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 Web Marketing Team at Plaid is a collaborative, user-first team that partners closely with Product, Engineering, Design, Sales, and Marketing to bring Plaid's solutions to market and scale their adoption globally.
We're looking for a Web Marketing Lead to own and evolve plaid.com into a best-in-class growth engine spanning product discovery, education, and conversion. This role is responsible for defining how millions of developers, businesses, and consumers experience Plaid for the first time – and how we turn that interest into product adoption, qualified pipeline, and revenue.
Sitting within the Growth Marketing organization, you'll operate at the intersection of marketing, product, and data – treating the website as a dynamic, experiment-driven product. You'll define strategy, drive execution, and build a high-performing team that continuously improves the end-to-end web journey from first touch through activation. This includes owning Plaid's organic search and answer engine presence, ensuring we show up where developers and businesses are actively looking for solutions. This is a hands-on leadership role for someone equally comfortable in a strategy doc and a CMS, and who gets genuinely excited about turning website data into conversion lift.
Responsibilities
Own plaid.com as a Growth and Revenue Engine
- Define the growth strategy and roadmap for plaid.com, owning performance across product pages, docs entry points, campaign landing pages, and conversion surfaces – while partnering with Brand, Content, and Design on the vision and experience for flagship pages like the homepage.
- Be directly accountable for website-sourced pipeline, conversion, and key revenue metrics.
- Optimize performance across key surfaces including homepage, product pages, docs entry points, campaign landing pages including event registration, and our blog.
- Act as the internal expert on web performance, user journeys, and competitive benchmarks – setting the bar for what great looks like.
Lead and Scale a High-Performing Team
- Build, manage, and develop a world-class web marketing team across strategy, operations, SEO/AEO, content management, and experimentation.
- Foster a culture of ownership, velocity, and continuous learning.
- Establish clear goals, processes, and operating rhythms to drive impact – running structured workflows that keep the team moving quickly without sacrificing quality.
Drive Experimentation and Continuous Optimization
- Build and scale a rigorous experimentation program to improve conversion, activation, and self-serve growth.
- Lead development of hypotheses, testing strategies, and measurement frameworks – forming hypotheses, running tests, and iterating fast.
- Drive operational excellence through scalable systems, including automation of page creation, testing, and optimization workflows.
Improve End-to-End User Journeys
- Shape the full web experience from first visit through signup, demo request, or sales engagement.
- Optimize for both developer audiences (self-serve, docs-driven journeys) and business buyers (solution evaluation and sales handoff).
- Use user research, behavioral analytics, and market insights to inform messaging, information architecture, and UX across the site.
- Identify and remove friction across acquisition, education, and conversion flows.
Own and develop central web narrative strategy
- Develop a centralized approach to storytelling through our website, including our homepage experience and iterating on Plaid’s story through the lens of web.
- Partner with Product Marketing to translate product strategy and positioning into clear, high-impact web experiences – bringing together different product areas into cohesive plans
- Collaborate with Product, Engineering, and Design to prioritize and ship improvements to site experience and infrastructure.
- Work closely with Growth Marketing and Sales to improve campaign performance and pipeline conversion.
- Collaborate with the Brand team to maintain visual and narrative consistency across plaid.com.
Drive Technical Excellence
- Own the web tech stack (CMS, tag management, analytics instrumentation) — ensuring proper GTM setup, pixel management, and event tracking.
- Ensure SEO/AEO best practices are built into every web initiative: technical hygiene, structured data, page speed, and content architecture.
- Work with RevOps and Marketing Ops to ensure web form integrations, lead routing, and attribution are functioning cleanly.
Qualifications
**Must have requirements **
- 10+ years of experience in growth marketing, web marketing, or product-led growth roles, with increasing leadership responsibility.
- Proven track record of owning and scaling a website as a measurable growth and revenue channel – you can point to specific CRO wins, organic traffic improvements, or conversion rate lifts you've owned end-to-end.
- Experience driving pipeline, conversion, and product adoption through web optimization and experimentation.
- Strong leadership experience, including building and managing high-performing teams.
- Deep expertise in web analytics (GA4, Mixpanel, or similar), A/B testing platforms (Optimizely, VWO, or similar), and experimentation frameworks.
- Experience working cross-functionally with Product, Engineering, Design, and Sales.
- Excellent cross-functional communication skills – you can translate web strategy into terms that resonate with engineers, PMMs, and executives alike.
- A bias toward experimentation: you form hypotheses, test them, and iterate quickly without needing to be perfect out of the gate.
Nice to have
- Experience in B2B SaaS, fintech, or developer-facing products.
- Familiarity with PLG and sales-assisted growth models.
- Experience optimizing technical or API-driven websites with complex user journeys.
- Background in SEO/AEO, lifecycle marketing, or growth experimentation at scale.
- Experience with modern CMS and experimentation tools (e.g., Contentful, Optimizely, Webflow).
- Working knowledge of HTML/CSS – enough to diagnose issues and move faster with engineering.
- Background in international or multi-market web strategy.
- Experience with CDPs (Segment) or marketing automation platforms (HubSpot, Marketo).
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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