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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
As a Lifecycle Marketing Manager within the SoFi Member Business Unit, you will play a critical role in driving engagement, awareness, and product usage across SoFi Member Benefits, with a dedicated focus on SoFi Plus, our premium membership offering. You will also lead the lifecycle strategy for SoFi Travel, which provides SoFi members with exclusive travel discounts through external partners.
In this role, you’ll develop and execute data-driven lifecycle marketing strategies that support growth, engagement, and member retention. You'll work cross-functionally with teams including Product, Product Marketing, Lifecycle Tech Ops, Creative, Data Science, and Business Unit leads to align on shared goals and drive measurable outcomes across the member lifecycle.
What You’ll Do
- Lead the lifecycle marketing strategy for SoFi Plus, focusing on driving member engagement, benefit awareness, and long-term retention.
- Own end-to-end lifecycle efforts for SoFi Travel, with a focus on driving first-time use, repeat bookings, and product stickiness.
- Develop and launch multi-channel campaigns (email, push, in-app) that guide members through onboarding, product discovery, and re-engagement.
- Partner with Engineering, Product Marketing, and Business stakeholders to ensure lifecycle strategies align with broader product and business goals.
- Build and maintain the strategy for automated and personalized lifecycle journeys, leveraging member behavior and performance insights to drive relevance and effectiveness.
- Manage an experimentation roadmap to test and optimize lifecycle campaigns across all funnel stages—from activation to retention and upsell.
- Analyze campaign and channel performance, report on key metrics, and present actionable insights to stakeholders and leadership.
- Identify opportunities to enhance the overall SoFi Plus experience through thoughtful, timely, and value-driven lifecycle touchpoints.
- Collaborate with the Data Science team to develop reporting frameworks and surface meaningful insights that inform strategy and planning.
- Direct priorities and collaborate closely with the Lifecycle Marketing Tech Ops team to ensure smooth and scalable campaign execution.
What We’re Looking For
- 6+ years of experience in lifecycle marketing, CRM, or engagement marketing—ideally in a subscription or membership-based business.
- Strong track record of driving measurable impact through targeted, data-driven marketing campaigns.
- Proficiency in lifecycle marketing platforms (e.g., Braze, Iterable, Salesforce Marketing Cloud) and experience with A/B testing and experimentation frameworks.
- Strong collaboration skills and experience working cross-functionally across product, marketing, analytics, and technical teams.
- Deep understanding of customer lifecycle stages and how to tailor messaging and campaigns to drive behavior at each touchpoint.
- Highly analytical with a test-and-learn mindset; comfortable translating data into insights and strategy.
- Detail-oriented, organized, and able to manage multiple initiatives simultaneously in a fast-paced environment.
- Passion for improving the member experience and making financial services more engaging, personalized, and rewarding.
Nice to have:
- MBA or other advanced degrees
- Previous finance, tech, and insurance industry experience
What the Team is Saying
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What We Do
SoFi wasn’t built to be a bank. Or a technology company. We were built for one mission: help people achieve financial independence so they can realize their ambitions. Redefining an entire industry isn’t easy work—and it’s not for the faint of heart. It takes a certain kind of team. People with diverse perspectives and expertise, united by a common sense of purpose. People willing to challenge assumptions but always do the right thing. People proving that innovation and responsibility don’t have to compete, but can come together to create something truly unconventional in the world. For the last eight years, we’ve been charting this new path forward. We call it The SoFi Way. At SoFi, we don’t just talk about culture: we live it. The SoFi Way is how we show up every day, how we make decisions, and how we build for our members, clients, and each other.
Why Work With Us
Together with our members, we’re changing the way people think about and interact with personal finance. We’re a next-generation Fintech company using innovative, mobile-first technology to help our members reach their goals. The industry is going through an unprecedented transformation, and we’re at the forefront.
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