Senior Performance Marketing Manager, HELOC Growth

About Upstart

At Upstart, we’re united by a mission that matters: to radically reduce the cost and complexity of borrowing for all Americans. Every day, we bring creativity, experimentation, and advanced AI to reshape access to credit, helping millions move forward financially with clarity and confidence.

As the leading AI lending marketplace, we partner with banks and credit unions to expand access to affordable credit through technology that’s both radically intelligent and deeply human. Our platform runs over one million predictions per borrower using more than 3,000 signals, powering smarter, fairer decisions for millions of customers. But the numbers only hint at the impact. Every idea, every voice, and every contribution moves us closer to a world where credit never stands between people and their financial progress.

We’re proudly digital-first, giving most Upstarters the flexibility to do their best work from wherever they thrive, alongside teammates across 80+ cities in the US and Canada. Digital-first doesn’t mean distant. We’re intentional about in-person connection through team onsites, planning sessions, and moments that spark creativity and trust. And whether you choose to work primarily from home or collaborate in-person from one of our offices in Columbus, Austin, the Bay Area, or New York City, you’ll have the support to work in the way that works best for you.

If you’re energized by tackling meaningful problems, excited to innovate with purpose, and motivated by work that truly matters, we’d love to hear from you.

The Team:

Upstart’s Growth team is focused on expanding access to affordable credit for millions of Americans. The team combines marketing, data, and technology to scale customer acquisition in efficient and measurable ways. Direct Mail is a core channel within Growth and plays a critical role in reaching new borrowers and driving business performance.

As the Senior Performance Marketing Manager, Direct Mail and Offline Growth, you will own one of Upstart’s most impactful acquisition channels end-to-end, with a primary focus on our Home Equity Line of Credit (HELOC) product. This is one of the company’s fastest-growing and most strategically important offerings. You will define channel strategy, optimize targeting and creative, and lead execution to drive efficient, incremental growth. This role offers significant ownership, including P&L responsibility, and the opportunity to solve complex, high-impact problems in partnership with cross-functional teams.

How you’ll make an impact

• Own end-to-end Direct Mail strategy and execution for HELOC, including audience targeting, creative development, testing, and campaign operations

• Build our broader offline growth channels (OOH, linear TV, and brand testing)

• Manage and optimize millions in annual spend, with accountability for ROI and incremental business impact

• Partner with Machine Learning and Data Science teams to develop and refine targeting models that improve customer acquisition efficiency

• Design and execute rigorous testing frameworks (e.g., incrementality, geo-lift, A/B testing) to evaluate performance and inform strategy

• Analyze campaign and customer data to generate insights and translate findings into actionable growth opportunities

• Develop new playbooks to reach and convert underserved or underperforming customer segments, including emerging HELOC use cases

• Collaborate cross-functionally with Product, Engineering, Analytics, and Creative to scale channel performance and influence roadmap decisions

• Communicate strategy, performance, and insights to leadership, connecting channel outcomes to broader business goals

Minimum Qualifications

• Bachelor’s degree or equivalent practical experience

• 5+ years of experience in performance marketing, growth marketing, or analytics-driven marketing roles

• Experience owning and executing end-to-end marketing campaigns, including strategy, testing, and performance analysis

• Experience managing marketing budgets and optimizing for measurable ROI or P&L outcomes

• Experience designing and analyzing controlled experiments (e.g., A/B testing, incrementality testing, or similar methodologies)

Preferred Qualifications

• Experience with Direct Mail marketing strategy, execution, or channel ownership

• Experience working across multiple marketing channels (e.g., digital, offline, lifecycle)

• Knowledge of measurement frameworks such as incrementality testing, geo-lift, or attribution modeling

• Experience working in regulated industries such as financial services, insurance, or healthcare

• Skills in SQL, Looker, or similar tools to analyze and interpret large datasets

Position location This role is available in the following locations: Remote

Time zone requirements The team operates on the East/West coast time zones.

Travel requirements As a digital first company, the majority of your work can be accomplished remotely. The majority of our employees can live and work anywhere in the U.S but are encouraged to to still spend high quality time in-person collaborating via regular onsites. The in-person sessions’ cadence varies depending on the team and role; most teams meet once or twice per quarter for 2-4 consecutive days at a time.

#LI-REMOTE

#LI-MidSenior

At Upstart, your base pay is one part of your total compensation package. The anticipated base salary for this position is expected to be within the below range. Your actual base pay will depend on your geographic location–with our “digital first” philosophy, Upstart uses compensation regions that vary depending on location. Individual pay is also determined by job-related skills, experience, and relevant education or training. Your recruiter can share more about the specific salary range for your preferred location during the hiring process.

In addition, Upstart provides employees with target bonuses, equity compensation, and generous benefits packages (including medical, dental, vision, and 401k).

United States | Remote - Anticipated Base Salary Range

$138,000—$192,000 USD

What you'll love

At Upstart, our benefits for full-time employees are designed to support your health, financial well-being, family, and personal growth. Here’s what you can expect:

• Competitive compensation, including base pay, bonus opportunities, and annual equity grants that vest quarterly

• Retirement benefits to help you plan for the future, including a 401(k) or Group Retirement Savings Plan with a company match of $2 for every $1 contributed, up to $15,000 annually (USD in the US, CAD in Canada)

• Employee Stock Purchase Plan (ESPP) with discounted stock purchase options for eligible employees (US only)

• Comprehensive health coverage designed to support you and your family, including medical, dental, vision, and wellness resources for US and supplemental health coverage for Canada.

• Health Savings Account contributions from Upstart for eligible plans (US only)

• Income protection benefits, including life insurance and disability coverage for added financial security

• Paid time off, sick leave, and company holidays, in line with local requirements

• Paid family and parental leave to support caregiving and major life moments (duration varies by country)

• Family-centered benefits to support fertility, parenthood, and caregiving needs

• Employee Assistance Program (EAP) offering mental health support and life-centered resources

• Financial wellness resources, including access to financial planning tools and a financial concierge service (US Only)

• Annual wellness allowance to support your physical and emotional well-being and personal development, based on what matters most to you

• Annual productivity allowance to invest in relevant tools and resources you need to do your best work, no matter where you work from

• Connection and community through team events, all-company updates, and employee resource groups (ERGs)

• Onsite perks, including catered lunches and fully stocked micro-kitchens when working from one of our offices in the Bay Area, Austin, Columbus, and New York City

For roles based in Canada, please note that we are not currently able to hire in Quebec.

Upstart is a proud Equal Opportunity Employer. Just as we are dedicated to improving access to affordable credit for all, we are committed to inclusive and fair hiring practices.

If you require reasonable accommodation in completing an application, interviewing, completing any pre-employment testing, or otherwise participating in the employee selection process, please email candidate_accommodations@upstart.com

https://www.upstart.com/candidate_privacy_policy