Director of Product Marketing, PALS

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 the customer acquisition, go-to-market and engagement marketing strategies for three emerging SoFi businesses:  Protect (our suite of Insurance offerings); AtWork (our B2B enterprise offering); Lantern (our affiliate marketplace for testing new product categories); and Small Business Lending & Banking.  Collectively, these are called the “PALS” businesses and this person will work closely with the business unit leader and product leader who oversees this collection of businesses. This is a high visibility, high impact role as these PALS businesses are rapidly growing and are key businesses driving SoFi’s mission to help people achieve financial independence by empowering members to borrow, save, spend, invest and protect their money. You’ll build differentiated, defensible positioning for offering and crafting 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, both within our Marketing team and the cross-functional teams of the business units, including business leads, product management, engineering, design, ops, data science, finance and compliance.

Essential Functions & Responsibilities

• Set the marketing vision, strategy and OKRs for Insights and be a thought leader and partner to marketing channel partners (Paid Digital, LCM, Brand) and help execute on those goals.
• Own setting and achieving targets for customer acquisition, engagement and monetization for Insights.
• Effectively manage marketing budgets in partnership with channel owners and Finance. Communicate pacing, CAC and LTV/CAC analysis to leadership and make channel allocation recommendations based on findings.
• Work with marketing channel owners (SEM, SEO, Social, Web, TV, Digital, OOH, Partnerships, LCM Direct Mail, etc) and our in-house creative team to optimize channel mix and deliver breakthrough campaigns that boost awareness and acquisition for Insights.
• Partner closely with LCM to create new customer touchpoints from acquisition to nurture and surface the right content at the right time and in the right channels.
• Define the target member and market (including customer journey and target personas/segments) based on consumer and competitive insights.
• Iterate on product positioning, value propositions, messaging, competitive differentiation, and go-to-market strategy in order to scale the Insights business
• Conduct research to identify actionable consumer insights. Use these insights to create a compelling narrative and shape the customer journey for Insights.
• Work with Product Management to create a seamless experience, removing pain points and boosting conversion. Be your customers’ advocate. Identify opportunities to offer Insights to the current SoFi member base.
• Understand and report on changes to the broader market context including market shifts, competitive threats, and other external factors.

Qualifications

• 8+ years relevant marketing experience, preferably in consumer product marketing or brand management, with quantifiable revenue responsibility
• Strategy and Execution: Combine strategic thinking with tactical execution to drive customer acquisition and engagement through diverse channels in a holistic GTM plan
• Growth: Proven track record of building budgets and programs that support efficient growth
• Customer Research: Conduct quantitative and qualitative customer research and distill it into actionable insights
• Analytics: Use data to drive business strategy, execution, and optimization on a day-to-day basis
• Storytelling: Passion for crafting a compelling story that drives people to action
• Self-starting: Eagerness to roll up your sleeves to get things done (even the unglamourous things)
• Flexibility: Problem-solve in a fast-paced, self-driven environment
• Finance: Healthy understanding of personal finance (but you don’t need to be a banker)
• Bachelor’s degree required, MBA encouraged to apply