Principal Product Marketing Manager - SLR & At Work

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Who we are:

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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

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.

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 Rights

SoFi is committed to an inclusive culture. 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.