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