Product Marketing Manager - Credit at Plaid in San Francisco, CA

Job description

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. The Credit Product Marketing team is focused on driving GTM success for new and existing Credit products. We partner with product, partnerships and GTM teams to understand customer pain points, unlock new market opportunities and find ways to grow Plaid’s credit product portfolio. As a Product Marketing Manager for Credit at Plaid, you'll be the right hand of the Credit product team — owning how we bring Credit products to market from alpha through GA. You'll lead the product-market fit work that ensures we're building the right things, and the GTM strategy that ensures those products get sold and adopted at scale. You'll own end-to-end messaging and positioning for the Credit product area, develop the ICPs and customer insights that inform both product and sales strategy, and build the enablement materials that give our GTM team what they need to win. You'll partner closely with Product, Revenue, and Marketing to make sure Credit's story is clear, differentiated, and landing in the field. Responsibilities • Product-Market Fit: Independently own market signal gathering for the Credit product area — synthesizing customer feedback, competitive intelligence, pricing signals, and TAM analysis. Lead ICP development and maintenance. Steward Credit products through Alpha and Beta, including owning the design partner process. Provide data-driven recommendations on feature set, architecture, and pricing to the product team, and actively represent customer needs in roadmap reviews. • Customer Comprehension and Advocacy: Independently develop and maintain ICPs for the Credit product area. Lead customer discovery and synthesize qualitative and quantitative insights into action. Define audience targeting for Credit use cases. Consistently surface customer themes in partnership with Credit GTM to Product and drive advocacy with evidence. • Messaging and Positioning: Own messaging and positioning for the Credit product area end-to-end. Develop compelling narrative hierarchies from value prop to full story. Validate messaging through experimentation, research, and field testing. Iterate based on product changes, competitive shifts, and GTM performance. Partner with other PMMs on Credit-relevant use case and cross-product messaging. • GTM Strategy and Execution: Create and drive GTM strategy and launch plans for Credit products. Set goals for GTM programs and track adoption and funnel metrics. Develop integrated campaign strategies with channel owners across marketing. Proactively identify and resolve obstacles to GTM execution. • Sales and GTM Enablement: Independently own all GTM and sales enablement for the Credit product area. Ensure collateral is easy to find, up to date, and reliable across all channels. Lead enablement sessions tailored to audience and sales stage. Gather sales feedback systematically and incorporate into future materials. Proactively identify and close enablement gaps without being asked. Qualifications • 8+ years of experience with 5+ years in product marketing or other strategic GTM role at a B2B software company. Credit/Lending experience strongly preferred. • Outstanding written, storytelling and visual communication skills – com