Eric Capehart

Overview

Summary

I'm a marketing leader with 11+ years across financial services and B2B SaaS, working in go-to-market, lifecycle marketing, sales enablement, and product marketing — backed by the systems and AI-assisted workflows that let a lean team execute at scale. I've led teams of up to five and partnered closely with Product, Sales, Legal, and executive leadership along the way. The through-line in all of it: figure out what the audience actually defines as success, then build the positioning and programs that point the brand toward getting them there — judged by real business outcomes, not metrics that just look good in a slide.

Career History

Experience

Click any role to see the full scope of the work.

NAF

Senior Director, Product Marketing

New American Funding · 2025 – 2026

Drove how innovation is positioned across a growing ecosystem of technology, partnerships, and loan products.

Led end-to-end GTM strategy for consumer loan products and proprietary technology platforms, managing positioning, audience development, and distribution across multiple product lines. Managed five direct reports, hired one team member, and coached a product marketer into a full PMM role, reporting to the CMO and later the President.
Launched NAF Link, a native point-of-sale and consumer interface for 4,500+ Loan Officers, running Sales enablement sessions and shaping messaging around how Loan Officers use the product day to day.
Partnered with Product and vendor partners to build the GTM playbook for NAF AI, a white-labeled Google Gemini platform, from audience identification through company-wide adoption, and used NAF AI and Writer AI to standardize product marketing language.
Led product marketing for NAF Insurance and the NAF Concierge partnership with American Residential Warranty, covering cross-sell campaigns, Loan Officer enablement, and partner and carrier marketing, including drafting partnership agreements and joint marketing with Strategic Partnerships.

WK

Associate Director, Market Strategy

Wolters Kluwer Financial Services · 2023 – 2025

Led go-to-market strategies for digital lending SaaS, including eClosing and workflow efficiency products.

Defined and executed GTM strategies for digital lending SaaS products, running A/B messaging experiments and using behavioral analytics to identify the highest-converting value propositions. Led programs from strategy through post-launch analysis and presented regular business recaps to executive leadership.
Positioned ComplianceOne Plus (loan origination) and SmartSign Plus (eSign) for Compliance, Capital Markets, and Operations buyers, building competitive battlecards, running launch enablement, and producing a SmartSign Plus demo video and call scripts. Supported sales to banks, credit unions, and lenders across mortgage, auto, and equipment finance, at times presenting directly to customers.
Formed and ran Voice of Customer processes, customer panels, and win/loss interviews that shaped product roadmaps, messaging, and early-adopter pricing; owned pricing strategy for the e-asset solution's pilot launch and built an ROI calculator with Product and Development.
Drove awareness and adoption of e-asset management through open industry webinars, tradeshow demos, and published thought leadership, while managing ARR for contract renewals and supporting partner and reseller sales strategy.

S1

Director of Product Strategy

Synergy One Lending · 2021 – 2023

Led implementation and marketing strategy for technology product roadmaps across the customer lifecycle.

Launched multi-channel GTM campaigns for a digital HELOC, generating $15M in loan volume in six months by identifying high-fit audiences and building positioning grounded in qualitative research and behavioral data.
Owned enterprise CRM platform strategy and rollout across Sales, Marketing, Operations, and IT, developing scalable email, SMS, and sales enablement playbooks that supported lead generation, activation, and lifecycle conversion across the mortgage funnel.
Managed two direct reports and led Field Marketing's outreach programs, with Field Marketing reporting up through the role; supported events and PR and rolled out playbooks across many loan officers. Reported to the CMO, later the CEO.
Brought automated employment, income, and asset verification to market within the digital loan application workflow, and launched S1 FinFit with Sales enablement sessions, a launch video, and email content written personally after vendor-provided creative underperformed.

AM

Senior Manager, Marketing Systems and Support

Academy Mortgage Corporation · 2015 – 2021

Oversaw a team driving brand identity, lead management, and platform integrations for sales workflows and campaigns.

Built and led a marketing team from zero to five direct reports (two Marketing Support Specialists, a Marketing Onboarding Specialist, a CRM Admin/Strategist, and a Partnerships Marketing Specialist), hiring team members and managing campaign intake and prioritization. Reported to the Director of Marketing, later the VP of Sales Support.
Led marketing operations for hundreds of loan officers and referral partners, owning enterprise CRM platform strategy, roadmap, and data governance, and overseeing CRM and SaaS platform integrations.
Built behavior-driven lifecycle campaigns, SMS programs, and lead capture and conversion programs tied to home purchase milestones, with customer journey maps and playbooks rolled out across many loan officers.
Enabled the field through training materials, SOPs, and regular webinars and demos, while supporting events, tradeshows, conference sponsorships, and PR, and producing organic social and on-camera video content with Adobe Creative Cloud.

Credentials

Education

MBA

Western Governors University

2021

BIS, Business Administration

Northern Arizona University

2018

Keeping Current

Certifications

AI Product Marketing Expert Certification

Issued by Pragmatic Institute

Pendo x Mind the Product Discovery Certified badge

Product Discovery Certification

Issued by Pendo

AI Certified in Financial Services by Upstart badge

AI in Financial Services Professional Certification

Issued by Upstart

Capabilities

Skills & Tools

Core skills on the left, the platforms I use to apply them on the right.

Product Marketing & GTM

Positioning & Messaging

Lifecycle & CRM Marketing

Sales Enablement

Marketing Operations

Pricing & Competitive Intel

AI & Automation

Team Leadership

AI & Productivity

Claude ChatGPT Writer AI Gemini (Enterprise)

CRM & Analytics

Salesforce Domo Total Expert Big Purple Dot Surefire Power BI Tableau

Project & Workflow

Smartsheet Asana Wrike Power Automate Zapier Microsoft Planner Postman

Creative

Adobe Creative Cloud Affinity Final Cut Pro Pro Tools Fender Studio