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PlaidPlaidSan Francisco, CA

Web Marketing Lead

Leads web marketing for plaid.com, owning strategy, team, experimentation, and optimization to drive developer/business acquisition, pipeline, and revenue. Requires 10+ years growth marketing experience, web analytics expertise, and cross-functional leadership.

179k – 304k
Hybrid10+ YOEGrowth Marketing

About the role

Responsibilities

  • Own plaid.com as a Growth and Revenue Engine: Define growth strategy and roadmap, own performance across product pages, docs, campaign landing pages, and conversion surfaces.
  • Be accountable for website-sourced pipeline, conversion, and revenue metrics.
  • Optimize homepage, product pages, docs entry points, campaign landing pages, and blog.
  • Act as internal expert on web performance, user journeys, and competitive benchmarks.

Lead and Scale a High-Performing Team

  • Build, manage, and develop web marketing team across strategy, operations, SEO/AEO, content management, and experimentation.
  • Foster culture of ownership, velocity, and continuous learning.
  • Establish goals, processes, and operating rhythms.

Drive Experimentation and Continuous Optimization

  • Build experimentation program to improve conversion, activation, and self-serve growth.
  • Lead hypotheses, testing strategies, and measurement frameworks.
  • Drive operational excellence through automation of page creation, testing, and optimization.

Improve End-to-End User Journeys

  • Shape web experience from first visit through signup, demo request, or sales engagement.
  • Optimize for developer and business buyer audiences.
  • Use user research, behavioral analytics, and market insights to inform messaging, IA, and UX.

Own and Develop Central Web Narrative Strategy

  • Develop storytelling approach for website, including homepage.
  • Partner with Product Marketing to translate product strategy into web experiences.
  • Collaborate with Product, Engineering, Design, Growth Marketing, Sales, and Brand.

Drive Technical Excellence

  • Own web tech stack (CMS, tag management, analytics).
  • Ensure SEO/AEO best practices: technical hygiene, structured data, page speed.
  • Work with RevOps and Marketing Ops on form integrations, lead routing, and attribution.

Qualifications

Must have:

  • 10+ years in growth marketing, web marketing, or product-led growth roles with leadership.
  • Proven track record owning/scaling website as growth/revenue channel (CRO wins, organic traffic, conversion lifts).
  • Experience driving pipeline, conversion, product adoption via web optimization/experimentation.
  • Strong leadership building/managing teams.
  • Deep expertise in web analytics (GA4, Mixpanel), A/B testing (Optimizely, VWO), experimentation frameworks.
  • Cross-functional experience with Product, Engineering, Design, Sales.
  • Excellent communication skills.
  • Bias toward experimentation.

Nice to have:

  • B2B SaaS, fintech, developer-facing products.
  • PLG and sales-assisted growth.
  • Optimizing technical/API-driven websites.
  • SEO/AEO, lifecycle marketing, growth experimentation.
  • Modern CMS (Contentful, Optimizely, Webflow).
  • HTML/CSS knowledge.
  • International/multi-market web strategy.
  • CDPs (Segment) or marketing automation (HubSpot, Marketo).","locations":["San Francisco, CA"],"country":"United States","work_type":"hybrid","employment_type":"FULL_TIME","salary_min">178800

Skills

Ga4MixpanelOptimizelyVwoContentfulWebflowSEOA/B TestingHTMLCSSSegmentHubSpotMarketoGoogle Tag Manager

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