Defining the Lifecycle Growth Engine
At SoFi, I led the transformation of lifecycle marketing into a revenue-driving system — connecting behavioral insights, creative experimentation, and automation at scale. Each journey was built with precision and purpose: to turn member intent into sustained engagement and measurable growth.
Company
SoFi
Role
Lifecycle Marketing Manager
Timeline
Feb 2022 – Aug 2025
Focus
- Activation & Onboarding
- Funded Growth
- Product Adoption
Stack
Braze · Amplitude · Movable Ink · Tableau · Looker · ClickUp · Figma
Scope
Led cross-functional lifecycle strategy across SoFi’s Invest, Banking, and Credit Card products — aligning creative, data, and engineering teams to deliver cohesive, high-performing journeys. Defined frameworks for experimentation, audience segmentation, and channel orchestration at scale.
Designing Experiences That Convert
Lifecycle strategy isn’t just communication — it’s experience design. Every message, trigger, and visual was crafted to guide users intuitively toward activation. From onboarding sequences to high-performing reactivation flows, each interaction reflected user intent and psychological flow.
- Behavior-driven journeys informed by user actions
- Dynamic visuals designed for clarity and engagement
- Rigorous A/B testing and continuous iteration
- Strategic onboarding sequences that built momentum from day one
⚠️ The flow visualization shown above is a conceptual example created solely for illustrative and educational purposes. It does not represent live, internal, or proprietary campaigns from any organization. Email examples shown here reflect work I personally managed and designed as part of my professional responsibilities.
From Signup to First Action
A data-driven onboarding sequence built to drive early engagement — blending welcome touchpoints, behavioral nudges, and timely reminders across email, push, and in-app channels.
Welcome Email
Sent immediately post-signup to introduce the product, outline key benefits, and invite users to explore their dashboard or first feature.
Welcome Push Notification
Reinforces the email, delivered within minutes of signup — a quick reminder to log in or complete setup on mobile.
In-App Walkthrough
Triggered on first login. Highlights key features via prompts/tooltips. Shown once during the first 15 days.
Identify First Key Action
Based on behavioral data, determine the best first action for each user (setup, link, try a feature).
Action-Based Email + Push
Personalized nudge to complete the first meaningful action, focused on value and outcomes.
Smart Reminders
Follow-up at intervals if incomplete — varying message angle (education, benefits, incentive).
Transition to Next Journey
After first action: advance to adoption, personalization, or secondary feature journey.
Monthly Invest Recap Redesign
Reimagining the monthly Invest Market Recap for stronger visual storytelling, higher engagement, and deeper product connection.
Strategic Outcomes
Led the creative and lifecycle strategy behind the redesign of the Monthly Invest Recap email. The refreshed design simplified the content hierarchy, strengthened visual rhythm, and introduced dynamic storytelling through interactive elements and improved hierarchy.
- Goal: Increase engagement and inspire members to explore their investment activity
- Approach: Applied A/B testing to evaluate layout, content tone, and visual structure
- Execution: Refined hero placement, content modules, and visual hierarchy for improved readability and motivation
Highlights
📈 The redesign led to a substantial lift in engagement and click-through performance across key segments.
💡 Members interacted more deeply with personalized insights and call-to-action modules.
🎯 A clear, data-driven visual narrative helped drive the highest quarterly performance of the year.
Key Learnings
- Aligning visual identity with the product experience creates continuity and trust.
- Structuring insights and statistics effectively boosts user comprehension and engagement.
- Incremental testing can uncover high-impact visual and behavioral drivers.
Selected Work
A curated selection of lifecycle campaigns and creative strategy work —
from educational onboarding emails to cross-channel promotions that drove measurable engagement and growth.
This selection represents a small portion of the full body of lifecycle work designed, tested, and managed across channels.
