AI-Driven HELOC Growth & Experience Lead

PenFed Credit Union; San Antonio (TX); Hybrid; USD 85,000 - 196,000; Full time

Job summary

PenFed Credit Union in the US is hiring a Hybrid Senior Manager for HELOC Growth, Experience and Market Strategy to own the Ref inance and HELOC products. You will merge pre-funnel and funnel insights, drive strategy, and lead cross-functional execution with AI-enabled analysis and collaboration across Marketing, Data Analytics, and Operations.

The role emphasizes independent leadership, data-driven decision making, and a strong focus on member experience and market positioning.

Qualifications

• Bachelor’s Degree required.
• 7+ years in mortgage, home equity, or financial services with product/growth ownership.
• 3+ years leading initiatives without direct reporting authority.
• Experience with AI and generative AI tooling in business settings.
• Working knowledge of Home Lending products, pricing, origination workflow and competitive landscape.
• Proven ability to translate data into strategy and executable change; strong analytical and executive communication.
• Experience in digital marketing execution, customer journey mapping and conversion optimization.

Responsibilities

• Own growth strategy for Refinance and HELOC, translating insights into a prioritized action plan.
• Define pre-funnel product offers, audience targeting, and market expansion.
• Develop activation and utilization plays for HELOC portfolio and post-close behavior.
• Advise on marketing strategy, campaigns, and content pipeline ahead of demand.
• Serve as final creative approver for Refinance and HELOC assets consistent with positioning.
• Operate within budget; provide investment rationale for allocations.
• Lead end-to-end origination journey with a living friction log and owner dates.
• Own the digital customer experience across landing pages and application flow.
• Diagnose handoff breakdowns between Sales, Ops, and Servicing; drive resolution.
• Maintain voice-of-member feedback loop and translate themes into changes.
• Design and interpret A/B and multivariate tests across campaigns and experiences.

Skills

Growth strategy

AI tooling

Cross-functional influence

Executive communication

Digital marketing

Customer journey

A/B testing

Pricing dynamics

Mortgage knowledge

Education

Bachelor's Degree in a related field

Tools

CRM

BI tools

Marketing automation

Job description

PenFed Credit Union in the US is hiring a Hybrid Senior Manager for HELOC Growth, Experience and Market Strategy to own the Ref inance and HELOC products. You will merge pre-funnel and funnel insights, drive strategy, and lead cross-functional execution with AI-enabled analysis and collaboration across Marketing, Data Analytics, and Operations.

The role emphasizes independent leadership, data-driven decision making, and a strong focus on member experience and market positioning.