Product Marketing Manager - BHFS GTM (FinTech)

Role Description

About Us: At Booking.com, data drives our decisions. Technology is at our core. And innovation is everywhere. But our company is more than datasets, lines of code or A/B tests. We're the thrill of the first night in a new place. The excitement of the next morning. The friends you encounter. The journeys you take. The sights you see. And the memories you make. Through our products, partners and people, we make it easier for everyone to experience the world.

As Product Marketing Manager - BHFS GTM, you will own the narrative, segmentation and end-to-end go-to-market for key BHFS programs - from first invite and KYP form completion, through verification, to activation and adoption of BHFS-powered payment services.

You will partner closely with Product, RegTech, Compliance, Legal, DPE, CS, PS and BHFS stakeholders to:

• Validate product-market fit and partner needs for BHFS onboarding and activation journeys
• Define audience, country and product rollout strategies that support BHFS' growth ambitions (e.g. driving BHFS share of TTV in EEA EUR)
• Build and execute GTM plans that are data-driven, multi-channel and scalable across segments and countries

You will be responsible for making sure partners understand, value and successfully complete BHFS onboarding and activation, and that internal teams are equipped to support them.

Key Job Responsibilities and Duties:

• Own end-to-end GTM for BHFS initiatives
  Define and lead the go-to-market strategy for BHFS onboarding and activation initiatives across SPOs, MPPs, chains and other partner types, from target setting and planning to launch, reporting and retrospectives.
• Partner and market insight

Represent the partner at all times. Use qualitative and quantitative research, experimentation and feedback loops to understand partner needs, barriers and drivers for completing BHFS onboarding and using BHFS-powered payment services.

Narrative, positioning and messaging
Craft clear, compliant and compelling partner narratives and value propositions for BHFS (e.g. why BHFS exists, how it enhances payment security, fraud prevention and regulatory compliance, and what changes for partners).

Segmentation, phasing and country rollout strategy
Define which partners and markets to target when, and with which BHFS flows and incentives (e.g. pilots vs scale cohorts, eligibility criteria, phased rollout plans). Work hand-in-hand with BHFS, Product and DPE on rollout scenarios and GTM plans.

Multi-channel GTM planning and execution
Collaborate with DPE and Marketing to design integrated communication plans across partner channels (e.g. Extranet, Pulse, email, Partner Hub, CS, PS), ensuring the right message reaches the right partners at the right moment in their journey.

Internal enablement and change management
Own internal communication and enablement for BHFS GTM across LPS, CS, PS, Commercial and other stakeholder groups: briefing packs, FAQs, talking points, training materials, webinars and office hours.

Performance measurement and optimization
Define GTM success metrics (e.g. invite → start → completion → verification → activation conversion, drop-off analysis, quality of submissions) and work closely with Analytics and Product teams to monitor impact and iterate GTM and product flows.

Product feedback and roadmap input
Aggregate partner, field and performance insights into structured feedback and recommendations for Product, RegTech and BHFS to improve KYP flows, comms and activation journeys, and to inform future BHFS capabilities (e.g. incentives packages, premium feature gating, etc.).

Qualifications & Skills:

Experience

• 5+ years of experience in product marketing or a closely related role, ideally in FinTech, payments or B2B SaaS, with a strong track record owning end-to-end GTM for scalable products or programs.
• Proven experience working in complex, cross-functional environments and influencing without direct authority.

Skills and competencies

• Strong GTM and positioning skills: able to translate complex regulatory and financial products into simple, differentiated and partner-centric narratives.
• Comfortable with data and experimentation: basic querying / analytics skills, ability to interpret data, build hypotheses, run experiments and translate insights into decisions.
• Excellent stakeholder management: able to work with Product, Tech, Legal, Compliance, Operations, CS, PS and Marketing across multiple levels of seniority.
• Strong communication skills (verbal and written): able to build crisp decks, FAQs, briefs and narratives that are easy to understand and act on.
• Strategic and structured thinker who can connect long-term BHFS program goals with short- and medium-term GTM choices and trade-offs.
• Highly proactive, execution-driven and comfortable operating in ambiguity and evolving environments.

Preferred

• Experience marketing payments, compliance or financial services products in a B2B context (e.g. KYC/KYP, onboarding, verification, payouts, wallets, etc.).
• Experience bringing regulated products to market and working with Legal / Compliance on claims and disclosures.

Benefits & Perks - Global Impact, Personal Relevance:

Booking.com's Total Rewards Philosophy is not only about compensation but also about benefits. We offer a competitive compensation and benefits package, as well unique-to-Booking.com benefits which include:

• Annual paid time off and generous paid leave scheme including: parent, grandparent, bereavement, and care leave
• Hybrid working including flexible working arrangements, and up to 20 days per year working from abroad (home country)
• Industry leading product discounts - up to 1400 per year - for yourself, including automatic Genius Level 3 status and Booking.com wallet credit

Diversity, Equity and Inclusion (DEI) at Booking.com:

Diversity, Equity & Inclusion have been a core part of our company culture since day one. This ongoing journey starts with our very own employees, who represent over 140 nationalities and a wide range of ethnic and social backgrounds, genders and sexual orientations.

Take it from our Chief People Officer, Paulo Pisano: "At Booking.com, the diversity of our people doesn't just build an outstanding workplace, it also creates a better and more inclusive travel experience for everyone. Inclusion is at the heart of everything we do. It's a place where you can make your mark and have a real impact in travel and tech."

We ensure that colleagues with disabilities are provided the adjustments and tools they need to participate in the job application and interview process, to perform crucial job functions, and to receive other benefits and privileges of employment.

Application Process:

• Let's go places together: How we Hire
• This role does not come with relocation assistance.

Booking.com is proud to be an equal opportunity workplace and is an affirmative action employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability, age, or veteran status. We strive to move well beyond traditional equal opportunity and work to create an environment that allows everyone to thrive.

Pre-Employment Screening

If your application is successful, your personal data may be used for a pre-employment screening check by a third party as permitted by applicable law. Depending on the vacancy and applicable law, a pre-employment screening may include employment history, education and other information (such as media information) that may be necessary for determining your qualifications and suitability for the position.

Key Skills

Experience

• 5+ years of experience in product marketing or a closely related role, ideally in FinTech, payments or B2B SaaS, with a strong track record owning end-to-end GTM for scalable products or programs.
• Proven experience working in complex, cross-functional environments and influencing without direct authority.

Skills and competencies

• Strong GTM and positioning skills: able to translate complex regulatory and financial products into simple, differentiated and partner-centric narratives.
• Comfortable with data and experimentation: basic querying / analytics skills, ability to interpret data, build hypotheses, run experiments and translate insights into decisions.
• Excellent stakeholder management: able to work with Product, Tech, Legal, Compliance, Operations, CS, PS and Marketing across multiple levels of seniority.
• Strong communication skills (verbal and written): able to build crisp decks, FAQs, briefs and narratives that are easy to understand and act on.
• Strategic and structured thinker who can connect long-term BHFS program goals with short- and medium-term GTM choices and trade-offs.
• Highly proactive, execution-driven and comfortable operating in ambiguity and evolving environments.

Preferred

• Experience marketing payments, compliance or financial services products in a B2B context (e.g. KYC/KYP, onboarding, verification, payouts, wallets, etc.).
• Experience bringing regulated products to market and working with Legal / Compliance on claims and disclosures.

Pre-Employment Screening

If your application is successful, your personal data may be used for a pre-employment screening check by a third party as permitted by applicable law. Depending on the vacancy and applicable law, a pre-employment screening may include employment history, education and other information (such as media information) that may be necessary for determining your qualifications and suitability for the position.

Client-provided location(s): Amsterdam, Netherlands

Job ID: booking-26818

Employment Type: OTHER

Posted: 2026-01-16T18:36:14