Director of Product Marketing, PALS

About the Role

Key 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.

Requirements

• 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.

Nice to Have

• MBA

Qualifications

• Bachelor's degree
• 8+ years relevant marketing experience

Benefits & Perks

• 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.
• Pay range: $160,000.00 - $275,000.00
• Payment frequency: Annual
• This role is also eligible for a bonus, long term incentives and competitive benefits.
• More information about our employee benefits can be found in the link above.