The position owns market segmentation, Ideal Customer Profile (ICP) development, buyer persona strategy, value proposition creation, competitive positioning, and commercialization planning to ensure Secure Commerce solutions are aligned to the right customers, the right opportunities, and the right growth strategies. Working closely with Product Management, Sales, Strategic Partnerships, Marketing, Customer Experience, and Operations, this role translates product features and capabilities into differentiated market strategies that drive adoption, market penetration, customer value, and revenue growth.