Web Marketing Lead

Plaid•San Francisco, NY

About The Position

Plaid is dedicated to empowering the transformation of how people interact with their finances by building tools and experiences for thousands of developers. Plaid powers the tools millions of people rely on for a healthier financial life, working with thousands of companies like Venmo, SoFi, Fortune 500 companies, and large banks to connect financial accounts to apps and services. Plaid's network covers 12,000 financial institutions across the US, Canada, UK, and Europe. Founded in 2013, Plaid is headquartered in San Francisco with offices in New York, Washington D.C., London, and Amsterdam. The Web Marketing Team at Plaid is a collaborative, user-first team that partners closely with Product, Engineering, Design, Sales, and Marketing to bring Plaid's solutions to market and scale their global adoption. This role seeks a Web Marketing Lead to own and evolve plaid.com into a best-in-class growth engine for product discovery, education, and conversion. This individual will define how millions of developers, businesses, and consumers first experience Plaid and how that interest translates into product adoption, qualified pipeline, and revenue. Sitting within the Growth Marketing organization, this role operates at the intersection of marketing, product, and data, treating the website as a dynamic, experiment-driven product. The lead will define strategy, drive execution, and build a high-performing team to continuously improve the end-to-end web journey from first touch through activation, including owning Plaid's organic search and answer engine presence. This is a hands-on leadership role for someone comfortable with strategy and CMS, excited about turning website data into conversion lift.

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 – you can point to specific CRO wins, organic traffic improvements, or conversion rate lifts you've owned end-to-end.
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 – you can translate web strategy into terms that resonate with engineers, PMMs, and executives alike.
A bias toward experimentation: you form hypotheses, test them, and iterate quickly without needing to be perfect out of the gate.

Nice To Haves

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 – enough to diagnose issues and move faster with engineering.
Background in international or multi-market web strategy.
Experience with CDPs (Segment) or marketing automation platforms (HubSpot, Marketo).

Responsibilities

Own plaid.com as a Growth and Revenue Engine
Define the growth strategy and roadmap for plaid.com, owning performance across product pages, docs entry points, campaign landing pages, and conversion surfaces – while partnering with Brand, Content, and Design on the vision and experience for flagship pages like the homepage.
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 our blog.
Act as the internal expert on web performance, user journeys, and competitive benchmarks – setting the bar for what great looks like.
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 – running structured workflows that keep the team moving quickly without sacrificing quality.
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 – forming hypotheses, running tests, and iterating fast.
Drive operational excellence through scalable systems, including automation of page creation, testing, and optimization workflows.
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 (self-serve, docs-driven journeys) and business buyers (solution evaluation and sales handoff).
Use user research, behavioral analytics, and market insights to inform messaging, information architecture, and UX across the site.
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, including our homepage experience and iterating on Plaid’s story through the lens of web.
Partner with Product Marketing to translate product strategy and positioning into clear, high-impact web experiences – bringing together different product areas into cohesive plans
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) — ensuring proper GTM setup, pixel management, and event tracking.
Ensure SEO/AEO best practices are built into every web initiative: technical hygiene, structured data, page speed, and content architecture.
Work with RevOps and Marketing Ops to ensure web form integrations, lead routing, and attribution are functioning cleanly.