Head of Lifecycle & Brand Marketing

Title: Head of Lifecycle & Brand Marketing Location: United States

About the job: 

Reporting to the Chief Product & Marketing Officer you will collaborate with our executive leadership to lead a cohesively branded customer experience that enables responsible credit access to millions of Americans. The Head of Lifecycle & Brand Marketing will own the strategy and evolution of OppFi’s customer lifecycle, with a focus on customer acquisition and retention. You will be the key voice of the OppFi customer and the owner of the OppFi Brand including overseeing creative design and content. You will bring the Brand messaging to life through by managing the end-to-end lifecycle strategy across prospects, first time customers, repeat customers and disengaged customers connecting the dots at every stage in our customers journey. You will mentor and grow a team of lifecycle marketing managers, designers, and marketing technology and encourage and empower new idea generation and AI adoption.

Internally, this position will work closely with stakeholders across Product, Marketing, Engineering, Operations, Legal, Finance and the Executive Leadership Team.

What you get to do: 

Lifecycle Management Responsibilities

• Develop Communication Strategies to increase customer conversion at every touchpoint; new loan originations and customer repayment are primary focal points.
• Drive the overall Communications Strategy and the roadmap that delivers it - including key channels like Email, SMS, and Website, acting as the primary strategic owner of our Braze platform architecture.
• Partner with Data to understand customer progression, develop meaningful cohorts, identify where customers fall out of the lifecycle, and uncover the behaviors and interventions that drive greater customer value.
• Lead the communications strategy for operations and transactions related communications including payments, servicing, and collections.
• Partner with Product leaders to integrate the intelligence of smart marketing with seamless technology to deliver product marketing experiences that surprise and delight.
• Own lifecycle KPI’s and understand how these metrics relate to the greater business; escalate metrics to Senior Leadership on a regular cadence.

Brand and Creative

• Define and own brand and creative standards, voice, and tone across product lines and collaborate with channel leads to implement.
• Represent brand and creative in executive leadership forums and shape company wide go-to-market strategy.
• Apply consumer insights and business intelligence to develop and refine customer design targets, brand positioning and brand identity (including logo, tone of voice, visual identity, etc.) and integrate these brand guidelines seamlessly into all lifecycle campaigns for the OppFi product.
• Run an insights-first mentality where customer NPS, competitive intel, and qualitative insights provide a regular pulse on the OppFi customer experience.

Team Management and Mentorship

• Lead, mentor, and scale a team of Lifecycle Marketers, Design, and MarTech (4+ direct reports), ensuring flawless day-to-day execution of campaigns within Braze while fostering a culture of continuous A/B testing and optimization.
• Recruit and mentor best-in-class talent while building a hard-working, thriving environment to promote a highly engaged, success-motivated team culture.
• Promote a supervised test and learn environment that drives returns on marketing investment and marketing efficiencies.

What does it take to succeed in this role? A deep understanding of omni-channel marketing, an ability to craft strategy from whitespace, professionalism in organizing many moving pieces and multi-tasking with a knack for prioritization. Demonstrated ability to manage a team of 4+ direct reports.  An understanding of basic marketing law and guidelines balanced with a strategic understanding of business objectives. The ideal candidate will be creative enough to help define a path forward while operating in a highly regulated industry. The candidate should also have a hands-on ability to perform key marketing updates in large-scale CRM platforms. Someone with exceptional communication skills that can manage not only internal communication to team members, leaders, and stakeholders, but who can also serve as the key voice of the OppFi customer via brand and customer communications.

What you will bring to the team:

• 10+ years of marketing experience with a focus in customer marketing
• 6+ years inspiring, managing, and coaching people and teams.
• FinTech experience and knowledge of working in a highly regulated environment
• The ability to break down complex problems, navigate white space and prioritize multiple initiatives to deliver a strategic roadmaps that meets and exceeds KPI’s
• A knack for brand: tone, voice, look, and feel - you are the brand expert at OppFi and can provide concise creative solutions and feedback
• The ability to collaborate within cross functional teams and build strong relationships across many functional areas within the organization.
• Outstanding communication skills and the ability to connect, resonate, and establish credibility with stakeholders to effectively set and maintain priorities.
• The ability to identify industry trends and best practices.
• Experience delivering marketing via CRM, specifically the Braze Platform
• Familiarity with leading Design, Prototyping, Project, Program Management and Development lifecycle tools such as Figma, Monday, Jira, etc.

Reports to:  Chief Product & Marketing Officer