Principal Product Marketing Manager - SLR & At Work
at SoFi
CA - San Francisco
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The role
SoFi is looking for a Senior Product Marketing Manager to lead Product Marketing for Student Loan Refinance while also owning our At Work (B2B2C) marketing channel, which is a critical growth lever for Student Loan Refinancing among other products. This role sits at the intersection of product strategy, channel management, and employer-based distribution, and will play a critical role in driving growth across one of SoFi’s most strategic lending products.
In addition to owning strategy and execution, this role will provide day-to-day leadership and development for one Associate Product Marketing Manager supporting Student Loan Refinance. This is a hands-on, player-coach role where success is driven by both individual impact and the ability to scale results through partnership and mentorship.
What you’ll do:
Product Marketing
- 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 Student Loan Refinance growth trajectory.
- P&L Influence: Oversee the Student Loan Refinance marketing budget, forecasting and identifying and sizing incremental growth opportunities.
- Segmentation: Define and evangelize target audience segmentation, developing compelling, research-backed messaging and marketing 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.
At Work Channel Leadership
- Own the At Work marketing channel strategy, driving acquisition and engagement through employer partnerships
- Collaborate with At Work Sales, Partnerships, and Operations to align marketing strategy with employer needs and distribution opportunities
- Work with At Work Product team to enhance our At Work marketing infrastructure to more optimally deliver our solutions for employer/employee needs
- Develop B2B2C messaging that resonates with both employer stakeholders and end borrowers
- Identify, test, and scale At Work marketing to grow funnel contribution and efficiency
- Use performance insights to continuously refine channel strategy and execution
What you’ll need:
- Minimum 8+ 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.
- Channel Management:
- 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.