The role

We’re hiring a Lifecycle Marketing leader to own the strategy for one of SoFi’s newest and most ambitious ventures: Home Equity products. Embedded deeply with Product teams, you will drive incremental business growth by optimizing funnel conversion across the customer journey. This high-impact role transforms rich member data into effective campaigns at scale while steering cross-functional partners across Product, Creative, and Data Science. This is a critical opportunity to navigate ambiguity and deliver outsized results in a high-growth vertical.

What you’ll do:

• Lead the development of automated multi-channel workflows (email, push, in-app, SMS) based on member behaviors and lifecycle stages.
• Drive campaign automation and personalization, leveraging performance insights to build and optimize high-performing evergreen and ad-hoc programs.
• Own a rigorous, full-funnel experimentation roadmap to optimize conversion and revenue, leveraging our new experimentation suite. 
• Partner with Product Marketing, Data, and Design to develop marketing strategies that align with broader Home Equity business goals.
• Collaborate with Marketing Tech Ops to oversee technical execution and champion the use of AI-driven insights for hyper-personalization. 
• Design educational content and personalized strategies to help members navigate the complexities of the lending market.
• Analyze trends and develop reporting frameworks to socialize actionable insights and learnings across the organization.

What you’ll need:

• 8+ years of D2C lifecycle management, with a track record of optimizing for down-funnel conversion and revenue.
• A structured approach to problem-solving and the ability to derive strategic conclusions from large amounts of data.
• Hands-on experience with comprehensive CRM/marketing automation tools like Braze, Mailchimp, or similar systems.
• Deep knowledge of A/B testing methodologies and experience managing a high-velocity testing roadmap.
• Experience leveraging AI-driven insights or machine learning models to enhance audience segmentation.
• The ability to operate independently and thrive in a fast-paced, dynamic environment where priorities may shift.
• Excellent written and oral communication skills, with the ability to communicate channel strategy and insights crisply to various stakeholders.
• Experience in a regulated industry such as FinTech or banking is highly preferred.

Nice to have:

• Genuine interest in the lending and home equity space.
• MBA or other advanced degrees.
• Previous experience in finance, tech, or banking.
• Experience with Excel & SQL is a plus.

The role

We’re hiring a Lifecycle Marketing leader to own the strategy for our critical Home Loans (Mortgage) products. You will be responsible for driving business growth across the full customer lifecycle: acquisition, activation, onboarding, engagement, loyalty and retention.

This is not a conventional CRM role. You’ll set the vision, build new systems, and steer cross-functional partners and stakeholders across Product Marketing, EPD, Operations, Sales, Data Science and Executive Leadership through ambiguity and accelerated growth.

Your job isn’t just managing campaigns. You’ll wrangle complexity, push creative boundaries, and deliver outsized impact. You'll partner directly with senior stakeholders to define aggressive yet meaningful goals and help shape the future trajectory of one of our company’s most defining and impactful verticals.

What you’ll do:

• Develop comprehensive lifecycle marketing strategies to drive new loan originations.
• Collaborate with cross-functional teams, including product, product marketing, and business unit leadership to ensure alignment of marketing efforts with product and business goals.
• Plan personalized multi-channel (email, push, in-app, and SMS) lifecycle marketing campaigns that drive initial interest through customer journeys.
• Design and deploy educational content strategies to help members navigate the complexity of the lending market.
• Manage a rigorous experimentation roadmap for full-funnel program performance, analyzing campaign performance and optimizing campaign performance based on key performance indicators (KPIs).
• Drive campaign automation and personalization, leveraging audience and performance insights to build and optimize high-performing always-on campaigns.
• Report on lifecycle channel, campaign and program performance, sharing insights with marketing and business leadership.
• Collaborate with the data science team to develop reporting frameworks, track marketing performance metrics, and provide actionable insights to stakeholders.
• Direct campaign priorities with Lifecycle Marketing Tech Ops. 

What you’ll need:

• Bachelor’s Degree, ideally in Business, Finance, Marketing, or a technical field (or equivalent experience) 
• 8+ years of direct-to-consumer lifecycle management experience including email, in-app, push, and SMS.
• Experience leveraging AI-driven insights or machine learning models to enhance audience segmentation, personalization, and campaign optimization.
• A proven track record of driving lifecycle marketing strategy with expertise in driving new growth through cross-sell and upsell, new member onboarding and retention activities at scale.
• Possess the ability to comfortably and independently operate in a dynamic market environment
• Strong analytical experience using various testing methodologies.
• Experience in directing creative decisions for lifecycle marketing and conducting rigorous testing of value propositions.
• Effective verbal and written communication skills.
• Experience presenting channel strategy and campaign results to cross-functional partners and executive leadership.
• Experience working in a regulated industry (FinTech, banking) is highly preferred.
• Genuine interest in the lending space.

Nice to have:

• MBA or other advanced degrees
• Previous finance, tech or banking experience