Happy Money

Chief Marketing Officer

• Own the end-to-end acquisition strategy and deployment, driving scalable, profitable growth for our personal loan business.
• Deeply understand and anticipate market trends, competitive dynamics, VOC and channel shifts, and translate them into credible strategies and tactics that create durable competitive advantage.
• Develop and scale performance marketing strategy across multi-channel initiatives (direct mail, lead-gen email, affiliate, digital, content) and make high-quality expense allocation decisions grounded in how the business makes money, managing to optimize CAC, and unit economics.
• Own consolidated forecasting, budget pacing, and performance reporting; partner with Finance on monthly forecasts, land results within tolerance, and establish standardized planning, documentation, and post-campaign reporting frameworks.
• Foster a relentless "test and learn" culture by applying rigorous logic and honest analysis, challenging assumptions, and learning quickly from both wins and failures to continuously sharpen the approach.
• Communicate complex issues, tradeoffs, and recommendations into clear and compelling narratives that drive aligned decisions across the organization from analysts to senior leadership.
• Build and lead a high-accountability function defined by clear priorities, disciplined execution, and a culture that moves with urgency and discipline to deliver consistently exceptional results.
• Hire, develop, and mentor a team of high-performing growth marketers and assemble the right mix of internal talent, agency/partner resources, and AI agents, knowing when and how to leverage each.
• Drive go-to-market, brand, and product marketing through strong value articulation, competitive positioning, and messaging for net-new customer acquisition.
• Act as a subject-matter expert on emerging martech, AI, and attribution, and on product features and cross-sell opportunities that drive growth and revenue. Partner with Strategy to develop and inform growth goals, and with Technology to plan, build, and evolve the Happy Money marketing engine.

Head of Acquisition Marketing

Marketing

• Set post-funding lifecycle strategy end-to-end from first payment through payoff, refinance, top-up, second loan, and adjacent products. Anticipate where the portfolio and competitive landscape are heading and bring a defensible, data-backed point-of-view on where the next dollar of LTV comes from proactively.
• Make the next-best-offer calls of which product, channel, and moment to surface, and to whom, grounding them in behavioral signal (on-time payments, paydown, income, credit evolution) and real cohort and propensity models with Data Science rather than instinct, while balancing risk-adjusted return against customer response.
• Treat LTV, repeat-borrow rate, and portfolio yield as the P&L levers they are. Own them as primary metrics, connect them to CAC and funnel economics with Finance and Credit & Risk, and make the trade-offs that actually move performance.
• Reframe the payoff moment, a natural exit, into our most valuable re-engagement event. Build the re-acquisition workflow that activates as a loan approaches and crosses payoff, plus pre/post-payoff and win-back programs that convert it into the next product fit.
• Operate confidently in ambiguity as the portfolio expands. Own lifecycle activation for new products (marketplace relaunch, deposit and partner cross-sell), run the lifecycle stack across HubSpot (post-SFMC migration), and apply AI for next-best-action, propensity scoring, and journey optimization where it earns its place.
• Optimize acquired leads across Happy Money and partner products. Own lead scoring, qualification frameworks, and routing logic — ensuring the right prospects reach the right journeys at the right time. Integrate predictive data signals into lead prioritization and channel optimization.
• Hold an honest, evidence-first perspective. Prove what works with rigorous experimentation (holdouts, incrementality), learn fast from what fails, and let results change the strategy and tactics.
• Drive a disciplined operating cadence with weekly/monthly reviews, budget pacing, and quarterly LTV/retention/repeat-origination forecasts. Make complex segmentation and next-best-action logic legible to senior leaders and clear roadblocks across functions without defaulting to escalation.
• Turn routine servicing touch points into brand and growth moments (reminders, milestones, payoff celebrations) with Communications, Servicing, Product, and CX, while protecting attribution, tracking, and dashboard integrity building trust in the numbers.
• Build the capability, then the team. Operate first as a force multiplier across analysts, data scientists, martech/agency partners, and AI agents, knowing when to leverage each, then stand up and lead the lifecycle team as scope expands, holding a high bar for talent and for what reaches customers.
• Keep a sharp external point-of-view. Track lifecycle and retention moves at peer lenders (SoFi, Upgrade, LendingClub, Best Egg) and adjacent fintechs and translate them into roadmap implications, acting with urgency rather than waiting for consensus.

Head of Acquisition Marketing

Head of Lifecycle Marketing