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, Washington D.C., 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, Sales, and Marketing teams, driving go-to-market strategies from pipeline develop and acceleration to creating compelling narratives, influencing product direction based on customer feedback and driving marketing execution. As a Product Marketing Manager for Payments, you’ll help bring Plaid’s vision for bank payments to life: making us the method of choice for Billers, Fintechs, and Financial Institutions. Our mission is to harness Plaid’s network—spanning coverage, intelligence, and conversion—to deliver seamless, secure, and intelligent payment experiences. This role is central to accelerating adoption, scaling product impact, and redefining how money moves across the financial ecosystem. You will own go-to-market strategy and product marketing for new and existing products, from early product–market fit validation through scaled acquisition and partner closely with Product, Sales, Growth, and Data to assess market opportunities, define ideal customer profiles, and drive adoption in priority verticals. Responsibilities

Evaluate product–market fit in new markets or verticals by analyzing customer pain points, alternatives, and willingness to pay.

Define, prioritize, and iterate on ideal customer profiles (ICP) and target segments based on customer needs, buying dynamics, and sales efficiency.

Design and run MVP or pilot GTM programs to validate positioning, pricing, and adoption before broader rollout.

Develop compelling value propositions and messaging frameworks tailored to different buyer and user personas.

Activate messaging through sales enablement, campaigns, content, and launch programs to drive acquisition and conversion.

Analyze the end-to-end sales and marketing funnel to identify friction points and diagnose root causes.

Partner with Sales, Growth, and Product to develop and execute data-backed action plans that improve conversion, velocity, and win rates.

Use qualitative insights and quantitative data to continuously refine GTM strategy and positioning.

Qualifications

Proven experience in product marketing, go-to-market strategy, or growth roles in B2B or B2B2C technology companies.

Strong analytical and problem-solving skills, with the ability to diagnose funnel performance and translate insights into action.

Demonstrated ability to assess product–market fit and define ICPs in ambiguous or early-stage environments.

Experience designing and executing MVP or pilot programs to test hypotheses and inform GTM decisions.

Ability to craft clear, differentiated value propositions for complex products and activate them across channels.

Comfortable partnering cross-functionally with Product, Sales, Data, and Engineering.

Experience in fintech, payments, or regulated products is required.

Excellent communication skills, with the ability to influence stakeholders through structured thinking and clear narratives.

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 accommodations@plaid.com. Please review our Candidate Privacy Notice here.

Product Marketing Manager - Payments