The Challenge
Plaid powers financial connectivity for millions—you'll own multi-million dollar paid campaigns across Search, Social, Display, and CTV to drive qualified pipeline and revenue. This is a data-driven role where your optimization decisions directly impact how developers and companies access financial infrastructure.
Your Mission
Audit current paid media performance across all channels and establish baseline ROAS/CAC metrics by channel
Define audience segmentation strategy and messaging frameworks in partnership with Product Marketing for Q1 campaigns
Build and operationalize paid budget allocation model tied to pipeline goals; establish monthly cadence with Sales
Launch 2-3 optimization tests on highest-spend channels (likely Search/Social) with clear success criteria
Grow qualified pipeline from digital channels by 25%+ YoY while maintaining or improving CAC efficiency
Develop comprehensive testing roadmap covering creative, messaging, audiences, and bid strategies across all channels
Establish predictive models connecting digital metrics to closed-won revenue; present quarterly ROI analysis to leadership
Scale CTV and Display programs based on Q1-Q2 performance; document playbooks for repeatable, high-efficiency campaigns
KPIs You'll Own
Pipeline Generated
Qualified opportunities sourced from digital channels, tracked through CRM integration with paid platform attribution.
Cost Per Qualified Lead (CPQL)
Average spend to acquire a lead meeting Sales qualification criteria; primary lever for budget allocation decisions.
Return on Ad Spend (ROAS)
Revenue influenced by digital campaigns divided by total media spend; broken down by channel and campaign type.
Click-Through Rate (CTR) & Conversion Rate by Channel
Diagnostic metrics to identify underperforming creative, messaging, or audience segments for rapid iteration.
Budget Pacing vs. Pipeline Goal
Monthly variance between actual and projected spend-to-pipeline ratio; ensures forecasting accuracy and Sales alignment.
Tools & Stack
Your Team
Your Manager
Head of Digital Marketing or CMO (not specified)
Current Team
Appears to be small Digital Marketing team; structure not detailed
New role or potential backfill—team expansion likely given scope
The Package
Salary
$136K-$161K base
Remote
On-site, San Francisco, CA (Zone 1)
Benefits & Perks
Company Intelligence
Plaid is the financial data infrastructure powering millions of users and thousands of developers. Founded in 2013, they've built connectivity across 12,000 financial institutions in US, Canada, UK, and Europe—trusted by Venmo, SoFi, Fortune 500 companies, and major banks. They're solving real friction in fintech: making it seamless for people to connect bank accounts to the apps and services they actually use.
Founded
2013
Customers
Venmo, SoFi, multiple Fortune 500 companies, major banks
Culture
Performance-driven, data-obsessed, working on foundational fintech infrastructure with real-world impact
Is This Role For You?
- You've owned 5+ years of B2B digital campaigns with direct P&L responsibility and proven pipeline/revenue influence
- You're obsessed with data: you translate messy channel performance into clear narratives and confident allocation decisions
- You thrive in fintech or high-complexity SaaS environments where your buyer personas are technical (developers, product leaders, C-suite)
- You build strong cross-functional relationships with Product Marketing and Sales—you see them as partners, not obstacles
- You prefer brand-building or top-of-funnel awareness campaigns over measurable, bottom-line pipeline impact
- You're uncomfortable with ambiguity or working with incomplete data—this role requires making calls with 70% information
- You lack direct experience managing six-figure-plus media budgets or have never optimized across multiple channels simultaneously
Interview Process
Recruiter Screen
Background on digital campaign experience, team leadership, and interest in fintech/Plaid's mission (~30 min)
Hiring Manager (Head of Digital/CMO)
Deep dive into campaign strategy, optimization frameworks, and how you'd approach Plaid's specific channels and goals (~45 min)
Product Marketing Interview
Collaboration scenario: how you'd partner on messaging, audience segmentation, and campaign narratives (~45 min)
Data/Analytics Interview
Case study or portfolio review: walk through a campaign, metrics dashboard, and how you'd communicate results to stakeholders (~45 min)
Executive Round (Optional)
Final conversation with senior leadership on vision, scaling, and long-term strategy alignment (~30 min)
Interested in this role?
Apply now and hear back within days, not weeks.
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About Growth Marketing Roles
Growth marketers drive user acquisition, activation, and retention through data-driven experimentation. They sit at the intersection of product, data, and marketing — running A/B tests, building funnels, and scaling what works.