📌 Core Information
🔹 Job Title: Customer Marketing Lead
🔹 Company: Plaid
🔹 Location: San Francisco, CA & New York, NY
🔹 Job Type: Full-time
🔹 Category: Marketing
🔹 Date Posted: June 27, 2025
🔹 Experience Level: 8+ years
🔹 Remote Status: On-site (San Francisco & New York)
🚀 Job Overview
Key aspects of this role include:
- Defining and scaling Plaid’s customer marketing strategy
- Leading customer storytelling efforts across various formats
- Collaborating cross-functionally to identify and engage high-impact customer advocates
- Creating multi-channel programs to amplify customer stories
- Designing and launching community and loyalty initiatives
- Tracking performance and iterating based on key success metrics and customer feedback
ASSUMPTION: This role requires a strategic thinker with a strong background in B2B marketing, preferably in SaaS or fintech, to drive customer marketing efforts and elevate success stories.
📋 Key Responsibilities
✅ Lead and scale Plaid’s customer marketing strategy, aligning programs to company goals and marketing initiatives
✅ Lead customer storytelling efforts, transforming success into compelling case studies, videos, blog posts, and other assets
✅ Partner cross-functionally with Sales, Comms, Product Marketing, and Growth to identify and engage high-impact customer advocates
✅ Develop multi-channel programs that amplify customer stories across campaigns, events, PR, and social
✅ Create scalable systems to manage referenceable customers, speaker bureaus, and co-marketing opportunities
✅ Design and launch community and loyalty initiatives that deepen engagement and brand affinity
✅ Track performance, report on impact, and iterate based on key success metrics and customer feedback
ASSUMPTION: This role involves a mix of strategic planning, creative content development, and cross-functional collaboration to drive customer marketing success.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Business, or a related field (or equivalent experience)
Experience: 8+ years of B2B marketing experience, ideally in SaaS, APIs, or fintech
Required Skills:
- Excellent storytelling and content creation skills across various formats
- Customer-obsessed mindset with comfort engaging directly with executives and practitioners
- Strong program management skills and history of driving cross-functional collaboration
- Data-driven approach with eagerness to understand and report on business impact
- Experience building customer reference programs, community initiatives, or customer advisory boards (CABs)
- Familiarity with tools like Salesforce, HubSpot, Asana, and CMS platforms
- Background in financial technology or passion for explaining complex concepts in digestible, engaging ways
Preferred Skills:
- Experience working in a fast-paced, high-growth environment
- Fluency in additional languages
ASSUMPTION: Candidates should have a strong background in B2B marketing, with a focus on customer storytelling and program management, to excel in this role.
💰 Compensation & Benefits
Salary Range: $156,000 - $266,400 per year (Zone 1: New York City & San Francisco Bay Area)
Benefits:
- Medical, dental, vision, and 401(k) plans
Working Hours: Full-time (40 hours/week)
ASSUMPTION: The salary range is based on Plaid's geographic zones and may vary depending on the job's location. Benefits are subject to change and may be updated according to any applicable compensation or benefit plans.
📌 Applicant Insights
🔍 Company Context
Industry: Financial Technology (Fintech)
Company Size: Medium (501-1,000 employees)
Founded: 2013
Company Description:
- Plaid is a data network that powers the tools millions of people rely on to live a healthier financial life
- Works with thousands of companies like Venmo, SoFi, and Betterment, as well as many of the largest banks
- Covers more than 12,000 financial institutions across the US, Canada, UK, and Europe
Company Specialties:
- Financial data aggregation
- Financial technology infrastructure
- API development for financial services
Company Website: plaid.com
ASSUMPTION: Plaid is a well-established fintech company with a strong focus on data aggregation and financial technology infrastructure, working with a wide range of partners and financial institutions.
📊 Role Analysis
Career Level: Mid-level to senior marketing role, with potential for growth and impact within the organization
Reporting Structure: This role reports directly to the Head of Marketing and collaborates with various cross-functional teams, including Sales, Product Marketing, Communications, Growth, and Brand
Work Arrangement: On-site in San Francisco or New York, with potential for hybrid or remote work arrangements based on company policies and individual needs
Growth Opportunities:
- Potential to grow within the marketing department or take on additional responsibilities as the team expands
- Opportunity to work with a diverse range of customers and internal stakeholders, fostering professional development
- Chance to contribute to Plaid's mission of unlocking financial freedom for everyone, driving impact across the organization
ASSUMPTION: This role offers significant growth potential and the opportunity to make a meaningful impact on Plaid's customer marketing efforts and overall business success.
🌍 Location & Work Environment
Office Type: Modern, collaborative workspaces in San Francisco and New York
Office Location(s): San Francisco, CA & New York, NY
Geographic Context:
- San Francisco: Known for its vibrant tech industry, diverse culture, and high cost of living
- New York: A global financial hub with a fast-paced, competitive work environment and diverse cultural offerings
Work Schedule: Standard full-time work hours, with potential for flexibility based on individual needs and team requirements
ASSUMPTION: Both San Francisco and New York offer unique opportunities for professional growth and networking within the fintech industry, with distinct cultural and cost-of-living considerations.
💼 Interview & Application Insights
Typical Process:
- Phone or video screen with the hiring manager or a member of the talent acquisition team
- In-depth interview with the Head of Marketing and/or other marketing team members
- Case study or project presentation to assess storytelling and content creation skills
- Final interview with senior leadership or other stakeholders
Key Assessment Areas:
- Storytelling and content creation skills
- Program management and cross-functional collaboration abilities
- Customer focus and engagement strategies
- Data-driven approach and understanding of business impact
Application Tips:
- Tailor your resume and cover letter to highlight relevant marketing experience, customer storytelling, and program management skills
- Prepare a case study or project presentation that demonstrates your ability to transform customer success into compelling narratives
- Research Plaid's mission, values, and customer base to showcase your understanding of the company and its goals
ATS Keywords: Customer Marketing, B2B Marketing, Storytelling, Content Creation, Program Management, Cross-Functional Collaboration, Data-Driven, Customer Reference Programs, Community Initiatives, Customer Advisory Boards, Salesforce, HubSpot, Asana, CMS Platforms, Financial Technology, Complex Concept Explanation
ASSUMPTION: Plaid's interview process focuses on assessing candidates' storytelling, content creation, and program management skills, as well as their customer focus and data-driven approach.
🛠️ Tools & Technologies
- Salesforce
- HubSpot
- Asana
- CMS platforms (e.g., WordPress, Drupal)
- Project management and collaboration tools (e.g., Slack, Microsoft Teams)
ASSUMPTION: Candidates should be comfortable using a range of marketing, project management, and collaboration tools to streamline workflows and drive customer marketing success.
👔 Cultural Fit Considerations
Company Values:
- Mission-driven: Committed to unlocking financial freedom for everyone
- Customer-focused: Obsessed with understanding and serving customers' needs
- Inclusive: Dedicated to fostering a diverse and inclusive work environment
Work Style:
- Collaborative: Thrives on working with cross-functional teams to drive shared goals
- Adaptable: Embraces change and thrives in a fast-paced, high-growth environment
- Data-driven: Uses data to inform decision-making and measure impact
Self-Assessment Questions:
- How do you align with Plaid's mission to unlock financial freedom for everyone?
- How do you approach building strong, trusted relationships with customers and internal stakeholders?
- How do you balance creativity and data-driven decision-making in your marketing strategies?
ASSUMPTION: Candidates should assess their fit with Plaid's mission, values, and work style to ensure a successful and fulfilling career at the company.
⚠️ Potential Challenges
- Managing multiple customer marketing programs simultaneously, requiring strong organizational skills and attention to detail
- Balancing creative storytelling with data-driven decision-making and performance tracking
- Navigating a fast-paced, high-growth environment with evolving priorities and shifting timelines
- Adapting to a diverse range of customers and internal stakeholders, each with unique needs and expectations
ASSUMPTION: This role presents unique challenges that require strong organizational skills, adaptability, and a customer-focused mindset to succeed.
📈 Similar Roles Comparison
- Unlike traditional marketing roles, this position focuses heavily on customer storytelling and reference programs, requiring a unique blend of creative and analytical skills
- In the fintech industry, customer marketing plays a crucial role in building trust and driving adoption, making this role particularly impactful
- Career progression in customer marketing may lead to roles such as Senior Customer Marketing Manager, Director of Customer Marketing, or other strategic marketing positions
ASSUMPTION: This role offers a unique blend of creative and analytical challenges, with significant potential for career growth and impact within the fintech industry.
📝 Sample Projects
- Developing a comprehensive customer reference program, including case studies, videos, and testimonials, to showcase Plaid's success stories
- Launching a customer loyalty initiative that encourages engagement and advocacy, such as a rewards program or exclusive events
- Creating a customer advisory board to gather insights and feedback, driving continuous improvement in Plaid's customer marketing efforts
ASSUMPTION: These sample projects demonstrate the range of customer marketing initiatives that the successful candidate may undertake in this role.
❓ Key Questions to Ask During Interview
- Can you describe the current state of Plaid's customer marketing efforts and where this role fits into the broader marketing strategy?
- How does the marketing team collaborate with other departments, such as Sales, Product, and Communications, to drive customer success and advocacy?
- What are the most significant challenges facing Plaid's customer marketing efforts, and how can this role address them?
- How does Plaid measure the success of its customer marketing programs, and what key performance indicators (KPIs) are most important for this role?
- What opportunities exist for growth and development within the customer marketing team and across Plaid's broader organization?
ASSUMPTION: These interview questions help candidates assess the role's strategic fit, collaborative environment, and potential for growth within Plaid's customer marketing team.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through the Plaid careers page
- Tailor your resume and cover letter to highlight relevant marketing experience, customer storytelling, and program management skills
- Prepare a case study or project presentation that demonstrates your ability to transform customer success into compelling narratives
- Research Plaid's mission, values, and customer base to showcase your understanding of the company and its goals
- Follow up with the hiring manager or talent acquisition team one week after submitting your application to express your interest and reiterate your qualifications
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
