AVP, Go-to-Market & Commercialization

Who We Are

Cross River builds the infrastructure behind the world’s most innovative financial products. Our technology and capital solutions power payments, cards, lending, and digital asset capabilities that move money safely, instantly, and inclusively — trusted by leading fintechs, enterprises, and disruptors across the globe.

Our mission is simple: to build the financial infrastructure that expands access and opportunity for all. Guided by a culture of collaboration, curiosity, and purpose, Cross River has been named one of American Banker’s Best Places to Work in Fintech year after year. Whether you’re designing code, solving regulatory puzzles, or developing strategy, you’ll join a team where innovation and integrity drive everything we do — and where your work helps shape the future of finance.

What We're Looking For

The AVP, Go-to-Market & Commercialization will help shape and execute go-to-market strategies across Fintech Banking, translating business and product priorities into actionable market plans. The role combines market and competitive intelligence, product commercialization, GTM planning and sales enablement to help accelerate adoption and revenue growth.

This individual will work cross-functionally with Product, Marketing, Sales and other partners to bring new capabilities to market, identify and evaluate growth opportunities, and improve the effectiveness of our go-to-market efforts. The ideal candidate combines strategic thinking, strong analytical capabilities and the ability to translate strategy into execution in a complex, fast-moving fintech environment.

Key Responsibilities:

GTM Strategy & Market Intelligence

• Conduct market, customer and competitive analysis to identify growth opportunities, emerging trends, whitespace and potential threats.

• Develop segmentation, ideal customer profile (ICP) and use-case recommendations for priority markets and verticals.

• Help shape go-to-market strategies for priority products, solutions, verticals and growth initiatives.

• Translate market, customer and competitive insights into actionable recommendations for GTM, product and business priorities.

• Develop business cases and strategic analyses to support prioritization and investment decisions.

• Monitor industry trends and evolving customer needs to identify opportunities to strengthen Cross River’s market position.

Product Commercialization

• Develop and drive commercialization plans for new products, capabilities and solutions in partnership with Product, Marketing, Sales and other stakeholders.

• Translate product capabilities into compelling customer use cases, value propositions and market-facing solutions.

• Coordinate launch readiness across key stakeholders, identifying dependencies, risks and gaps that could impact market adoption.

• Partner with Product Marketing to develop positioning, messaging and supporting market-facing materials.

• Support the development of pricing, packaging and business models by bringing market, competitive and customer insights into decision-making.

• Establish launch objectives and track post-launch adoption, performance and field feedback.

Sales Enablement

• Develop repeatable sales plays, customer narratives and engagement strategies for priority segments, use cases and solutions.

• Create playbooks, competitive battlecards, discovery frameworks and other tools that enable effective sales execution.

• Partner with Sales to identify field needs and translate customer and prospect feedback into improvements to GTM approaches.

• Partner with Marketing and Product Marketing on campaigns, content, events and other initiatives supporting priority GTM strategies.

• Develop and deliver training on new solutions, market opportunities, competitive positioning and GTM plays.

• Help ensure client-facing teams have the insights, tools and resources needed to effectively position Cross River’s solutions.

GTM Performance & Optimization

• Establish success measures for priority GTM and commercialization initiatives and monitor adoption, pipeline signals, customer feedback and other indicators of market effectiveness.

• Analyze performance and market feedback to identify opportunities to improve positioning, packaging, sales plays and GTM approaches.

• Establish effective feedback loops across Sales, Product and Marketing to continuously improve GTM execution.

Cross-Functional & Team Leadership

• Drive cross-functional initiatives critical to GTM and commercialization priorities, coordinating stakeholders, milestones, dependencies and decisions across Product, Sales, Marketing, Operations and other functions.

• Manage and develop team member(s), providing clear priorities, coaching, feedback and opportunities for professional growth.

• Build strong relationships across the organization and influence stakeholders to drive alignment and execution.

• Bring structure and clarity to complex, ambiguous initiatives and translate strategic priorities into actionable plans.

Qualifications:

• 8+ years of experience in go-to-market, strategy, commercialization, product strategy, fintech/payments or related roles, preferably within B2B financial services or technology.

• Demonstrated experience developing and executing go-to-market or commercialization plans for complex products, capabilities or solutions.

• Strong understanding of fintech, payments, banking or related financial-services ecosystems.

• Demonstrated ability to synthesize complex market, customer and competitive information into clear strategic recommendations and executable plans.

• Strong analytical and problem-solving skills, including experience developing business cases and evaluating market opportunities.

• Experience partnering effectively across Product, Sales, Marketing and other functions.

• Experience managing and developing talent, along with demonstrated ability to lead cross-functional initiatives and influence stakeholders without direct authority.

• Excellent written and verbal communication skills, with the ability to translate complex concepts into clear, compelling narratives.

• Strong project-management and organizational skills, with the ability to manage multiple priorities in a fast-paced environment.

• Strategic thinker who is equally comfortable moving from analysis and recommendations to hands-on execution.

#LI-KR1 #LI-Hybrid #LI-Onsite

Salary Range: $150,000.00 - $170,000.00

Cross River is an Equal Opportunity Employer. Cross River does not discriminate on the basis of race, religion, color, sex, gender identity, sexual orientation, age, non-disqualifying physical or mental disability, national origin, veteran status or any other basis covered by appropriate law. All employment is decided on the basis of qualifications, merit, and business need.

By submitting your application, you give Cross River permission to email, call, or text you using the contact details provided. We will only contact you with job related information.