SoFi: Email, Paid Digital

Professional Statement: During my contract tenure collaborating with SoFi’s diverse bank and loan teams, I played a pivotal role in the development of email campaigns and paid digital initiatives.

Challenges Addressed: A core challenge was presented by the need for creative assets that could seamlessly adapt to evolving government regulations and fluctuations in market APR. The imperative was to facilitate easy updates to reflect these changes promptly.

Goals: My primary responsibility encompassed the creation of campaigns that adhered to the SoFi brand, were readily scannable for pertinent information, and featured clear calls-to-action. The majority of the campaigns were designed to offer two directions for A/B testing.

Innovative Approach: The unique solution entailed crafting email campaigns within the framework of SoFi’s brand guidelines. For Paid Digital, the Celtra platform was employed. The creative assets were structured to be easily updated and published by the paid digital team, especially in response to rapid APR/APY changes, often within tight timelines. This approach ensured agility in adapting to market dynamics while maintaining brand coherence.