the FSI market through thought leadership, professional forums, and partner networks.
• Collaborate with Customer Success to build advocacy programs, customer stories, onboarding journeys, and expansion initiatives.
• Track, analyse, report and optimize engagement, pipeline creation, progression, and bookings within the FSI segment.
• Communicate confidently and transparently with senior leaders, using data and storytelling to guide priorities and continuous improvement.

What You Need To Succeed

• Minimum 2 years' experience in B2B marketing in the tech sector.
• Deep expertise in B2B marketing strategy, enterprise demand generation, and ABM—particularly for complex, risk averse buying cycles.
• Demonstrated experience of working with diverse departmental groups to deliver marketing initiatives in a matrix style organisation.
• Proven capacity to collaborate with sales to deliver against pipeline and revenue targets.
• Demonstrated ability to translate regulatory and industry complexity into compelling and trustworthy marketing narratives.
• Data-driven attitude capable of communicating marketing’s business impact in clear, outcome-focused terms.
• Strong analytical skills enabling clear, commercial storytelling through data.
• Creative, disciplined mentality, comfortable navigating ambiguity while maintaining regulatory precision.
• Proven experience marketing to organizations within the finance and insurance industries.
• Executive presence with the ability to influence senior sales leaders, C-suite customers, and cross-functional teams.

Adobe is an equal opportunity employer. We hire dedicated individuals regardless of gender, race, colour, ethnicity or national origin, age, disability, religion, sexual orientation, gender identity or expression, or veteran status. We are committed to creating an inclusive workplace and providing equal opportunity for all.