Senior Manager, HELOC Growth, Experience and Strategy - Phoenix, Arizona

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

Job Overview

PenFed is hiring a (Hybrid) Senior Manager, HELOC Growth, Experience and Strategy at our San Antonio, Texas; Irving, Texas or Phoenix, Arizona location. The Senior Manager, HELOC Growth, Experience & Market Strategy is the single-threaded owner PenFed's Refinance and Home Equity (HELOC) products. This role consolidates the pre-funnel and in-funnel view of both products into one accountable seat, translating market, competitive and member-journey insight into prioritized action rather than additional reporting. The incumbent is an individual contributor with no direct reports but carries senior decision-making authority: setting the growth and experience vision for Refinance and HELOC lending products, sequencing the work by impact, and personally driving execution through Shared Enablement, Delivery, Marketing, Data Analytics and Operations partners. The role is expected to be deeply AI-enabled, both as a builder of AI-assisted analysis and agent-supported workflows, and as a daily consumer of AI outputs so that strategy is produced and refreshed at market speed. The incumbent recommends marketing strategy, content library direction and product positioning, owns final creative approval for Refinance and HELOC assets, and operates within the budget parameters established by the VP, HL Sales Refinance and HELOC, who retain budget ownership and allocation authority.

PenFed is hiring a (Hybrid) Senior Manager, HELOC Growth, Experience and Strategy at our San Antonio, Texas; Irving, Texas or Phoenix, Arizona location. The Senior Manager, HELOC Growth, Experience & Market Strategy is the single-threaded owner PenFed's Refinance and Home Equity (HELOC) products. This role consolidates the pre-funnel and in-funnel view of both products into one accountable seat, translating market, competitive and member-journey insight into prioritized action rather than additional reporting. The incumbent is an individual contributor with no direct reports but carries senior decision-making authority: setting the growth and experience vision for Refinance and HELOC lending products, sequencing the work by impact, and personally driving execution through Shared Enablement, Delivery, Marketing, Data Analytics and Operations partners. The role is expected to be deeply AI-enabled, both as a builder of AI-assisted analysis and agent-supported workflows, and as a daily consumer of AI outputs so that strategy is produced and refreshed at market speed. The incumbent recommends marketing strategy, content library direction and product positioning, owns final creative approval for Refinance and HELOC assets, and operates within the budget parameters established by the VP, HL Sales Refinance and HELOC, who retain budget ownership and allocation authority.

Responsibilities

Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions. This is not intended to be an all-inclusive list of job duties, and the position will perform other duties as assigned.

• Own the growth strategy for Refinance and HELOC, identifying where the opportunity is, where the products are underperforming, and why, then converting that view into a sequenced, prioritized plan of action.
• 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, including post-close draw behavior, re-borrowing patterns and refinance timing triggers.
• 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.
• Own the digital customer experience view for both products, including landing pages, digital application flow, application abandonment and drop-off by funnel stage.
• Diagnose and drive resolution of Sales-to-Operations and Operations-to-Servicing handoff breakdowns, partnering with the accountable function to close the gap.
• Establish and maintain the voice-of-member feedback loop- reviews, complaints, survey results and social sentiment- and translate recurring themes into experience and messaging changes.
• Design and interpret A/B and multivariate tests across campaigns and digital experiences, including Intent-to-Proceed capture and lead-to-application conversion, and apply the read-outs to the next cycle.
• Maintain continuous rate, pricing and competitive intelligence for Refinance and HELOC, including bank, credit union and fintech home equity competitors, and translate competitive movement into positioning and offer recommendations measured in days rather than quarters.
• Advice on product positioning and messaging shifts driven by the rate environment, including when cash-out versus rate-and-term framing should change.
• Identify emerging Refinance and HELOC product, segment and partnership opportunities and present them with a supported business rationale.
• Delivery competitive rate position and market share perspective as a standing input to pricing and product decisions owned by the Head of Sales.
• Build and maintain AI-assisted workflows, prompts, and agent-supported analysis that convert raw funnel, campaign, competitive and member-feedback data into decision-ready strategy on a continuous cycle.
• Partner with Data Analytics and AI Agent teams to instrument the Refinance and HELOC funnel, define the required data model, and ensure plays are measurable from lead through funding.
• Use AI tooling to accelerate content ideation, competitive scanning, sentiment analysis and scenario modeling, applying human judgment and compliance review before any output is acted upon or published.
• Evaluate and recommend emerging AI capabilities that improve member experience, conversion or speed of decision-making for Refinance and HELOC.
• Set direction for Shared Enablement and Delivery partners, who build the campaigns, landing experiences and content; operate a weekly priority handoff, monthly scorecard review and quarterly strategy reset.
• Own a single, unified Refinance and HELOC scorecard covering lead-to-application, pull-through, funded units, journey friction and competitive rate position, present results and recommended actions to senior leadership.
• Lead through influence rather than reporting lines, building durable working relationships with Marketing, Digital, Operations, Servicing, Data Analytics, Compliance and Information Technology.
• Assist with maintaining PenFed's compliance with all applicable federal, state and local laws, regulations and ordinances by abiding by PenFed compliance program and all policies, procedures, rules and regulations, and by routing all member-facing content and campaign strategy through required Compliance and Legal review.

*This role is responsible for ensuring business continuity.*

Qualifications

Equivalent combination of education and experience is considered.

• Bachelor's Degree in a related field is required.
• Minimum of seven (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.
• Minimum of three (3) years of experience leading initiatives or coaching others without direct reporting authority is required.
• 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 A.I. tools preferred.

Supervisory Responsibility

This position will not supervise employees.

Licenses and Certifications

There Are No Additional Licenses And/or Certifications Required.

Work Environment

While performing the duties of this job, the employee is regularly exposed to an indoor office setting with moderate noise.

*Most roles require working in an office setting with moderate noise and the ability to lift 25 pounds.*

Travel

Ability to travel to various worksites is required. Occasional travel is expected for industry conferences, competitive research and partner site visits.

Pay Transparency

The anticipated starting salary range for this role is $ 84,700 .00 - $ 196,080.00

This position is eligible for an organizational performance based annual bonus, subject to board discretion and approval.

This position is eligible for an individual performance based annual bonus.

Benefits

At PenFed, we offer a robust benefits package designed to support you both personally and professionally. You'll have access to comprehensive health, dental, and vision plans; paid time off; and family-friendly benefits like paid parental leave, care support, and fitness center access. Financial wellness is encouraged through features like a 401(k) match, employee loan discounts, and fully paid life and disability coverage. We also support growth via education assistance, community involvement, and volunteer opportunities.

Our Purpose

Helping members achieve their dreams since 1935. Pentagon Federal Credit Union (PenFed) is one of America's largest federal credit unions, serving 2.8 million members worldwide with $29 billion in assets. PenFed offers market-leading certificates, checking and savings, credit cards, personal loans, mortgages, auto loans, and a wide range of other financial services, always with members' interests in mind. PenFed is federally insured by the NCUA and is an Equal Housing Lender.

Equal Employment Opportunity

PenFed management will maintain and observe personnel policies which will not discriminate or permit harassment or retaliation against a person because of race, color, creed, age, sex, gender, gender identity, gender expression, religion, national origin, ancestry, marital status, military or veteran status or obligation, the presence of a physical and/or mental disability or medical condition, genetic information, sexual orientation, and all statuses protected by applicable state or local law in all recruiting, hiring, training, compensation, overtime, position classifications, work assignments, facilities, promotions, transfers, employee treatment, and in all other terms and conditions of employment. PenFed will also prohibit retaliation against individuals for raising a complaint of discrimination or harassment or participating in an investigation of same. PenFed will also reasonably accommodate qualified individuals with a disability so that they can apply for a job or perform the essential functions of a job unless doing so causes a direct threat to these individuals or others in the workplace and the threat cannot be eliminated by reasonable accommodation or if the accommodation creates an undue hardship to PenFed. Contact human resources (HR) with any questions or requests for accommodation at [e-mail].