Growth Marketing Manager, Referrals & Virality

The role:

SoFi is building a next-generation, high-impact growth channel focused on referrals and virality—and we’re looking for a Growth Marketing Manager to help shape and scale it.

This role sits at the center of a highly strategic initiative to drive exponential, organic member growth through referrals and peer-to-peer engagement. You’ll help define how millions of members discover, share, and advocate for SoFi across our ecosystem—including Checking & Savings, Invest, Crypto, Personal Loans, Student Loans, and more.

You’ll operate at the intersection of marketing, product, and data—partnering closely with Product, Engineering, Product & Lifecycle Marketing, and Business Unit teams to bring new referral experiences to life. From launching new referral constructs and integrating into major marketing moments, to influencing the roadmap of our referral platform, you’ll play a key role in scaling channel growth over the coming years.

This is a unique opportunity to build in a high-visibility space, navigate ambiguity, and help define the future of growth at SoFi.

What you’ll do: 

• Drive execution and performance of SoFi’s referrals and virality marketing initiatives, helping scale the channel into a major driver of member growth
• Partner closely with Product and Engineering to define requirements and influence the roadmap of our AI-enabled referral platform
• Lead end-to-end project management of key initiatives, including launching new referral program structures (e.g., incentives, gamification, sharing mechanics) and scaling existing ones
• Collaborate with Business Unit Marketing, Lifecycle Marketing, and Communications teams to develop and execute strategies that maximize referral-driven growth across all SoFi products
• Integrate referral and virality strategies into marketing tentpoles (e.g., sponsorships, events, and brand campaigns) and Social & Community teams to amplify reach and engagement
• Develop and optimize audience strategies for key segments (e.g., students, military, and other affinity groups) to increase referral rate and participation
• Analyze performance data to identify opportunities across the referral funnel, including referral rate, referrals per member, and conversion rates
• Use testing and experimentation to continuously improve user experience, messaging, and program effectiveness
• Conduct market research and competitive analysis to ensure SoFi’s referral program remains best-in-class
• Communicate insights, performance, and opportunities to cross-functional partners and senior leadership

What you’ll need:

• 5+ years of experience in marketing, growth marketing, product marketing, or related fields
• Proven ability to execute and scale marketing programs in a fast-paced, performance-driven environment
• Strong analytical mindset with experience using data to drive decisions and optimize performance
• Experience working cross-functionally with Product, Engineering, and Marketing teams
• Ability to manage complex projects and drive initiatives forward in ambiguous, evolving environments
• Strong communication skills, with the ability to influence stakeholders and contribute to strategic discussions
• Customer-first mindset with an understanding of user behavior, engagement, and conversion dynamics
• Demonstrates knowledge of, adherence to, and responsibility for compliance with applicable regulations and laws
• Experience in the Finance industry a plus

Nice to have:

• Experience with referral marketing, viral growth loops, or lifecycle marketing programs
• Familiarity with experimentation frameworks (A/B testing, funnel optimization, segmentation)
• Experience in fintech or other consumer-facing, high-growth industries
• Exposure to data tools or platforms (e.g., Tableau, Amplitude, Snowflake, or similar)