Lifecycle Marketing

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 Lifecycle Marketing Team leads Plaid’s email channel strategy, acting as a central partner to stakeholders across the business. Our goal is to engage and inform Plaid’s customers and prospects at every stage of their lifecycle with impactful communications that drive growth and retention. In 2025, a key priority for the team is supporting the Growth Marketing team in achieving ambitious pipeline goals from Paid and Organic channels. To achieve this, the Lifecycle team will focus on three core areas:

Scaling automated nurture programs tailored to Plaid’s segments (SMB, Ent, B&W, Fintech+Crypto), verticals  (PropTech, Mortgage, Banking & Wealth, Telco, and Gaming), and solutions (Payments, Credit, Fraud), with a primary focus on top-of-funnel engagement.

Driving impact through integrated campaigns, serving as the email channel expert and strategist to maximize pipeline influence and ROI.

Enhancing database and audience segmentation in collaboration with MOPS and BI teams, enabling smarter customer journeys by delivering the right message to the right contact at the right time.

Responsibilities:

• Build and Launch Nurture Campaigns: Designing and implementing automated, top of funnel nurture programs to engage prospects across the buying journey from lead to closed won oppty. Focus on delivering personalized/segmented experiences through messaging and dynamic/static content to help educated and engage prospects throughout prospect journey with Plaid.
• Collaborate on Integrated Campaigns: Collaborate with cross-functional teams (events, paid, customer marketing, product marketing, comms, brand, etc.) to launch multi-channel integrated marketing campaigns that support pipeline generation. Serve as the email marketing SME with recommendations on best strategies to maximize channel effectiveness.
• Segment and Personalize Communications: Utilize customer data and behavior insights to segment audiences and deliver highly targeted, personalized communications via email.
• Monitor and Optimize Campaign Performance: Analyze the performance of nurture and lifecycle campaigns, using data-driven insights through BI tools to continuously improve customer engagement, conversion rates, and revenue outcomes.
• Work Cross-Functionally: Collaborate with teams across paid media, events, customer marketing, brand, communications, product marketing, and other teams to ensure strategic alignment and consistent messaging across all campaigns and customer touchpoints, delivering a cohesive and seamless experience for both Plaid prospects and customers.
• Leverage Marketing Automation Tools: Partner with Marketing Ops to manage and optimize Plaid’s marketing automation platform (Marketo). Ensure efficient workflows, trigger campaigns, and track customer interactions.
• Develop Testing and Iteration Plans: Establish A/B testing strategies on all email programs and continuously iterate on campaigns to improve performance, experimenting with messaging, offers, timing, and creative elements.
• Report on Campaign Metrics: Create and present reports on key lifecycle marketing campaign metrics (e.g., campaign engagement rates, conversion rates, pipeline impact, etc) to key stakeholders, providing actionable recommendations for ongoing improvements.

Qualifications:

• 5+ years of experience in lifecycle, email, or CRM marketing, preferably within B2B or SaaS organizations.
• Proven track record of designing and executing nurture programs that drive measurable improvements in MQL-to-opportunity conversion rates and pipeline attribution.
• Hands-on experience with marketing automation platforms like Marketo and email creation tools like Knak (or similar).
• Demonstrated success in developing and executing impactful lifecycle marketing strategies focused on pipeline generation.
• Exceptional project management skills with the ability to efficiently plan, coordinate, and execute a high volume of email programs from concept to launch.
• Expertise in segmentation and personalization with a deep understanding of customer behavior and email marketing best practices.
• Data-driven mindset with familiarity using BI tools like Tableau (or similar) to report, analyze and optimize campaign performance.
• Effective communicator with experience collaborating across marketing functions and GTM teams serving as a trusted email channel expert.
• Thrives in dynamic environments with the ability to adapt to change, embrace ambiguity, and deliver results in a fast-paced setting.
• Proactive and growth-oriented with a self-starter attitude and a builder’s mindset to develop and scale impactful marketing programs.

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 [email protected].

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