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Web Marketing Lead

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Plaid

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Location:
United States , San Francisco

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Category:
-

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Contract Type:
Employment contract

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Salary:

178800.00 - 241200.00 USD / Year
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Job Description:

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.

Job Responsibility:

  • Own plaid.com as a Growth and Revenue Engine
  • Define the growth strategy and roadmap for plaid.com
  • 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 blog
  • Act as the internal expert on web performance, user journeys, and competitive benchmarks
  • 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
  • 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
  • Drive operational excellence through scalable systems
  • 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 and business buyers
  • Use user research, behavioral analytics, and market insights to inform messaging, information architecture, and UX
  • 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
  • Partner with Product Marketing to translate product strategy and positioning into clear, high-impact web experiences
  • 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)
  • Ensure SEO/AEO best practices are built into every web initiative
  • Work with RevOps and Marketing Ops to ensure web form integrations, lead routing, and attribution are functioning cleanly

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
  • 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
  • A bias toward experimentation

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
  • Background in international or multi-market web strategy
  • Experience with CDPs (Segment) or marketing automation platforms (HubSpot, Marketo)
What we offer:
  • equity and/or commission
  • medical
  • dental
  • vision
  • 401(k)

Additional Information:

Job Posted:
May 15, 2026

Employment Type:
Fulltime
Work Type:
On-site work
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