Director of Product Marketing, PALS

Overview SoFi is a next-generation financial services company leveraging innovative, mobile-first technology. We’re a national bank helping millions reach their goals with a direct impact on people’s lives. Join us to invest in yourself, your career, and the financial world.

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Job Summary At SoFi, Product Marketers are the CMOs of their products, with end-to-end accountability for both strategy and execution. We’re seeking an experienced Product Marketing Director to manage customer acquisition, go-to-market and engagement marketing strategies for three emerging SoFi businesses : Protect (insurance offerings); AtWork (B2B enterprise); Lantern (affiliate marketplace for testing new product categories); and Small Business Lending & Banking. Collectively, these are called the “PALS” businesses. You will work closely with the business unit leader and product leader who oversee these businesses. This is a high-visibility, high-impact role as these businesses are rapidly growing and drive SoFi’s mission to help people achieve financial independence. You’ll build differentiated, defensible positioning and craft strategies to communicate them effectively. You’ll partner with our brand, creative, and performance marketing teams to bring these narratives to life in-market and accelerate member growth. This is a highly cross-functional role across Marketing and the business units, including product management, engineering, design, operations, data science, finance and compliance.

Essential Functions & Responsibilities

Set the marketing vision, strategy and OKRs for Insights and collaborate with marketing channel partners (Paid Digital, LCM, Brand); help execute those goals.

Own targets for customer acquisition, engagement and monetization for Insights.

Manage marketing budgets with channel owners and Finance; communicate pacing, CAC and LTV / CAC analyses; make channel allocation recommendations.

Work with marketing channel owners (SEM, SEO, Social, Web, TV, Digital, OOH, Partnerships, LCM Direct Mail, etc.) and in-house creative to optimize channel mix and deliver campaigns that boost awareness and acquisition for Insights.

Collaborate with LCM to create new customer touchpoints from acquisition to nurture and surface the right content across channels.

Define target member and market, including customer journey and personas / segments, based on insights.

Iterate on product positioning, value propositions, messaging, differentiation, and go-to-market strategy to scale the Insights business.

Conduct research to identify actionable consumer insights and shape the customer journey for Insights.

Work with Product Management to create a seamless experience, remove friction, boost conversion, and identify opportunities to offer Insights to the current SoFi member base.

Monitor market context, including shifts, competitive threats, and external factors.

Qualifications

8+ years in marketing with relevant consumer product marketing or brand management experience and quantifiable revenue responsibility.

Strategic thinking paired with tactical execution to drive acquisition and engagement through diverse channels in a holistic GTM plan.

Proven growth track record in budgeting and program development for efficient growth.

Experience with customer research (quantitative and qualitative) and translating insights into actionable strategies.

Data-driven mindset; ability to leverage analytics to drive strategy, execution and optimization.

Excellent storytelling to craft compelling narratives that drive action.

Self-starter with the ability to work in a fast-paced environment.

Strong problem-solving flexibility; finance understanding sufficient for personal finance context.

Bachelor’s degree required; MBA encouraged to apply.

Compensation & Benefits The base pay range for this role is $160,000.00 to $275,000.00, with final offer based on experience, skills and location. This role is eligible for a bonus, long-term incentives, and comprehensive benefits. Pay range and benefits are described further on our Benefits page.

Pay range : $160,000.00 - $275,000.00

Payment frequency : Annual

SoFi is an equal employment opportunity employer. We provide accommodations to candidates with disabilities upon request. See our EEO statements and privacy policies for more information.

Compliance & Additional Information Internal applicants should apply via the Internal Job Board. SoFi reserves the right to modify or discontinue products and benefits at any time. Rates and terms may vary by state and are subject to change without notice. SoFi does not guarantee loans or rates; approvals depend on underwriting and other factors. Privacy and data usage information is available in our Privacy Policy. For accessibility accommodations, contact accommodations@sofi.com.

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