Senior HELOC Growth & Experience Strategy Lead

PenFed Credit Union; Phoenix (AZ); Hybrid; USD 85,000 - 196,000; Full time

Benefits offered by this job

401(k) match

Employee loan discounts

Fully paid life and disability cover

Education assistance

Paid parental leave

Fitness center access

Job summary

PenFed Credit Union is hiring a Hybrid Senior Manager for HELOC Growth, Experience and Strategy in assets across San Antonio, Irving, or Phoenix. You will own the Refinance and HELOC products, align market insights into prioritized actions, and drive execution with Enablement, Delivery, Marketing, Data Analytics and Operations teams.

The role demands AI-enabled strategy development, final creative approval for assets, and budget-conscious leadership.

Qualifications

• Bachelor's Degree in a related field is required.
• 7+ years in mortgage/home equity/consumer lending or financial services with product/growth/marketing ownership.
• 3+ years leading initiatives or coaching without direct reports.
• Experience with AI/generative AI tooling in business settings (prompt design, agent-assisted analysis).
• Knowledge of home lending products, pricing dynamics, origination workflow, and fintech entrants.
• Ability to translate data into strategy and drive change; strong analytical & executive communication skills.
• Digital marketing execution, customer journey mapping, conversion optimization and A/B testing.
• Proficiency with origination platforms, CRM, BI and marketing automation.
• Ability to operate independently and influence cross-functional partners.
• Experience with AI tools preferred.

Responsibilities

• Own growth strategy for Refinance and HELOC, identify opportunities and convert into a prioritized plan.
• Define pre-funnel product offers including audience targeting and market expansion.
• Develop and own activation and utilization plays for HELOC portfolio.
• Recommend marketing strategy, campaign direction and content library needs.
• Serve as final creative approver for Refinance and HELOC assets before publication.
• Work within budget parameters and provide investment and ROI rationale.
• Maintain a living friction log for end-to-end origination journey with owners and dates.
• Own the digital customer experience view for landing pages and application flow.
• Diagnose and address handoff breakdowns between Sales, Operations and Servicing.
• Maintain voice-of-member feedback loops and translate themes into changes.
• Design and interpret A/B/multivariate tests and apply insights to the next cycle.
• Maintain competitive intelligence for Refinance/HELOC and adapt positioning.
• Advise on product messaging shifts due to rate environment.
• Identify new product/segment opportunities with business rationale.
• Provide scorecard on funnel performance and recommend actions to leadership.
• Lead through influence with Marketing, Digital, Operations, Data Analytics and IT.
• Ensure compliance with legal/policy reviews for member-facing content and campaigns.

Skills

Mortgage and home equity knowledge

AI tooling experience

Digital marketing & funnel expertise

Leadership without direct reports

Data to strategy translation

A/B testing & optimization

CRM, BI, marketing automation

Mortgage origination platforms

Independent decision making

AI tooling usage (advantaged)

Education

Bachelor's Degree in a related field

Tools

CRM systems

Marketing automation

BI tools

Mortgage platforms

Job description

PenFed Credit Union is hiring a Hybrid Senior Manager for HELOC Growth, Experience and Strategy in assets across San Antonio, Irving, or Phoenix. You will own the Refinance and HELOC products, align market insights into prioritized actions, and drive execution with Enablement, Delivery, Marketing, Data Analytics and Operations teams.

The role demands AI-enabled strategy development, final creative approval for assets, and budget-conscious leadership.