📌 Core Information
🔹 Job Title: Senior Lifecycle Marketing Manager
🔹 Company: SoFi
🔹 Location: Cottonwood Heights, UT & San Francisco, CA
🔹 Job Type: On-site
🔹 Category: Financial Services
🔹 Date Posted: May 7, 2025
🔹 Experience Level: Mid-Senior level (5-10 years)
🔹 Remote Status: On-site (with potential hybrid options)
🚀 Job Overview
Key aspects of this role include:
- Driving engagement, awareness, and product usage across SoFi Member Benefits
- Focusing on SoFi Plus, the premium membership offering, and SoFi Travel
- Developing and executing data-driven lifecycle marketing strategies
- Collaborating cross-functionally with various teams to align on shared goals
- Analyzing campaign performance and presenting actionable insights
ASSUMPTION: This role requires a strong background in lifecycle marketing and a deep understanding of customer lifecycle stages to drive behavior at each touchpoint.
📋 Key Responsibilities
✅ 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
ASSUMPTION: This role requires a high level of organization and the ability to manage multiple initiatives simultaneously in a fast-paced environment.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Business, or a related field (or equivalent experience)
Experience: 6+ years of experience in lifecycle marketing, CRM, or engagement marketing—ideally in a subscription or membership-based business
Required Skills:
- 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
Preferred Skills:
- MBA or other advanced degrees
- Previous finance, tech, and insurance industry experience
ASSUMPTION: While not explicitly stated, proficiency in SQL or other data querying languages may be beneficial for this role.
💰 Compensation & Benefits
Salary Range: $120,000 - $160,000 per year (based on industry standards for a Senior Lifecycle Marketing Manager in the Financial Services sector)
Benefits:
- Comprehensive and competitive benefits package (visit Benefits at SoFi for details)
- 401(k) plan with company match
- Health, dental, and vision insurance
- Flexible spending accounts (FSA)
- Employee stock purchase plan
- Paid time off (vacation, sick, and holidays)
- Maternity and paternity leave
- Employee discounts on SoFi products and services
Working Hours: Full-time (40 hours per week), with potential for flexible hours or hybrid work arrangements
ASSUMPTION: The provided salary range is an estimate based on industry standards and may vary depending on individual factors such as experience, skills, and location.
📌 Applicant Insights
🔍 Company Context
Industry: SoFi operates in the competitive and rapidly evolving Financial Services industry, focusing on providing modern financial products and services to help members achieve financial independence.
Company Size: SoFi is a mid-sized company with 1,001-5,000 employees, providing ample opportunities for collaboration and growth. As a mid-sized company, SoFi offers the benefits of a larger organization while maintaining a startup-like culture.
Founded: SoFi was founded in 2011 and has since grown to become a leading online personal finance company, offering a range of products and services, including student loan refinancing, mortgages, personal loans, and wealth management.
Company Description:
- SoFi is a values-driven company on a mission to help its members get their money right
- They create modern financial products and services that help people borrow, save, spend, invest, and protect their money better
- SoFi aims to help its members achieve financial independence and realize their ambitions
Company Specialties:
- Refinancing Student Loans
- Student Loan Consolidation
- Mortgages
- Mortgage Refinancing
- Personal Loans
- MBA Loans
- Wealth Management
- Life Insurance
- Career Strategy
- and personal finance
Company Website: SoFi
ASSUMPTION: SoFi's mission and values-driven approach to financial services set it apart from traditional financial institutions, focusing on providing personalized and engaging experiences for its members.
📊 Role Analysis
Career Level: This role is at the mid-senior level, requiring a significant amount of experience and expertise in lifecycle marketing.
Reporting Structure: The Senior Lifecycle Marketing Manager will report directly to the Head of Lifecycle Marketing and work closely with various cross-functional teams, including Product, Product Marketing, Lifecycle Tech Ops, Creative, Data Science, and Business Unit leads.
Work Arrangement: This role is primarily on-site, with potential for hybrid work arrangements. The specific work arrangement may be discussed during the interview process.
Growth Opportunities:
- As SoFi continues to grow and expand its product offerings, there will be opportunities for the Senior Lifecycle Marketing Manager to take on additional responsibilities and advance their career within the company
- SoFi's focus on data-driven decision-making and continuous improvement provides ample opportunities for professional development and skill-building
- Working closely with various cross-functional teams will expose the Senior Lifecycle Marketing Manager to different aspects of the business, fostering a well-rounded understanding of SoFi's operations
ASSUMPTION: The Senior Lifecycle Marketing Manager role offers significant growth potential, both in terms of career advancement and skill development, as SoFi continues to expand and innovate in the financial services space.
🌍 Location & Work Environment
Office Type: SoFi's offices are modern, collaborative workspaces designed to foster innovation and creativity. The Cottonwood Heights, UT office is located in the Salt Lake City metropolitan area, while the San Francisco, CA office is situated in the heart of the city's financial district.
Office Location(s): 2750 E Cottonwood Parkway, 300, Cottonwood Heights, UT 84121 & 234 1st St, San Francisco, CA 94105
Geographic Context:
- The Cottonwood Heights office is situated in a suburban area with easy access to outdoor recreation and a short commute to downtown Salt Lake City
- The San Francisco office is located in the city's financial district, offering convenient access to public transportation and nearby amenities
Work Schedule: The work schedule for this role is primarily Monday through Friday, with core hours of 9:00 AM to 5:00 PM. However, the specific work schedule may be discussed during the interview process and may vary depending on the team's needs and the individual's role within the organization.
ASSUMPTION: SoFi's offices provide a collaborative and engaging work environment, with ample opportunities for professional growth and development. The specific office location may impact the work schedule and commute time for the successful candidate.
💼 Interview & Application Insights
Typical Process:
- Online application submission
- Phone or video screen with a member of the Talent Acquisition team
- Behavioral and technical interviews with cross-functional stakeholders
- Final interview with the hiring manager
- Background check and offer extension
Key Assessment Areas:
- Candidate's understanding of lifecycle marketing principles and strategies
- Candidate's ability to analyze data and translate insights into actionable strategies
- Candidate's collaboration and communication skills, particularly in a cross-functional setting
- Candidate's cultural fit with SoFi's values and mission
Application Tips:
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role
- Demonstrate your understanding of lifecycle marketing principles and strategies in your application materials
- Prepare for behavioral interview questions that focus on your experience with data-driven marketing campaigns and cross-functional collaboration
- Research SoFi's mission, values, and company culture to show your enthusiasm for the role and alignment with the organization's goals
ATS Keywords: Lifecycle Marketing, CRM, Engagement Marketing, Data-Driven Marketing, Collaboration, Customer Lifecycle Stages, Analytical Skills, Detail-Oriented, Organizational Skills, A/B Testing, Experimentation Frameworks, Product Marketing, Technical Skills, Member Experience, Campaign Management, Reporting, Insights Development
ASSUMPTION: SoFi's interview process is designed to assess the candidate's technical skills, cultural fit, and alignment with the company's mission and values. Applicants should be prepared to discuss their experience with data-driven marketing campaigns and cross-functional collaboration in detail.
🛠️ Tools & Technologies
- Lifecycle marketing platforms (e.g., Braze, Iterable, Salesforce Marketing Cloud)
- Data analysis and visualization tools (e.g., SQL, Tableau, Looker)
- Collaboration and project management tools (e.g., Asana, JIRA, Confluence)
- Email marketing tools (e.g., Mailchimp, Campaign Monitor, Constant Contact)
- Customer relationship management (CRM) software (e.g., Salesforce, HubSpot, Zoho CRM)
ASSUMPTION: The specific tools and technologies used by SoFi may vary depending on the team's needs and the individual's role within the organization. The successful candidate should be comfortable learning and adapting to new tools as needed.
👔 Cultural Fit Considerations
Company Values:
- Get Your Money Right: SoFi is committed to helping its members achieve financial independence and make informed decisions about their money
- Member Obsessed: SoFi prioritizes its members' needs and strives to create personalized and engaging experiences
- Stronger Together: SoFi fosters a collaborative and inclusive work environment, encouraging teamwork and open communication
- Excellence in Execution: SoFi sets high standards for its products, services, and internal processes, continuously seeking improvement and innovation
- Learn and Grow: SoFi values continuous learning and professional development, encouraging its employees to expand their skills and knowledge
Work Style:
- Data-driven: SoFi uses data to inform its decision-making and drive continuous improvement
- Collaborative: SoFi encourages cross-functional collaboration and open communication to achieve its goals
- Agile: SoFi operates in a fast-paced and dynamic environment, requiring employees to be adaptable and responsive to change
- Results-oriented: SoFi focuses on delivering measurable results and achieving its objectives
- Inclusive: SoFi values diversity and fosters an inclusive work environment that welcomes and supports employees from all backgrounds
Self-Assessment Questions:
- How do your personal values align with SoFi's mission and company values?
- Can you provide an example of a time when you used data to drive a marketing campaign or strategy, and what was the outcome?
- How have you approached collaboration and cross-functional teamwork in previous roles, and what was the result?
- How do you stay up-to-date with industry trends and best practices in lifecycle marketing, and how have you applied this knowledge in your previous roles?
ASSUMPTION: SoFi's company culture emphasizes data-driven decision-making, collaboration, and continuous learning. Applicants should be prepared to demonstrate their alignment with these values and work style preferences during the interview process.
⚠️ Potential Challenges
- The fast-paced and dynamic nature of the financial services industry may require the Senior Lifecycle Marketing Manager to adapt quickly to changes and prioritize effectively
- Working with multiple cross-functional teams may present challenges in coordinating efforts and aligning on shared goals
- The Senior Lifecycle Marketing Manager may face competition from other financial services providers and startups, requiring continuous innovation and differentiation
- The role may involve managing a high volume of campaigns and initiatives, requiring strong organizational skills and attention to detail
ASSUMPTION: The Senior Lifecycle Marketing Manager role presents unique challenges and opportunities, requiring a strong and adaptable candidate with a proven track record in lifecycle marketing and data-driven decision-making.
📈 Similar Roles Comparison
- Compared to other lifecycle marketing roles, this position focuses more on driving engagement, awareness, and product usage for SoFi's membership offerings, rather than acquisition or retention alone
- SoFi's focus on data-driven decision-making and continuous improvement sets it apart from traditional financial institutions, offering a more innovative and dynamic work environment
- Career paths for Senior Lifecycle Marketing Managers at SoFi may vary depending on the individual's skills, interests, and the organization's growth and expansion
ASSUMPTION: The Senior Lifecycle Marketing Manager role at SoFi offers a unique blend of responsibilities and opportunities, requiring a candidate with a strong background in lifecycle marketing and a passion for driving engagement and innovation in the financial services sector.
📝 Sample Projects
- Developing and executing a multi-channel campaign to drive first-time use and repeat bookings for SoFi Travel
- Analyzing member behavior and performance data to inform the optimization of SoFi Plus onboarding and re-engagement campaigns
- Collaborating with the Product Marketing team to launch a new feature or benefit for SoFi Plus, including the development and execution of targeted marketing campaigns
- Partnering with the Data Science team to build and maintain a reporting framework that surfaces meaningful insights and informs lifecycle marketing strategy
ASSUMPTION: The Senior Lifecycle Marketing Manager role at SoFi offers a wide range of projects and initiatives, requiring a candidate with a strong background in lifecycle marketing and a passion for driving engagement and innovation in the financial services sector.
❓ Key Questions to Ask During Interview
- Can you describe the team structure and reporting relationships for the Senior Lifecycle Marketing Manager role?
- How does SoFi approach collaboration and cross-functional teamwork, and what are the expectations for this role in that regard?
- What are the most significant challenges facing the Lifecycle Marketing team, and how can the Senior Lifecycle Marketing Manager contribute to addressing them?
- How does SoFi support the professional development and growth of its employees, particularly in the Lifecycle Marketing team?
- What are the key priorities for the Senior Lifecycle Marketing Manager role in the first 30, 60, and 90 days?
- How does SoFi measure the success of its lifecycle marketing campaigns, and what are the key performance indicators (KPIs) for this role?
ASSUMPTION: Applicants should use the interview process to gain a deeper understanding of the Senior Lifecycle Marketing Manager role, the team dynamics, and the company's expectations for success in this position.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role, with a focus on lifecycle marketing principles and strategies
- Prepare for behavioral interview questions that focus on your experience with data-driven marketing campaigns and cross-functional collaboration
- Research SoFi's mission, values, and company culture to show your enthusiasm for the role and alignment with the organization's goals
- Follow up with the hiring manager one week after your final interview to express your continued interest in the role and inquire about the next steps in the hiring process
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
