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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 Senior Manager, Lifecycle Marketing to lead the lifecycle marketing strategy for our flagship product, Student Loan Refinancing. You and your team of 2 are responsible for driving business growth across the full customer lifecycle: acquisition, activation, onboarding, engagement, loyalty and retention.
This is not a conventional CRM role. You’ll set the vision, build new systems, and steer cross-functional partners and stakeholders across Product Marketing, EPD, Operations, Sales, Data Science and Executive Leadership through ambiguity and accelerated growth.
Your job isn’t just managing campaigns. You’ll wrangle complexity, push creative boundaries, and deliver outsized impact. You'll partner directly with senior stakeholders to define aggressive yet meaningful goals and help shape the future trajectory of one of our company’s most defining and impactful verticals.
What you’ll do:
- Influence: Earn trust from senior stakeholders through confident perspective, clear communication, and consistent delivery.
- Advocate: Champion the resourcing, tooling, and prioritization required to unlock the team’s full growth potential.
- Architect: Design big-picture lifecycle infrastructure that aligns strategic goals with technical and operational constraints at a system level.
- Navigate: Lead execution through complex, constraint-heavy environments by surfacing bottlenecks, influencing priorities, and proactively managing risk.
- Translate: Turn executive direction into clear, actionable lifecycle programs, articulating trade-offs, dependencies, and measurable outcomes.
- Motivate: Inspire your team with a bold, forward-looking vision that drives innovation while staying grounded in business impact.
- Collaborate: Work cross-functionally with Product Marketing, EPD, Sales, Operations, and Data Science to embed lifecycle logic across the customer experience.
- Mentor: Uplevel lifecycle maturity across the org by coaching beyond your team and shaping how lifecycle strategy is applied at scale.
- Communicate: Deliver strategic insights and program updates with clarity and confidence, especially to VP and C-suite stakeholders.
- Establish: Build and scale a rigorous culture of testing, iteration, and insight-driven lifecycle evolution.
What you’ll need:
- Bachelor’s Degree, ideally in Business, Finance, Marketing, or a technical field (or equivalent) ●
- 8+ years of lifecycle marketing, CRM, or growth experience in B2C digital products; fintech, subscription, or behavioral-change domains are strongly preferred.
- Scale: demonstrated experience delivering hyper-scale growth (3-10x YoY). ● Team Leadership: experience leading a high-performing junior and mid-level team (at least 2).
- Background in organizational change or helping teams adopt new ways of working, particularly during hyper-growth or post-reorg phases.
- A proven track record of bringing focus and stability to ambiguous, fast-changing, or high-pressure environments, in a matrixed or global organization.
- Ownership Scope: experience owning at least $100M+ in annual revenue and/or 60% of the business’ revenue.
- Deep expertise in lifecycle infrastructure and architecture: journeys, triggers, experiments, personalization, and user segmentation at scale.
- Fluent in martech and data: Braze, Amplitude, SQL database architecture
- Strong EQ and influence: ability to foresee and guide organizational change, not just adapt to it.
- A history of stepping into informal leadership roles outside your core remit — shaping culture, onboarding others, or leading cross-functional initiatives.
- Past role as a thought leader or internal evangelist for lifecycle or growth marketing — influencing strategy beyond team boundaries.
- A builder’s mindset with executive presence — equally comfortable creating new frameworks and confidently aligning cross-functional leaders around them.
Nice to have:
- Master’s degree in business administration, finance or technical field
- Background in fintech, behavioral economics, or industries requiring high trust and regulatory consideration.
- Passion for personal finance, economic empowerment, or mission-driven tech products.
- Familiarity with predictive or AI-driven journey orchestration, dynamic content systems, or real-time personalization.
- Proficiency in querying and interpreting data using SQL, Looker, or similar tools beyond standard dashboards.
- Demonstrated ability to scale lifecycle programs globally or across multiple product surfaces (e.g., web, mobile, in-product).
- Exposure to pricing, monetization, or revenue strategy work in collaboration with product or finance teams.
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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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Employees engage in a combination of remote and on-site work.
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