Senior Lifecycle Marketing Manager

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