Product Marketing Lead (Commercial)- Paid Plans

ABOUT TIDE

At Tide, we are building a business management platform designed to save small businesses time and money. We provide our members with business accounts and related banking services, but also a comprehensive set of connected administrative solutions from invoicing to accounting.

Launched in 2017, Tide is now used by over 1 million small businesses across the world and is available to UK, Indian and German SMEs. Headquartered in central London, with offices in Sofia, Hyderabad, Delhi, Berlin and Belgrade, Tide employs over 2,000 employees.

Tide is rapidly growing, expanding into new products and markets and always looking for passionate and driven people. Join us in our mission to empower small businesses and help them save time and money.

ABOUT THE TEAM

The Paid Plans team is responsible for Tide’s core Business Account offerings (Smart, Pro, and Max) in the UK market. We work closely with Product, BI, CRM, Sales, and Operations teams to translate member and market insights into appealing product enhancements, effective positioning, go-to-market strategies, and campaigns that enhance engagement and retention. We also develop and lead the GTMs for marketing Boosts, offering Tide members enhanced opportunities to save time and money. As a high-impact team, we move quickly from ideation to execution, learning and iterating throughout the process.

ABOUT THE ROLE

We’re looking for an exceptional Commercial Lead / Product Marketing Lead to lead Tide’s paid-plan growth in the UK. You will sit at the heart of Tide’s Member Engagement function, and be responsible for collaborating with cross-functional teams to understand performance, uncover opportunities, and work across areas to deliver. In this role, you will also be responsible for owning the full Go-To-Market approach, ensuring that all channels and member touch points are considered. This includes the end-to-end in-app journeys, as well as the full suite of CRM channels. You’ll need to partner super effectively with both product and marketing teams to make this happen – excellent organisation and communication skills essential.

Some of the things you’ll be doing:

• Revenue Ownership & Forecasting: Partner closely with Finance and key stakeholders to set, track, and refine financial projections for membership plans, ensuring revenue accountability and proactive identification of risks and opportunities.
• Analytics-Driven Insight: with the support of the BI team you will analyse member behaviour, segment audiences, and measure campaign performance. You will then translate this data into clear recommendations that shape product positioning and communications.
• Product Development: Leveraging the commercial and analytics insights, you will partner with the Product teams to address areas of opportunity. This will include shaping product positioning, aligning on roadmaps and supporting successful product launches with tailored GTM strategies.
• Go-To-Market Strategy: You’ll lead Go-To-Markets across channels, partnering with excellent sales, operations and CRM marketing teams to deliver best-in-class marketing. You’ll facilitate brainstorm sessions / workshops to surface creative ideas and implementation plans.
• Stakeholder Management: As you’ll be working in a highly collaborative way, it will be key to communicate regularly with a wide range of stakeholders. This will include Tide’s Senior Leadership Team.
• Market & Competitor Intelligence: Lead ongoing market research and competitive analysis to monitor trends, and benchmark to translate it into actionable strategies that strengthen and differentiate Tide’s positioning and value proposition.

WHAT WE ARE LOOKING FOR

• 7+ years’ product marketing experience in B2B SaaS, fintech or adjacent industries—ideally with subscription-based or tiered pricing products.
• Strong commercial acumen: Proven experience in driving commercial impact, partnering with finance to understand performance and identify opportunities to improve. Able to set and track clear KPIs across all initiatives to meet revenue goals.
• Strong analytical mindset: Able to review and interpret data to develop hypotheses and assumptions, turning insights into clear, actionable plans.
• Proven track record of successful Go-To-Market – delivering holistic, high impact omni-channel campaigns (across sales, CRM marketing, in-app contact points)
• Exceptional project management skills, able to juggle multiple launches and tactical tests in a fast-moving environment.
• Creative collaborator: Builds relationships across teams, crafts compelling messaging and navigates ambiguity with confidence.
• Self-starter attitude: Works backwards from targets, removes blockers proactively and adapts when priorities shift.

WHAT YOU’LL GET IN RETURN

• 25 days of paid annual leave
• 3 additional days for volunteering or L&D
• Share options
• Employer pension contribution
• Extended parental leave
• Mental health support via Plumm
• One-off home office setup budget
• Global remote work – up to 90 days per country outside the UK
• Team socials and offsites
• Sabbatical leave options
• Option to keep your work device permanently (eligibility applies)

TIDEAN WAYS OF WORKING

At Tide, we champion a flexible workplace model thatsupports both in-person and remote work to cater to the specific needs of our different teams.

While remote work is supported, we believe in the power of face-to-face interactions to foster team spirit and collaboration. Our offices are designed as hubs for innovation and team-building, where we encourage regular in-person gatherings to foster a strong sense of community.

TIDE IS A PLACE FOR EVERYONE

At Tide, we believe that we can only succeed if we let our differences enrich our culture. Our Tideans come from a variety of backgrounds and experience levels. We consider everyone irrespective of their ethnicity, religion, sexual orientation, gender identity, family or parental status, national origin, veteran, neurodiversity or differently-abled status. We celebrate diversity in our workforce as a cornerstone of our success. Our commitment to a broad spectrum of ideas and backgrounds is what enables us to build products that resonate with our members’ diverse needs and lives.

We are One Team and foster a transparent and inclusive environment, where everyone’s voice is heard.

We thrive on diversity, embracing various backgrounds and experiences. We welcome all individuals regardless of ethnicity, religion, sexual orientation, gender identity, or disability. Our inclusive culture is key to our success, helping us build products that meet our members\’ diverse needs. We are One Team, committed to transparency and ensuring everyone’s voice is heard.

Disclaimer

It has come to our attention that individuals or agencies are falsely claiming to represent Tide and are reaching out to candidates regarding job opportunities. Please be aware that:

• Tide does not charge any fees at any stage of the recruitment process.
• All official Tide job opportunities are listed exclusively on our Careers Page and applications should be submitted through this channel.
• Communication from Tide will only come from an official @tide.co email address.
• Tide does not work with agencies or recruiters without prior formal engagement, and we do not authorize third parties to make job offers on our behalf.

If you are contacted by anyone misrepresenting Tide or requesting payment, please treat it as fraudulent and report it to us immediately at talent@tide.co. Your safety and trust are important to us, and we are committed to ensuring a fair and transparent recruitment process.

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