The Industry PMM team is responsible for cross-product selling to specific industry audiences, and the close partner to our GTM organization. They help our sales organization speak in terms of customer needs. Members of this team are experts in customer problems that we solve and the dynamics of the markets we sell into.
As an Industry PMM at Plaid, you will own the marketing strategy and GTM execution for one or more target verticals. You will be the resident expert on the customers we serve in your industries — their problems, their buying dynamics, and how Plaid’s cross-product solutions address their most pressing needs. You will own the outbound campaign strategy for your industries — defining the audience, channel mix, and messaging, then partnering with channel owners across Marketing to bring it to life. You will build the narratives, sales tools, and campaign assets that help Plaid’s GTM teams win in your industries, grounding everything in real customer insight and field feedback.
Responsibilities
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Develop and own audience-specific messaging, positioning, and narrative for your assigned industries, ensuring Plaid’s cross-product value is clearly communicated in terms that resonate with target buyers.
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Lead outbound campaign strategy for your industries: write the brief, define the target audience and channel mix (paid, email/lifecycle, content, events, ABM, and social), develop the messaging, and partner with channel owners to execute. Measure results and iterate.
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Build and maintain GTM collateral: pitch decks, one-pagers, battle cards, email cadences, and other sales enablement materials that help our GTM teams sell more effectively.
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Serve as a key feedback loop between GTM and Product/Marketing: capture themes from the market, package them clearly, and bring them to the teams who can act on them.
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Track full-funnel performance for your verticals across all active channels, identify what’s driving or dragging results, and use those insights to recommend changes to messaging, targeting, channel mix, or program investment.
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Collaborate with Product Area PMMs on the launch and distribution of new products to your industry audiences at the right stage of the launch lifecycle.
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Develop and maintain ICPs for your industries that are distributed and used across the company.
Qualifications
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4–6 years in product marketing, industry marketing, or a closely related B2B GTM function.
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Proven experience owning outbound B2B marketing campaigns end-to-end: from brief and audience definition through channel selection, messaging, launch, and post-campaign analysis.
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Working knowledge of multiple outbound marketing channels (email/lifecycle, paid, content, events, ABM) and how they fit together in an integrated campaign.
- Excellent communication skills, with the ability to influence stakeholders through structured thinking and clear narratives.
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Data literacy with campaign and funnel metrics: able to read performance across channels (CTR, MQL volume, CVR, pipeline influence), diagnose what’s working, and make a clear recommendation on what to change and why.
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Familiarity with open banking, fraud prevention, payments, or lending.