Product Marketing Manager, SMB

The Role 

We’re seeking a data-driven and growth-oriented Product Marketing Manager to drive the marketing strategy and execution for SoFi’s Small Business (SMB) lending and banking products, as well as the Lanterncredit.com and SoFi’s SMB marketplace. This is a high-impact, hands-on individual contributor (IC) role. 

In this role, you will be a champion for the small business owner. You will assist in crafting value propositions, provide critical support for GTM initiatives, and help optimize the user journey to drive growth in the SMB segment. This is a cross-functional role that requires a blend of strategic thinking and "roll-up-your-sleeves" execution. You will collaborate closely with Product, Creative, Analytics, and Engineering teams to build the next big pillar for SoFi’s growth. 

Your excellent organizational and project management skills enable you to collaborate cross-functionally, build processes, consistently monitor KPIs, and disseminate insights broadly. 

What you’ll do 

• Strategy & GTM: Contribute to the go-to-market strategy for SMB products, and develop product positioning and messaging frameworks that resonate with small business owners 
• Growth & Acquisition: Support multi-channel acquisition strategies with a growth mindset. Implement channel allocations and creative testing to optimize for conversion and ROI.
• Web & UX Optimization: Support the web page strategy for high-traffic SMB landing pages (organic and acquisition), conducting A/B tests on value props and UX design to improve the conversion funnel. 
• Creative Partnership: Write inspiring creative briefs and partner with our in-house studio to develop compelling campaigns across email, social, paid media, direct mail and in-app channels. 
• Lifecycle & Engagement: Partner with Product and Lifecycle teams to drive product usage and member retention through targeted engagement initiatives  
• Market Intelligence: Contribute to our understanding of the SMB landscape by conducting competitive research and user interviews. Distill actionable insights into the product roadmap and marketing messaging 
• Operational Excellence: Manage the nuts and bolts of marketing execution, including campaign launches, T&Cs, and marketing disclosures 
• Reporting: Regularly monitor and share out KPIs and performance metrics to marketing leadership and cross-functional partners. 

What you’ll need 

• Education: Bachelor’s degree required. 
• Experience: 4+ years of experience in product marketing, growth marketing or similar marketing roles 
• Analytical Rigor: A data-first approach to problem-solving; experience using data to identify funnel drop-offs, validate hypotheses, and measure campaign effectiveness. 
• Full-Stack Execution: Experience combining high-level strategic planning with tactical execution (brief writing, experimentation, and project management).
• Bias for Action: Eagerness to thrive in a fast-paced, self-driven environment where you navigate ambiguity and manage multiple priorities simultaneously. 
• Initiative: Willingness to roll up your sleeves to get things done (even the unglamorous things) 
• Influence: Strong communication skills with a proven ability to lead through influence 
• Strong project management skills with experience working in matrixed organizations. 

Nice to have 

• SMB Empathy: A deep understanding of small business owners' unique financial needs and pain points. 
• Experience working with financial, lending and small business products 
• MBA encouraged to apply.