Social Finance Inc. has hired Joanne Bradford, a veteran of the technology and media industries, as chief operating officer.

The San Francisco marketplace lender, known as SoFi, said Bradford will oversee the consumer-facing parts of the company. Those areas include partnerships, marketing and business development.

Bradford will also oversee SoFi's member services programs, including a division that provides job counseling to the company's customers.

Nino Fanlo formerly served as both chief financial officer and chief operating officer at SoFi. He will continue in his role as the firm's CFO.

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Bradford worked most recently as head of partnerships for the social media site Pinterest, according to her LinkedIn profile. She's also worked in marketing-related jobs at Yahoo, Microsoft, Demand Media and BusinessWeek, and served as president of the San Francisco Chronicle.

SoFi launched in 2011 with a student loan refinance product for graduates of selective colleges. Since then, the firm has started cross-selling personal loans and mortgages. SoFi said that it has originated more than $3 billion in loans over the last year.