Responsibilities

• Drive execution and performance of SoFi’s referrals and virality marketing initiatives, helping scale the channel into a major driver of member growth
• Partner closely with Product and Engineering to define requirements and influence the roadmap of our AI-enabled referral platform
• Lead end-to-end project management of key initiatives, including launching new referral program structures (e.g., incentives, gamification, sharing mechanics) and scaling existing ones
• Collaborate with Business Unit Marketing, Lifecycle Marketing, and Communications teams to develop and execute strategies that maximize referral-driven growth across all SoFi products
• Integrate referral and virality strategies into marketing tentpoles (e.g., sponsorships, events, and brand campaigns) and Social & Community teams to amplify reach and engagement
• Develop and optimize audience strategies for key segments (e.g., students, military, and other affinity groups) to increase referral rate and participation
• Analyze performance data to identify opportunities across the referral funnel, including referral rate, referrals per member, and conversion rates
• Use testing and experimentation to continuously improve user experience, messaging, and program effectiveness
• Conduct market research and competitive analysis to ensure SoFi’s referral program remains best-in-class
• Communicate insights, performance, and opportunities to cross-functional partners and senior leadership

Requirements

• 5+ years of experience in marketing, growth marketing, product marketing, or related fields
• Proven ability to execute and scale marketing programs in a fast-paced, performance-driven environment
• Strong analytical mindset with experience using data to drive decisions and optimize performance
• Experience working cross-functionally with Product, Engineering, and Marketing teams
• Ability to manage complex projects and drive initiatives forward in ambiguous, evolving environments
• Strong communication skills, with the ability to influence stakeholders and contribute to strategic discussions
• Customer-first mindset with an understanding of user behavior, engagement, and conversion dynamics
• Demonstrates knowledge of, adherence to, and responsibility for compliance with applicable regulations and laws
• Experience in the Finance industry a plus

Preferred

• Experience with referral marketing, viral growth loops, or lifecycle marketing programs
• Familiarity with experimentation frameworks (A/B testing, funnel optimization, segmentation)
• Experience in fintech or other consumer-facing, high-growth industries
• Exposure to data tools or platforms (e.g., Tableau, Amplitude, Snowflake, or similar)