Senior Lifecycle Marketing Manager, Home Equity

SoFi

SoFi

Marketing & Communications

California, USA · San Francisco, CA, USA · Washington, USA · New York, NY, USA · Utah, USA · Seattle, WA, USA · cottonwood heights, ut, usa

Posted on Apr 24, 2026
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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 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.
Compensation and Benefits
The base pay range for this role is listed below. Final base pay offer will be determined based on individual factors such as the candidate’s experience, skills, and location.
To view all of our comprehensive and competitive benefits, visit our Benefits at SoFi page!
SoFi provides equal employment opportunities (EEO) to all employees and applicants for employment without regard to race, color, religion (including religious dress and grooming practices), sex (including pregnancy, childbirth and related medical conditions, breastfeeding, and conditions related to breastfeeding), gender, gender identity, gender expression, national origin, ancestry, age (40 or over), physical or medical disability, medical condition, marital status, registered domestic partner status, sexual orientation, genetic information, military and/or veteran status, or any other basis prohibited by applicable state or federal law.
The Company hires the best qualified candidate for the job, without regard to protected characteristics.
Pursuant to the San Francisco Fair Chance Ordinance, we will consider for employment qualified applicants with arrest and conviction records.
New York applicants: Notice of Employee Rights
SoFi is committed to an inclusive culture. As part of this commitment, SoFi offers reasonable accommodations to candidates with physical or mental disabilities. If you need accommodations to participate in the job application or interview process, please let your recruiter know or email accommodations@sofi.com.
Due to insurance coverage issues, we are unable to accommodate remote work from Hawaii or Alaska at this time.
Internal Employees
If you are a current employee, do not apply here - please navigate to our Internal Job Board in Greenhouse to apply to our open roles.
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