Responsibilities

• Develop, execute, and continuously optimize a multi-channel acquisition strategy across direct mail, lead generator platforms (Credit Karma, LendingTree, etc.), and SEO/SEM.
• Implement and oversee campaign automation, audience segmentation, trigger-based journeys, and reporting in Salesforce Marketing Cloud (SFMC); leverage SFMC to deliver efficient, targeted growth across the customer lifecycle.
• Collaborate with product and data science teams to identify key customer segments, lifecycle triggers, and product fit opportunities.
• Implement a robust testing framework (A/B, incrementality, multivariate) to drive campaign conversion lift and efficiency.
• Lead the design and optimization of cross-sell and upsell campaigns,
• Partner with internal teams and external agencies to refine targeting, offers, and channel mix.
• Evaluate effectiveness of spend and manage marketing budgets based on performance metrics such as CAC, ROI, conversion rate, and payback period.
• Implement and ensure tracking of key metrics (full-funnel, repeat engagement. etc.), and develop dashboards and attribution models.
• Conduct regular business reviews, and provide performance and forecast reporting on a regular basis, translating data into actionable insights for leadership and cross-functional teams.
• Partner with various teams to build and execute clean and actionable data feeds between CRM and SFMC.