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Together with our members, we’re changing the way people think about and interact with personal finance.
We’re a next-generation financial services company and national bank using innovative, mobile-first technology to help our millions of members reach their goals. The industry is going through an unprecedented transformation, and we’re at the forefront. We’re proud to come to work every day knowing that what we do has a direct impact on people’s lives, with our core values guiding us every step of the way. Join us to invest in yourself, your career, and the financial world.
The role
We are seeking a high-impact, data-driven Product Marketing Manager to serve as the strategic owner for SoFi’s Home Equity product marketing. You will be accountable for defining the product value proposition, orchestrating comprehensive go-to-market (GTM) strategies, and aggressively driving acquisition and engagement results. This role requires exceptional ownership of consumer insights to develop integrated marketing campaigns that directly translate into significant business growth.
As a key Individual Contributor (IC), you will be the definitive voice of the customer, you will represent marketing within the business unit, and you will be tasked with driving the next exponential stage of SoFi’s Home Equity product growth.
What you’ll do:
- Own and Scale: Define, launch, and continuously optimize multi-channel acquisition strategies and GTM plans to meet ambitious quarterly and annual growth targets.
- Strategic Foresight: Proactively monitor the market context, competitive threats, and external factors, pivoting strategies as needed to ensure SoFi’s home equity growth trajectory.
- P&L Influence: Oversee the Home Equity marketing budget, forecasting returns and identifying and sizing incremental growth opportunities.
- Segmentation: Define and evangelize target audience segmentation, developing compelling, research-backed messaging and contact strategies that elevate performance across channels.
- Drive Offer Strategy: Architect the holistic offer strategy, managing offer terms, fulfillment processes, and creative testing to maximize conversion efficiency.
- Creative Leadership: Serve as the core brief writer, collaborating with Brand Strategy and Creative Studio to deliver breakthrough campaigns that demonstrably drive performance.
- Product Catalyst: Act as the strategic partner to Product Management, using a deep understanding of the customer journey to eliminate pain points, boost conversion, and guarantee new products achieve product-market fit and business goals.
What you’ll need:
- Minimum 5+ years of B:C Product Marketing and/or Growth Marketing, ideally within a high-growth environment
- Bachelor’s degree required, ideally in Marketing, Consumer Insights or similar domain
- FinTech Expertise: Proven track record of significantly accelerating growth (e.g., 2X, 3X) for a FinTech or B2C financial product.
- Strategy and Execution: Experience combining strategic thinking with tactical execution and project management skills to drive growth through diverse channel mixes
- Analytical Aptitude: Mastery of analytics tools and frameworks (e.g., Tableau, Amplitude, A/B testing) to independently derive insights, make strategic recommendations, and forecast business impact.
- Founder’s Mentality: High initiative, entrepreneurial drive, and a strong bias for action—a motivated self-starter who thrives in ambiguity and owns outcomes from conception to completion.
- Flexibility: Demonstrated ability to problem-solve and succeed independently in a fast-paced, high-volume and ambiguous growth environment.
Top Skills
SoFi New York, New York, USA Office
Our New York office, located in the meat-packing district, provides an open work environment and is a hub for our finance teams. Our large conference, flexible work spaces, huddle rooms, and shared community areas allows our teams to openly collaborate while looking at some spectacular views.
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