Product Marketing Manager - Onboarding

We believe that the way people interact with their finances will drastically improve in the next few years. We’re dedicated to empowering this transformation by building the tools and experiences that thousands of developers use to create their own products. Plaid powers the tools millions of people rely on to live a healthier financial life. We work with thousands of companies like Venmo, SoFi, several of the Fortune 500, and many of the largest banks to make it easy for people to connect their financial accounts to the apps and services they want to use. Plaid’s network covers 12,000 financial institutions across the US, Canada, UK and Europe. Founded in 2013, the company is headquartered in San Francisco with offices in New York, Seattle, Washington D.C., Raleigh, London, and Amsterdam.

At Plaid, Product Marketing plays a pivotal role across the entire product lifecycle—from shaping product strategies and defining target audiences, to ensuring successful product launches and market adoption. We collaborate closely with Product and Marketing teams, driving go-to-market strategies from defining product-market fit to creating compelling messaging, influencing product direction and driving marketing adoption.

In this role, you will act as the quarterback for Plaid’s onboarding strategy, building a clear, compelling onboarding narrative and GTM strategy. You will partner closely with Product to shape product-market fit, influence roadmap decisions, and bring the voice of the customer into product strategy. You will partner across Sales, Enablement, Growth, and Marketing to translate the onboarding strategy into GTM programs that drive adoption and growth.

Responsibilities

• Lead onboarding positioning and messaging across products, ensuring a unified narrative.

• Identify and validate product-market fit through customer insight, data, and experimentation.

• Partner cross-functionally with Product and Marketing to launch and scale products.

• Influence roadmap decisions by advocating for customer needs and market signals.

Qualifications

• 5+ years in Product Marketing, preferably in fintech or b2b technology.

• Proven track record influencing Product and cross-functional stakeholders.

• Strong analytical rigor – comfort using funnel metrics to drive strategy.

Our mission at Plaid is to unlock financial freedom for everyone. To support that mission, we seek to build a diverse team of driven individuals who care deeply about making the financial ecosystem more equitable. We recognize that strong qualifications can come from both prior work experiences and lived experiences. We encourage you to apply to a role even if your experience doesn't fully match the job description. We are always looking for team members that will bring something unique to Plaid!

Plaid is proud to be an equal opportunity employer and values diversity at our company. We do not discriminate based on race, color, national origin, ethnicity, religion or religious belief, sex (including pregnancy, childbirth, or related medical conditions), sexual orientation, gender, gender identity, gender expression, transgender status, sexual stereotypes, age, military or veteran status, disability, or other applicable legally protected characteristics. We also consider qualified applicants with criminal histories, consistent with applicable federal, state, and local laws. Plaid is committed to providing reasonable accommodations for candidates with disabilities in our recruiting process. If you need any assistance with your application or interviews due to a disability, please let us know at View email address on aiapply.co.

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Additional compensation in the form(s) of equity and/or commission are dependent on the position offered. Plaid provides a comprehensive benefit plan, including medical, dental, vision, and 401(k). Pay is based on factors such as (but not limited to) scope and responsibilities of the position, candidate's work experience and skillset, and location. Pay and benefits are subject to change at any time, consistent with the terms of any applicable compensation or benefit plans.