Principal Brand Strategist

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Who we are:

Shape a brighter financial future with us.

Together with our members, we’re changing the way people think about and interact with personal finance.

We’re a next-generation fintech company using innovative, mobile-first technology to help our millions of members reach their goals. The industry is going through an unprecedented transformation, and we’re at the forefront. We’re proud to come to work every day knowing that what we do has a direct impact on people’s lives, with our core values guiding us every step of the way. Join us to invest in yourself, your career, and the financial world.

The role

We are looking for a Principal Brand Strategist to join our marketing team and help lead the development of brand strategies around key opportunities that will drive growth for our burgeoning brand and product portfolio. As a Brand Strategy Director, you will use data to develop informed messaging strategies and campaigns to increase the impact of marketing on specific business objectives. Your work will focus on both short-term wins and improving the long-term perceptions that drive customer behavior and support the overall SoFi brand. Using internal customer data, qualitative and quantitative research, segmentation, competitive analysis, creative testing, and assessment of previous marketing performance/investments, you will distill actionable insights to effectively differentiate and position SoFi and drive campaigns to execute against those insights. 

As a Principal Brand Strategist, you will provide the learning and recommendations that inform annual marketing plans, foundational product messaging strategy, strategic creative briefs that identify target consumer segments, key insights, potential channels, etc. You will serve as a single source of truth on the brand team for customer behaviors, insights and trends and will act as a key liaison with Product Marketing, Creative, Media, and Product Design to develop both value propositions and campaign executions in support of earned media and advertising. You’ll partner with these teams to ensure our brand mission comes through at every step of the member journey, including throughout the in-app member experience. You will also serve as a key leader on the brand team managing developing our brand strategy talent. Engagements and outputs are diverse, so flexibility and broad marketing experience are ideal.

What you’ll do:

• Develop compelling product narratives based on tangible data insights 
• Contribute to foundational brand and product strategy documents 
• Develop inspirational briefs that result in great creative 
• Lead cross-functional brand campaigns from opportunity identification, to execution, to measurement
• Work with brand and product leaders to develop messaging hierarchies for key product launches and campaigns
• Distill audience, cultural, and contextual analysis––including customer and category knowledge gaps
• Lead marketing research practice, educating internal teams on tools and best practices, and advising on research methodologies to drive key marketing briefs and decisions
• Develop and execute research plans for supplemental qualitative and quantitative research to develop new insights and implications/opportunities
• Author strategic creative briefs with relevant customer insights to Creative and Media teams 
• Facilitate planning and ideation sessions
• Build and substantiate impactful marketing/advertising claims and campaigns
• Use performance data to drive strategy, execution, and optimization
• Work with Media teams to translate learnings into appropriate media investments and identify new opportunities 
• Partner with Social, Product, Design, Performance, Member Experience teams and more to activate the SoFi brand across all consumer-facing touchpoints
• Manage and develop talent in our growing brand strategy group

What you’ll need:

Characteristics: 

• Creative analytical marketer with penchant for telling stories supported by data 
• Detail-oriented creative problem solver with a passion for branding, marketing communications and advertising 
• You roll up your sleeves and take action, thriving in fast-paced environments managing across multiple shifting priorities 
• You have a proven track record of leading through influence and delivering persuasive presentations to senior leadership 
• You enjoy working on collaborative cross-functional teams
• You are comfortable in a performance-based environment

Qualifications / Skills