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 financial services company and national bank 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
As a Principal Brand Strategist at SoFi, you will have the unique opportunity to lead strategic efforts across three critical areas that are vital to our brand's growth and success:
Key Brand Initiatives

• Lead brand-driven efforts to drive awareness, consideration, and engagement with key audiences. You'll spearhead the development and implementation of strategic platforms that resonate with valuable segments while creating impactful earned media moments. By understanding the unique needs and behaviors of these audiences, you'll ensure SoFi's brand and products effectively address their financial goals. Your work will be critical to positioning SoFi as the go-to choice for individuals seeking financial independence.

Product Marketing Strategy

• Oversee strategic initiatives for SoFi's key product lines. Collaborating closely with product marketing managers and the Creative Studio, you will drive the creation of briefs, strategies and campaigns that elevate SoFi's product portfolio, accelerating growth and sharpening our competitive edge. Your insights will play a pivotal role in shaping product positioning, influencing marketing direction, and optimizing customer engagement strategies.

Brand-Led Research and Brand Management

• Lead our qualitative research efforts with external research vendors, and manage the development of core brand assets such as the Brand Book and Brand Visual Identity alongside the Creative Studio. As a key custodian of SoFi's brand identity, you'll ensure coherence and impact across all member touchpoints. Your research will directly inform strategic decision-making, guide creative processes, and ensure that SoFi's brand deeply resonates with our target audience.

What you'll do

• Lead an insight-driven approach to developing compelling strategic brand and product narratives and platforms.
• Develop inspirational creative briefs and creative strategies that unlock best-in-class creative work.
• Lead cross-functional brand and product campaigns, working closely with Creative Studio and business unit leaders.
• Craft earned media moments that put SoFi at the heart of culture and drive conversation.
• Lead audience research working with 3rd-party vendors unearthing actionable new insights into our target.
• Collaborate on the data-driven measurement and reporting of campaigns and use these insights to improve both short-term and long-term performance.
• Lead competitor reviews and cultural analysis.
• Collaborate on messaging hierarchies and communication plans.
• Work with Media on the planning and implementation of creative work.
• Lead brand strategy workshops.
• Contribute to foundational brand and product strategy documents.
• Mentor and develop talent within the brand strategy group.

What you'll need
Characteristics:

• Insight-Driven Storyteller: A creative and analytical thinker who can craft compelling stories from data.
• Passionate Advocate for Branding and Marketing: Deeply passionate about branding, marketing communications, and advertising, with a keen understanding of how to engage audiences and drive product success in the financial space.
• Proactive Problem Solver: Thrives in fast-paced environments, with a proven ability to manage multiple priorities.
• Influential Leader: A strong communicator who can lead through influence, delivering persuasive presentations, especially in areas critical to SoFi's growth.
• Collaborative Team Player: Enjoys working on cross-functional teams with multiple stakeholders.

Qualifications / Skills:

• Bachelor's degree.
• 12+ years experience in brand and creative strategy for consumer brands.
• Excellent oral and written communication skills and an ability to influence others.
• Experience writing and critiquing creative briefs.
• Comfort presenting in front of senior leadership.
• Strong understanding of qualitative and quantitative research methodologies.
• Ability to use data in the measurement and reporting of campaign effectiveness.
• Experience in digital, social and influencer strategy is a plus.

Compensation and Benefits
The base pay range for this role is listed below. Final base pay offer will be determined based on individual factors such as the candidate's experience, skills, and location.
To view all of our comprehensive and competitive benefits, visit our Benefits at SoFi page!
SoFi provides equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, religion (including religious dress and grooming practices), sex (including pregnancy, childbirth and related medical conditions, breastfeeding, and conditions related to breastfeeding), gender, gender identity, gender expression, national origin, ancestry, age (40 or over), physical or medical disability, medical condition, marital status, registered domestic partner status, sexual orientation, genetic information, military and/or veteran status, or any other basis prohibited by applicable state or federal law.
The Company hires the best qualified candidate for the job, without regard to protected characteristics.
Pursuant to the San Francisco Fair Chance Ordinance, we will consider for employment qualified applicants with arrest and conviction records.
New York applicants: Notice of Employee Rights
SoFi is committed to embracing diversity. As part of this commitment, SoFi offers reasonable accommodations to candidates with physical or mental disabilities. If you need accommodations to participate in the job application or interview process, please let your recruiter know or email [email protected].
Due to insurance coverage issues, we are unable to accommodate remote work from Hawaii or Alaska at this time.
Internal Employees
If you are a current employee, do not apply here - please navigate to our Internal Job Board in Greenhouse to apply to our open roles.