Lifecycle Marketing Manager

The role

As a Lifecycle Marketing Manager, you will support SoFi Invest member activation and onboarding and help optimize existing programs and develop new programs for new products and product features. We are looking for a skilled marketing professional who can develop and execute lifecycle marketing plans and work cross-functionally with product marketing, product, tech ops, creative, data science, and business leads to deliver shared business OKRs. This individual will leverage data-driven insights to deliver meaningful business outcomes by driving relevant and personalized communications during the Activation and Onboarding stage of the customer lifecycle.

What you’ll do:

• Support the development and execution of lifecycle strategies to drive activation for new SoFi Invest accounts — including initial funding, first trades, and other key onboarding actions.
• 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 and launch personalized, multi-channel campaigns (email, push, in-app, SMS) to guide members through early stages of their SoFi Invest journey.
• Contribute to and manage an experimentation roadmap for mid-funnel activation 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 and recommendations for ongoing optimizations 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) 
• 3-4 years of direct-to-consumer lifecycle management experience including email, in-app, push, and SMS.
• A proven track record of driving lifecycle marketing strategy with a focus on activation—leading onboarding and early engagement programs that convert new accounts 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 testing of value propositions.
• Solution-oriented mindset with the ability to navigate blockers and drive work forward in a fast-paced environment
• 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