Senior Lifecycle Marketing Manager, Home Equity

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, Sales, 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 Sales 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.