Product Marketing Lead, New Products

About Upstart

Upstart is the leading AI lending marketplace partnering with banks and credit unions to expand access to affordable credit. By leveraging Upstart's AI marketplace, Upstart-powered banks and credit unions can have higher approval rates and lower loss rates across races, ages, and genders, while simultaneously delivering the exceptional digital-first lending experience their customers demand. More than 80% of borrowers are approved instantly, with zero documentation to upload.

Upstart is a digital-first company, which means that most Upstarters live and work anywhere in the United States. However, we also have offices in San Mateo, California; Columbus, Ohio; and Austin, Texas.

Most Upstarters join us because they connect with our mission of enabling access to effortless credit based on true risk. If you are energized by the impact you can make at Upstart, we’d love to hear from you!

The Team

The Growth Team is in charge of expanding Upstart’s reach to the millions of Americans without access to affordable credit. We are energized by the prospect of breaking ground in our field and making a positive impact on people’s financial lives. We are looking for a full-stack growth marketing manager, who can help us grow our new products sustainably through compelling and creative ways.

As the Product Marketing Lead –, you will lead product marketing for our newest product putting technology to work for everyday Americans. Every year, millions of people turn to high-cost payday and cash advance loans to cover short-term needs, often paying excessive fees and interest to make ends meet. Our mission is to build products that help our customers stabilize their lives and build real financial security. You’ll drive the growth strategy, go-to-market execution, and customer adoption plan from the ground up, shaping how borrowers discover, understand, and repeatedly use the product. This is a high-impact role for someone who can translate insights into action, and who thrives in fast-moving, zero-to-one environments.

Position Location - This role is available in the following locations: Remote

Travel Requirements - As a digital first company, the majority of your work can be accomplished remotely. The majority of our employees can live and work anywhere in the U.S but are encouraged to to still spend high quality time in-person collaborating via regular onsites. The in-person sessions’ cadence varies depending on the team and role; most teams meet once or twice per quarter for 2-4 consecutive days at a time.

How you’ll make an impact:

• Own the growth goal and go-to-market strategy for a mobile-only lending product: Lead the strategy and execution to drive acquisition, engagement, and funded loans through Upstart’s app. You’ll be responsible for identifying the most impactful growth levers and collaborating cross-functionally to activate them.
• Define and evolve product positioning and messaging to maximize clarity, trust, and adoption. You'll craft compelling narratives and value props that resonate with mobile-first borrowers and differentiate the product in a competitive landscape.
• Drive mobile acquisition and retention: Partner with lifecycle, performance marketing, and creative teams to launch integrated campaigns that grow app installs, boost engagement, and increase repeat usage.
• Partner on borrower and market insights: Work closely with our Consumer Insights team to translate qualitative and quantitative research into actionable marketing strategies. Use insights to shape positioning, messaging, and the borrower experience.
• Support in-app journey optimization: Partner with Product and Design teams to identify friction points in onboarding and application flows. Contribute to testing and refinement efforts that aim to improve conversion and enhance borrower engagement.
• Measure what matters: Define success metrics and continuously track performance across acquisition, activation, and retention. Use data to drive iteration, clearly communicate impact, and make decisions grounded in business outcomes.Develop a deep understanding of how the product generates revenue and what levers impact profitability. Use that knowledge to guide marketing strategy and optimize spend for long-term, sustainable growth.
• Stay ahead of market trends: Monitor the competitive landscape and emerging consumer behaviors to inform positioning and marketing strategy.

What we’re looking for:

Minimum requirements:

• 10+ years of experience in growth or product marketing for consumer-facing technology products, ideally mobile-first
• Demonstrated success driving acquisition and engagement for app-based products
• Experience owning go-to-market strategy and growth for a new or early-stage product
• Strong understanding of key financial drivers including LTV, CAC, payback periods, and unit economics
• Experience managing or influencing a product P&L and making prioritization decisions based on business impact
• Proven ability to use data and insights to shape positioning, improve conversion, and influence roadmap
• Effective cross-functional collaborator with Product, Growth, Analytics, and Creative teams

Preferred qualifications:

• Experience working on or marketing subscription-based products
• Familiarity with mobile growth tools and tactics (e.g., MMPs, ASO, push, in-app messaging, mobile funnel optimization)
• Background in fintech or highly regulated industries
• Ability to operate independently in fast-paced, ambiguous environments and drive outcomes
• Skilled in crafting messaging that drives acquisition, onboarding, and engagement
• Strong written and verbal communication skills with an ability to simplify complex concepts

At Upstart, your base pay is one part of your total compensation package. The anticipated base salary for this position is expected to be within the below range. Your actual base pay will depend on your geographic location–with our “digital first” philosophy, Upstart uses compensation regions that vary depending on location. Individual pay is also determined by job-related skills, experience, and relevant education or training. Your recruiter can share more about the specific salary range for your preferred location during the hiring process.

In addition, Upstart provides employees with target bonuses, equity compensation, and generous benefits packages (including medical, dental, vision, and 401k).

United States | Remote - Anticipated Base Salary Range

$155,500—$215,100 USD

Upstart is a proud Equal Opportunity Employer. We are dedicated to ensuring that underrepresented classes receive better access to affordable credit, and are just as committed to embracing diversity and inclusion in our hiring practices. We celebrate all cultures, backgrounds, perspectives, and experiences, and know that we can only become better together.

If you require reasonable accommodation in completing an application, interviewing, completing any pre-employment testing, or otherwise participating in the employee selection process, please email _candidate_accommodations@upstart.com

_https://www.upstart.com/candidate_privacy_policy