Financial Product Marketing Specialist

How will this role impact First Command?

First Command was founded in 1958 by a retired military officer who was passionate about helping service members and their families strengthen their financial security. The Wealth Solutions team shares this passion for our mission by leading the financial product solutions and platforms offered through the coaching relationship with our clients.

As part of the enterprise Wealth Solutions team, the Product Marketing Specialist plays a critical role in supporting First Command’s Bank, Insurance, Annuity and Investment product portfolio. This role is responsible for developing and executing proactive product go-to-market strategies that help financial advisors understand, position, and deliver First Command’s financial product solutions to clients.

The specialist collaborates closely with Marketing Campaign teams, Product Directors, Sales, product partners, and other cross-functional teams to ensure financial advisors receive clear, compelling, compliant product messaging and materials. This position serves as the connective tissue between product development and advisor-facing communication—translating product capabilities, enhancements, and insights into effective marketing content and advisor enablement tools.

What will you do in this role?

Key Responsibilities

• Provide strategic direction on product positioning, value proposition, target market, and messaging collaborating with Strategic Marketing campaign teams on the development of marketing materials (fact sheets, product one-pagers, comparison guides, sales presentations, talking points) across banking, insurance/annuity, and investment products, ensuring accuracy, clarity and alignment with product strategy.
• Translate complex product features, regulatory considerations, pricing changes, and value propositions into advisor-friendly language and tools.
• Partner with Product Directors to ensure all messaging aligns with product strategy, competitive positioning, and client needs.
• Support field communications regarding product updates, enhancements, rollouts, and announcements.
• Collaborate with Training, Integrated Sales, and Field Leadership to incorporate product messaging into advisor education, webinars, and workshops.
• Ensure all materials and communications are delivered in clear, consistent, and compliant formats.
• Work with the Strategic Marketing team to develop campaigns that promote product adoption, cross-sell opportunities, and client engagement across the First Command ecosystem.
• Provide input and collaborate with Marketing on shaping content for multi-channel marketing (email, digital, webinars, events, collateral).
• Integrate partner-provided materials, and insights into advisor-facing campaigns to enable sales.
• Partner with Legal, Compliance, Risk, and Supervision to ensure product marketing materials meet all regulatory standards.
• Collaborate with Product Directors and CX/UX teams to incorporate advisor and client feedback into product strategy.
• Coordinate with digital, operations, analytics, and sales teams to support product launches and ongoing lifecycle initiatives.
• Maintain working knowledge of all product offerings across banking, insurance/annuity, and investment platforms.
• Monitor market, competitor, and industry trends to support positioning and thought leadership.
• Assist Product Directors with updating product fact sheets, performance summaries, partner scorecard content, and advisor FAQs.

What Skills and Qualifications do you need?

Required

• Bachelor’s degree in marketing, Communications, Business, Finance, or a related field.
• 3–5 years of experience in product marketing, financial services marketing, product support, or a related role.
• Strong written and verbal communication skills with the ability to simplify complex concepts.
• Demonstrated ability to collaborate with cross‑functional teams in a fast‑moving environment.
• High attention to detail and strong organization/project‑management skills.
• Ability to manage multiple assignments and deadlines simultaneously.
• Exceptional communication, analytical, and stakeholder collaboration and management skills.

Preferred

• Experience supporting marketing or product roles within financial services (banking, insurance, annuities, or investments).
• Familiarity with independent advisor‑based distribution models.
• Knowledge of regulatory considerations in financial product marketing.
• Experience with automation tools, presentation development, and content management systems.
• FINRA licenses helpful but not required.

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