Director, Business Lead, At Work

The role:

As the BU Leader for At Work, you will be the primary architect of our employer-channel growth strategy. You will hold direct P&L responsibility and serve as the strategic bridge between market demands and our technical execution. In partnership with Engineering and Product organizations, you will define how we deliver world-class financial wellness and employee benefit solutions to modern workforces.

What you’ll do: 

• Drive P&L & Strategic Growth: Own the end-to-end financial performance of the At Work business unit, setting and achieving aggressive KPIs for revenue, user acquisition, and margin expansion.


• Team Management: Build, lead, and scale a high-performing sales and partnership success team by setting clear direction, outcomes, and KPIs. Drive accountability and execution at scale while developing talent, managing performance effectively, and fostering a strong, engaged culture aligned with SoFi’s growth and standards.


• Product & Engineering Partnership: Co-author the product roadmap with technical leadership, ensuring that our employer-facing platform and employee-facing platform are scalable, competitive, and mission-aligned.


• B2B2C Sales Leadership: Oversee the go-to-market and Sales  strategy and execution, collaborating with Marketing to penetrate the enterprise and mid-market employer segments.


• Cross-functional Orchestration: Lead a high-stakes matrixed environment, aligning Legal, Compliance, and Operations to ensure our benefit programs meet regulatory standards while maintaining a seamless user experience.


• Drive Sales via Product Partnership: Collaborate with SoFi’s consumer product teams to design integrated features that incentivize employees to deepen their relationship with the SoFi platform, turning the "At Work" channel into a primary engine for high-quality member growth.


• Strategic Ecosystem Development: Identify, negotiate, and manage third-party partnerships (e.g., HRIS integrations, benefit providers).


• Data-Driven Iteration: Utilize deep data analytics to monitor program health, running experiments to optimize the "flywheel" between employer adoption and individual employee engagement.

What you’ll need:

• Business Unit Leadership: 10+ years of experience leading a business unit (GM, Product, or Growth), specifically within high-growth Fintech or technology environments. You have a proven track record of managing a full P&L and understanding the financial implications of product and strategic decisions.


• Strategic Sales & Partnership Excellence: 10+ years experience in B2B2C sales leadership and partner management. You possess the ability to translate complex product visions into compelling narratives that resonate with executive-level external partners and internal stakeholders.


• Team Management: Proven experience leading, and scaling high-performing and engaged teams in a growth-oriented environment, with demonstrated success driving outcomes through others.


• Ecosystem & Platform Thinking: Proven success managing "platform" or "gateway" businesses where one side of the market (Employers) serves as the primary engine for consumer acquisition (Employees).


• Domain Expertise: Deep knowledge of the Employee Benefits, HR Tech, or B2B2C space is highly preferred. 


• Analytical Rigor: A data-driven approach to decision-making. You are comfortable using deep analytics to find clarity in ambiguous market signals and running experiments to optimize the "flywheel" of user engagement.


• Collaborative Influence: Experience co-authoring roadmaps with Product and Engineering teams and leading cross-functional groups in a high-stakes, matrixed environment.


• Growth & Mission Alignment: A passion for financial wellness and a growth mindset that leverages product features—rather than just marketing—to drive user behavior and cross-sell opportunities.