Product Marketing Manager - Payments

About Plaid

At Plaid, 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, working with companies like Venmo, SoFi, Fortune 500 businesses, and major banks to connect financial accounts to desired apps and services. Our network spans 12,000 financial institutions across the US, Canada, UK, and Europe. Founded in 2013, Plaid is headquartered in San Francisco with additional offices in New York, Washington D.C., London, and Amsterdam.

The Role of a Product Marketing Manager - Payments at Plaid

Product Marketing at Plaid is central to the entire product lifecycle, from shaping strategies and defining target audiences to successful product launches and market adoption. We work closely with Product, Sales, and Marketing teams, driving go-to-market strategies, accelerating pipeline development, crafting compelling narratives, influencing product direction with customer feedback, and executing marketing initiatives.

As a Product Marketing Manager - Payments, you will be instrumental in realizing Plaid's vision for bank payments, aiming to establish them as the preferred method for Billers, Fintechs, and Financial Institutions. Your mission involves leveraging Plaid’s extensive network – including coverage, intelligence, and conversion capabilities – to deliver seamless, secure, and intelligent payment experiences. This role is crucial for accelerating adoption, scaling product impact, and fundamentally redefining how money moves within the financial ecosystem. You will own the go-to-market strategy and product marketing for both new and existing payment products, from initial product-market fit validation through to scaled acquisition. Close collaboration with Product, Sales, Growth, and Data teams will be essential to assess market opportunities, define ideal customer profiles, and drive adoption in key verticals.

Key Responsibilities

• Evaluate product–market fit in new markets or verticals by analyzing customer pain points, existing alternatives, and willingness to pay.
• Define, prioritize, and iterate on Ideal Customer Profiles (ICPs) and target segments based on customer needs, buying dynamics, and sales efficiency.
• Design and execute Minimum Viable Product (MVP) or pilot Go-to-Market (GTM) programs to validate positioning, pricing, and adoption prior to broader rollout.
• Develop compelling value propositions and messaging frameworks specifically tailored to different buyer and user personas.
• Activate messaging through sales enablement initiatives, marketing campaigns, content creation, and launch programs to drive acquisition and conversion.
• Analyze the end-to-end sales and marketing funnel to identify friction points and diagnose underlying root causes.
• Partner with Sales, Growth, and Product teams to develop and implement data-backed action plans that enhance conversion rates, velocity, and win rates.
• Utilize both qualitative insights and quantitative data to continuously refine GTM strategy and product positioning.

Qualifications

• Proven experience in product marketing, go-to-market strategy, or growth roles within B2B or B2B2C technology companies.
• Strong analytical and problem-solving skills, with a demonstrated ability to diagnose funnel performance and translate insights into actionable plans.
• Demonstrated ability to assess product–market fit and define Ideal Customer Profiles (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 effectively activate them across various channels.
• Comfortable partnering cross-functionally with Product, Sales, Data, and Engineering teams.
• Experience in fintech, payments, or regulated products is required.
• Excellent communication skills, with the ability to influence stakeholders through structured thinking and clear narratives.

Key skills/competency

• Product Marketing
• Go-to-Market Strategy
• Fintech
• Payments Industry
• Market Analysis
• Sales Enablement
• Customer Acquisition
• Value Proposition Development
• Data Analysis
• Cross-functional Collaboration