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Who we are:
Shape a brighter financial future with us.
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’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.
What you’ll do
- 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.
What you’ll need:
- 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.
Compensation and Benefits
The base pay range for this role is listed below. Final base pay offer will be determined based on individual factors such as the candidate’s experience, skills, and location.
To view all of our comprehensive and competitive benefits, visit our Benefits at SoFi page!
SoFi provides equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, religion (including religious dress and grooming practices), sex (including pregnancy, childbirth and related medical conditions, breastfeeding, and conditions related to breastfeeding), gender, gender identity, gender expression, national origin, ancestry, age (40 or over), physical or medical disability, medical condition, marital status, registered domestic partner status, sexual orientation, genetic information, military and/or veteran status, or any other basis prohibited by applicable state or federal law.The Company hires the best qualified candidate for the job, without regard to protected characteristics.Pursuant to the San Francisco Fair Chance Ordinance, we will consider for employment qualified applicants with arrest and conviction records.New York applicants: Notice of Employee RightsSoFi is committed to embracing diversity. As part of this commitment, SoFi offers reasonable accommodations to candidates with physical or mental disabilities. If you need accommodations to participate in the job application or interview process, please let your recruiter know or email [email protected].Due to insurance coverage issues, we are unable to accommodate remote work from Hawaii or Alaska at this time.
Internal Employees
If you are a current employee, do not apply here - please navigate to our Internal Job Board in Greenhouse to apply to our open roles.
What the Team is Saying
What We Do
For over a decade, SoFi has helped transform the Fintech industry by creating financial products and services that help people borrow, save, spend, invest, and protect their money better, so they can achieve financial independence and realize their ambitions. Whether it’s owning a home, saving for retirement, paying off their student loans, or helping our members invest - SoFi is there every step of the way. Want to learn more about how it works? Check it out here: https://www.sofi.com/how-it-works/
Our core values are at the center of how we help our millions of members get their money right. They are our guiding principles for how we think about serving our members, building our company, and most importantly, how we work together. At SoFi, it’s not just what we do - but how we do it.
SoFi is also proud to be the naming rights partner of SoFi Stadium, home of the Los Angeles Chargers and the Los Angeles Rams.
For more information, visit SoFi.com
Why Work With Us
Together with our members, we’re changing the way people think about and interact with personal finance. We’re a next-generation Fintech company using innovative, mobile-first technology to help our members reach their goals. The industry is going through an unprecedented transformation, and we’re at the forefront.
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SoFi Offices
Hybrid Workspace
Employees engage in a combination of remote and on-site work.
For the majority of our workforce who work on a hybrid schedule, the in-office requirement is a handful of days per month!
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