Senior HELOC Growth & Experience Strategy Lead

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

Job summary

PenFed Credit Union is hiring a Hybrid Senior Manager, HELOC Growth, Experience & Market Strategy to own the Refinance and HELOC products across multiple U.S. locations, translating market and member insights into prioritized growth initiatives.

You’ll drive strategy with senior leadership, influence budgets, and oversee experience design and performance across funnels. You will lead collaborations with Shared Enablement, Delivery, Marketing, Data Analytics and Operations to accelerate

Qualifications

• Bachelor's Degree in a related field is required.
• 7+ years of progressively responsible experience in mortgage, home equity, consumer lending or financial services, with direct ownership of product, growth, marketing strategy or funnel performance.
• 3+ years of experience leading initiatives or coaching others without direct reporting authority.
• Demonstrated experience with AI and generative AI tooling in a business setting - including prompt design, agent-assisted analysis, or AI-supported content and insight generation - is required.
• Working knowledge of Home Lending products, pricing dynamics, origination workflow and the competitive landscape, including fintech home equity entrants, is required.
• Proven ability to translate data into strategy and strategy into executed change; strong analytical, storytelling and executive communication skills required.
• Experience with digital marketing execution, customer journey mapping, conversion optimization and A/B testing is required.
• Proficiency with mortgage origination platforms, CRM, business intelligence and marketing automation tooling is required.
• Ability to operate independently, set direction, and influence cross-functional partners in a matrixed environment is required.
• Experience in using AI tools preferred.

Responsibilities

• Own growth strategy for Refinance and HELOC, identifying opportunities and prioritizing actions.
• Define product offer strategy at the pre-funnel stage, including audience targeting, segment prioritization, market expansion opportunity and channel mix recommendations.
• Develop and own draw activation and utilization plays for the HELOC portfolio, sequenced by expected impact.
• Recommend marketing strategy, campaign direction and content library needs and build the content and campaign pipeline ahead of demand rather than in reaction to it.
• Serve as final creative approver for Refinance and HELOC creative and content prior to publication, ensuring consistency with product positioning, member-first plain language standards and brand requirements.
• Operate within the marketing and program budget parameters. Provide investment recommendations and expected-return rationale to inform allocation decisions.
• Walk the end-to-end Refinance and HELOC origination journey on a recurring basis and maintain a living, prioritized friction log with named owners and target resolution dates.

Skills

Growth strategy

Marketing strategy

Digital marketing

AI tooling

Data analytics

Executive communication

Project management

Strategy execution

Pricing and market intel

Education

Bachelor's Degree

Tools

CRM

Business Intelligence

Marketing automation

Job description

PenFed Credit Union is hiring a Hybrid Senior Manager, HELOC Growth, Experience & Market Strategy to own the Refinance and HELOC products across multiple U.S. locations, translating market and member insights into prioritized growth initiatives.

You’ll drive strategy with senior leadership, influence budgets, and oversee experience design and performance across funnels. You will lead collaborations with Shared Enablement, Delivery, Marketing, Data Analytics and Operations to accelerate