PRODUCT, PROPOSITION & GTM
Taking a Payments Portfolio to Market at Scale
Payzone / Post Office Senior Marketing Manager 2023
A payments portfolio needed clear positioning, partner enablement and coordinated go-to-market activity across multiple propositions.
Go-to-Market · Portfolio Strategy · Partner Marketing · Commercial Growth
- 2,600+
- Payzone Plus rollout scale
- 3%
- Payzone performance above target
- 90.4%
- Post Office Bill Payment above target
01The challenge
Where it started.
Create clearer propositions and commercial marketing activity across a varied portfolio while coordinating internal teams, sales colleagues and external partners.
02What I led
What I led.
Led portfolio marketing and GTM across multiple Payzone and Post Office propositions.
See the GTM in action
A snapshot of the portfolio, campaign, partner and branch activity that supported Payzone’s go-to-market delivery.
The go-to-market approach
One portfolio, five clear moves.
- 01
Prioritise
Focus the portfolio around the propositions with the clearest customer and commercial opportunity.
- 02
Position
Clarify the proposition, audience and value story.
- 03
Enable
Equip partners and commercial teams with the right messaging, tools and materials.
- 04
Launch
Coordinate marketing activity across channels and partners.
- 05
Optimise
Review performance and refine activity based on what is working.
“A good go-to-market plan connects the proposition, the audience and the commercial team.”
Portfolio performance
Each proposition measured on its own terms.
Payzone Plus
2,600+
Rollout scale
- Payzone
- 3%
- Above target
- Post Office Bill Payment
- 90.4%
- Above target
- Payout
- 974.5%
- Above target
These are separate measures for separate propositions. They are not additive and are not directly comparable with each other.
What I led
- Portfolio prioritisation
- Proposition positioning
- Go-to-market planning
- Partner marketing
- Commercial team enablement
- Campaign and channel coordination
- Launch support
- Performance review and optimisation
I led the marketing approach across the portfolio, working alongside product, commercial and partner teams who owned delivery and sales execution.
Partner enablement
Strong go-to-market depends on more than launch communications. It requires the proposition, partner story and commercial execution to reinforce each other.
- Proposition
- Message
- Partner tools
- Commercial enablement
- Market activity
03Impact
What it delivered.
- 2,600+
- Payzone Plus rollout scale
- 3%
- Payzone above target
- 90.4%
- Post Office Bill Payment above target
04What I learned
- What worked
- Clear proposition priorities and strong commercial enablement helped different parts of the portfolio move with greater consistency.
- What I would strengthen
- Build a more standardised measurement framework across every proposition so portfolio performance can be compared more consistently.
- What it reinforced
- Go-to-market works best when positioning, partner activity and commercial teams are aligned before launch.
What people say
“He is an outstanding marketeer, with creative and innovative ideas. He’s clear in his briefs, sets good boundaries, and implements fantastic, results-driven campaigns.”
Next relevant work
LET’S CONNECT
Let’s talk about what I could bring to your team.
I’m currently exploring senior marketing leadership opportunities where marketing has a meaningful role in shaping customer strategy, commercial growth and the wider business.