Product Marketing Manager - Industry

About the Role

The Industry PMM team is responsible for cross-product selling to specific industry audiences, making them a close partner to the GTM organization. As an Industry PMM at Plaid, you will work closely with the sales team to understand customer needs and develop targeted marketing campaigns to address those needs. Your expertise in GTM strategies and audience-specific messaging will be essential in driving business growth and success.

Plaid is committed to empowering financial transformation, and this role offers a unique opportunity to work with a talented team and make a real impact. The company's focus on innovation and customer-centric approach makes it an exciting place to work, with a culture that values creativity, collaboration, and continuous learning.

What You Will Do

• 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, develop the messaging, and partner with channel owners to execute.
• Build and maintain GTM collateral: pitch decks, one-pagers, battle cards, email cadences, and other sales enablement materials that help Plaid's 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.
• Own the outbound campaign strategy for your industries, defining the audience, channel mix, and messaging.
• Partner with channel owners across Marketing to bring campaigns to life.
• Measure results and iterate on campaign strategies to optimize performance.

What We Are Looking For

• 4-6 years of experience in product marketing, industry marketing, or a closely related B2B GTM function.
• Expertise in GTM strategies and audience-specific messaging.
• Strong understanding of customer problems and market dynamics.
• Experience with Excel and other data analysis tools.
• Strong communication and collaboration skills.
• Ability to work in a fast-paced environment and adapt to changing priorities.
• Strong analytical and problem-solving skills.
• Experience with campaign execution and measurement.
• Knowledge of the fintech industry and trends.

Nice to Have

• Experience with marketing automation platforms.
• Knowledge of HTML and CSS.
• Experience with design tools like Sketch or Figma.
• Certification in marketing or a related field.

Benefits and Perks

• Competitive salary and equity package.
• Comprehensive health, dental, and vision insurance.
• Flexible PTO and remote work policy.
• Professional development opportunities and training.
• Access to cutting-edge technologies and tools.
• Collaborative and dynamic work environment.
• Recognition and reward for outstanding performance.
• Opportunities for career growth and advancement.

• Develop a strong portfolio showcasing your expertise in GTM strategies and audience-specific messaging.
• Highlight your experience with data analysis tools like Excel and other relevant software.
• Research the fintech industry and trends to demonstrate your knowledge and interest in the field.
• Prepare examples of successful marketing campaigns you've led and the results you've achieved.
• Be ready to discuss your experience with campaign execution and measurement, and how you've optimized performance in previous roles.
• Show your ability to work in a fast-paced environment and adapt to changing priorities.
• Demonstrate your strong communication and collaboration skills, and ability to work with cross-functional teams.