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.
The Industry PMM team is responsible for cross-product selling to specific industry audiences, and the close partner to our GTM organization. They help our sales organization speak in terms of customer needs. Members of this team are experts in customer problems that we solve and the dynamics of the markets we sell into.
As an Industry PMM at Plaid, you will own the marketing strategy and GTM execution for one or more target verticals. You will be the resident expert on the customers we serve in your industries — their problems, their buying dynamics, and how Plaid’s cross-product solutions address their most pressing needs. You will own the outbound campaign strategy for your industries — defining the audience, channel mix, and messaging, then partnering with channel owners across Marketing to bring it to life. You will build the narratives, sales tools, and campaign assets that help Plaid’s GTM teams win in your industries, grounding everything in real customer insight and field feedback.
Responsibilities
- Develop and own audience-specific messaging, positioning, and narrative for your assigned industries, ensuring Plaid’s cross-product value is clearly communicated in terms that resonate with target buyers.
- Lead outbound campaign strategy for your industries: write the brief, define the target audience and channel mix (paid, email/lifecycle, content, events, ABM, and social), develop the messaging, and partner with channel owners to execute. Measure results and iterate.
- Build and maintain GTM collateral: pitch decks, one-pagers, battle cards, email cadences, and other sales enablement materials that help our GTM teams sell more effectively.
- Serve as a key feedback loop between GTM and Product/Marketing: capture themes from the market, package them clearly, and bring them to the teams who can act on them.
- Track full-funnel performance for your verticals across all active channels, identify what’s driving or dragging results, and use those insights to recommend changes to messaging, targeting, channel mix, or program investment.
- Collaborate with Product Area PMMs on the launch and distribution of new products to your industry audiences at the right stage of the launch lifecycle.
- Develop and maintain ICPs for your industries that are distributed and used across the company.
Qualifications
- 4–6 years in product marketing, industry marketing, or a closely related B2B GTM function.
- Proven experience owning outbound B2B marketing campaigns end-to-end: from brief and audience definition through channel selection, messaging, launch, and post-campaign analysis.
- Working knowledge of multiple outbound marketing channels (email/lifecycle, paid, content, events, ABM) and how they fit together in an integrated campaign.
- Excellent communication skills, with the ability to influence stakeholders through structured thinking and clear narratives.
- Data literacy with campaign and funnel metrics: able to read performance across channels (CTR, MQL volume, CVR, pipeline influence), diagnose what’s working, and make a clear recommendation on what to change and why.
- Familiarity with open banking, fraud prevention, payments, or lending.
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.
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