Lifecycle Marketing Manager
at SoFi
United States
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Who we are:
Shape a brighter financial future with us.
Together with our members, we’re changing the way people think about and interact with personal finance.
We’re a next-generation financial services company and national bank using innovative, mobile-first technology to help our millions of members reach their goals. The industry is going through an unprecedented transformation, and we’re at the forefront. We’re proud to come to work every day knowing that what we do has a direct impact on people’s lives, with our core values guiding us every step of the way. Join us to invest in yourself, your career, and the financial world.
The team
As a Lifecycle Marketing Manager, you will support one of SoFi’s largest business verticals, helping to optimize existing programs and develop new ones to nurture users through the process of funding a Personal Loan. We are looking for a skilled marketing professional who can develop and execute lifecycle marketing plans and work cross-functionally across Marketing, Product, and other business leads to deliver against shared business OKRs. Your goal will be to deliver meaningful business outcomes through data-driven insights and relevant, personalized communications and experiences.
What you’ll do:
- Lead the development and execution of lifecycle strategies to acquire new SoFi Personal Loan members.
- Collaborate with cross-functional teams, including Marketing, Product, Data Science, and Business Unit Leadership to ensure alignment of marketing efforts with product and business goals.
- Plan and launch personalized, multi-channel campaigns (email, push, in-app, SMS) to guide members through early stages of their SoFi Personal Loan journey.
- Contribute to and manage an experimentation roadmap for performance optimization, analyzing campaign performance and optimizing based on key performance indicators (KPIs).
- Drive campaign automation and personalization, leveraging audience and performance insights and integrating Intelligence tools 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 Data Science partners to develop reporting frameworks, track marketing performance metrics, and provide actionable insights and recommendations for ongoing optimizations to stakeholders.
- Direct campaign priorities with the Lifecycle Marketing Operations team.
What you’ll need:
- Bachelor’s Degree, ideally in Business, Finance, Marketing, or a technical field (or equivalent experience)
- 3 +years of direct-to-consumer lifecycle management experience including email, in-app, push, and SMS.
- CMS experience (ideally Braze)
- An ownership mindset with a proactive approach to problem-solving and a natural curiosity to explore new possibilities.
- A proven track record of driving lifecycle marketing strategy with a focus on leading acquisition and early engagement programs that convert new members into active and high-intent users.
- Strong analytical chops with experience using various testing methodologies.
- Experience in directing creative decisions for lifecycle marketing and conducting rigorous experimentation roadmaps.
- Comfort running at a fast pace and pivoting with changing business needs
- Effective verbal and written communication skills.
- Experience presenting channel strategy and campaign results to cross-functional partners and executive leadership.
Nice to have:
- MBA or other advanced degrees
- Previous tech or fintech industry experience
- Experience with Tableau, Amplitude and AI-led experimentation & optimization