Principal Product Marketing Manager, SoFi
SoFi Plus
$128-220k
+ Eligible for a bonus & long term incentives
Mobile & online personal finance services
Posted today
Mobile & online personal finance services
1001+ employees
Posted today
$128-220k
+ Eligible for a bonus & long term incentives
1001+ employees
Company mission
To help people reach financial independence to realize their ambitions.
Role
Who you are
- 8+ years of relevant marketing experience, preferably in consumer product marketing or growth marketing with revenue responsibility
- Proven expertise in fintech, banking, or subscription-based services with a deep understanding of customer acquisition and engagement strategies
- Strategic thinker with a bias for execution— able to craft high-level strategy while rolling up sleeves to execute
- Experience with customer research and insights—translating data into actionable marketing strategies
- Strong analytical mindset, comfortable with data-driven decision-making
- Excellent storytelling skills—able to craft compelling narratives that drive action
- Cross-functional leadership experience—comfortable working with diverse teams across product, marketing, finance, and other business units
- Bachelor’s degree required; Master’s degree in Marketing, Business, or a related field is a plus
What the job involves
- We’re looking for an experienced and strategic Principal Product Marketing Manager to own the positioning, messaging, and go-to-market strategy for SoFi Plus, our premium membership offering. In this role, you’ll craft and execute marketing strategies that drive adoption, engagement, and retention of SoFi Plus, ensuring our members recognize and experience its full value
- You will leverage deep customer and market insights to create compelling narratives that differentiate SoFi Plus and drive growth. This is a highly cross-functional role that requires collaboration across marketing, product, finance, and data teams to deliver breakthrough campaigns and optimize the customer experience
- Define & Evolve SoFi Plus Positioning & Value Proposition: Develop and refine the positioning, messaging, and competitive differentiation of SoFi Plus to maximize its appeal and adoption
- Lead the Go-to-Market Strategy: Partner with product, marketing, and creative teams to launch and scale SoFi Plus, ensuring our members understand the benefits of the program
- Drive Customer Acquisition & Retention: Work closely with channel marketing teams to develop integrated campaigns that increase SoFi Plus enrollment and engagement
- Conduct Member & Market Research: Lead quantitative and qualitative research to uncover customer needs, motivations, and barriers to adoption. Translate these insights into marketing strategies
- Optimize the Member Journey: Collaborate with Product and Growth teams to remove friction points, improve conversion, and create a seamless experience across the SoFi ecosystem
- Measure & Report Impact: Define and track key performance metrics, ensuring marketing efforts are driving measurable impact on adoption, engagement, and retention
- Stay Ahead of Market Trends: Monitor the competitive landscape and industry trends, leveraging insights to continually refine our strategy
Our take
SoFi started by offering ways for students to secure better financial terms on their loans, and now offers a huge range of personal finance products, including bank accounts, loans, mortgages, investment advice, and investment opportunities. Many customers find they have to go to multiple financial service providers to meet all their finance needs, but SoFi overcomes this issue by putting it all in one place.
Its goal, to cover all the financial bases, sets them apart from many of the traditional banks and even some of their digital competitors, such as Avant, which has chosen to focus on providing credit alternatives. Although it is operating in a competitive market with a lot of big players such as Monzo, Revolut, and Starling, the company has managed to raise huge amounts of funding to support its rapid expansion.
SoFi has focussed on global expansion, moving outside the US, and has made a series of acquisitions to support this - including a Hong Kong-based investment app called 8 Securities. After going public on the New York Stock Exchange via a SPAC merger in June 2021, the company has continued to evolve and release more mission-oriented services into its roster, and strengthened its lending capabilities through a $350 million post-IPO loan. To date, the company has sold over $15 billion in personal loan collateral and continues to strengthen its offering.
Kirsty
Company Specialist at Welcome to the Jungle
Insights
7% employee growth in 12 months
Company
Funding (last 2 of 9 rounds)
Jan 2021
$369.9m
LATE VC
May 2019
$500m
GROWTH EQUITY VC
Total funding: $2.7bn
Company benefits
- Comprehensive health, vision, dental, life insurance, and disability benefits
- Generous vacation and holidays
- Paid parental leave for eligible employees
- 401(k) and education on retirement planning
- Tuition reimbursement on approved programs, up to $5,250 per year
- Monthly contribution up to $200 to help you pay off your student loans
- Great health & well-being benefits including: telehealth parental support, subsidized gym program
- Flexible time off
- Fertility and family planning options
- Free financial classes
Company values
- Put our member's interests first – if we take care of our members' interests, it will best serve our interests.
- Run after problems – we must build a culture of people who run after problems in order to ensure we execute with excellence and “things” do not fall through the cracks.
- Embrace diversity, everyone should feel welcome, included and able to contribute – diversity is a differentiator and our team should reflect society. We should continue to encourage and celebrate diversity.
- Get to the truth and make principle-based decisions – we can only make the best decisions if we have the right data, all of the perspectives, and if we align on the guiding principles.
- Make your footprint bigger than your foot – selfless acts are critical to elevate beyond the impact of our collective individual efforts.
- Do the right thing, if you're not sure, do the harder thing – our business is built on trust and integrity, which requires both adhering to the letter of the law and regulations and doing the right thing for the company and our members..
- Set ambitious goals, be gritty, be accountable - we must hold ourselves and others accountable for delivering our business objectives, for our culture, and for our member.
- Take care of other people and help them grow - our people are our greatest differentiator, if we take care of our people, they will take care of our members.
- Iterate, learn, innovate - we are all responsible for innovation and we must embrace data-driven decisions.
- Be SoFi missionaries - our products, our services, our brand, and our business must be durable over the long term to achieve our mission—be a missionary.
- Don’t forget to smile - our ambition is contagious: it makes us smile to see people inside and outside of SoFi succeed.
Company HQ
The East Cut, San Francisco, CA
Articles
Leadership
Anthony Noto
(CEO)Graduated from the U.S. Military Academy after being a telecommunications officer and captain in the U.S. Army. Has worked as Head of Gobal Telecommunications, Media and Technology at Goldman Sachs, been the COO of Twitter, and also the CFO of the National Football League.
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