Senior Lifecycle Marketing Manager

SoFi•Cottonwood Heights, UT

About The Position

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.

Requirements

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 Haves

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.

Responsibilities

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.