Summary of the Growth Marketing Strategy Manager, SMS job at LendingTree

*PLEASE NOTE: This role can be based out of our Charlotte, NC, Denver, CO, or Seattle, WA office*

Role Overview

LendingTree is seeking a highly analytical and technically fluent growth manager to help scale text into a durable lifecycle growth capability across verticals.

This role will drive the product, technical implementation, experimentation, measurement, and business modeling layer required to turn texting growth opportunities into scalable initiatives. The Manager will partner closely with CRM, Data, Engineering, Product, Media Partnerships, and existing SMS channel experts to translate growth priorities and partner capabilities into clear requirements, test plans, KPI frameworks, and implementation roadmaps.

This position does not manage vendor relationships and does not manage direct reports. Instead, it serves as the growth product, experimentation, and technical implementation owner for SMS.

What You'll Own

Monetization & Growth Strategy

• Support SMS revenue growth through experimentation, prioritization, and scalable capability development
• Build business cases, revenue models, and impact estimates for SMS growth opportunities
• Identify and prioritize opportunities to drive incremental VMD and lifecycle revenue
• Contribute to and evolve the cross-vertical expansion roadmap for SMS
• Make data-driven scale / iterate / kill recommendations on initiatives
• Partner with SMS leadership on long-term growth planning and investment prioritization

Experimentation & Optimization

• Build and manage a structured experimentation backlog
• Design hypothesis-driven A/B tests with clear success criteria
• Increase experiment velocity and learning cadence
• Continuously optimize engagement, conversion, and downstream monetization

Analytics & Measurement

• Define and maintain the KPI framework (CTR, opt-out %, reply rate, transfer rate, revenue per engagement, etc.)
• Perform hands-on analysis (SQL preferred) to identify growth opportunities
• Identify tracking gaps, attribution blind spots, and funnel leakage
• Partner with Data to improve reporting frameworks and instrumentation
• Translate insights into prioritized product initiatives

Technical Product Requirements

• Translate SMS growth priorities, partner capabilities, and business ideas into detailed product requirements, user stories, business rules, and acceptance criteria
• Serve as the primary day-to-day business partner to CRM, Data, Product, and Engineering teams for SMS growth initiatives
• Manage requirements across stakeholders and ensure dependencies are clearly documented and prioritized
• Define event tracking, instrumentation, reporting, QA, and measurement requirements
• Partner closely with Engineering and Product to scope, refine, and deliver technical solutions
• Validate implementations and ensure shipped functionality aligns with business objectives and measurement plans
• Drive implementation readiness, launch coordination, and post-launch performance validation

Cross-Functional Partnership

• Partner closely with existing SMS channel experts to incorporate historical learnings, operational realities, partner/platform nuances, and launch-readiness requirements into growth initiatives
• Collaborate with Media Partnerships to leverage vendor capabilities effectively
• Align with Product, CRM, Data, and vertical teams on roadmap priorities
• Present performance insights and growth plans to leadership

What This Role Is Not

• Not responsible for vendor contract management
• Not responsible for day-to-day campaign execution
• Not a pure BI or reporting role
• Not a people management role

Qualifications

Required

• 3–6+ years in Growth Product, Product Management, Lifecycle, or Performance roles
• Strong analytical skillset with ability to independently explore data (SQL preferred)
• Experience designing and analyzing A/B tests
• Experience managing cross-functional technical initiatives involving Engineering, Product, CRM, and Data teams
• Experience developing business cases, opportunity sizing, or growth models for monetized initiatives
• Strong understanding of funnel metrics and revenue attribution
• Demonstrated ownership of a monetized digital channel or growth initiative

Preferred

• Experience with SMS, CRM, or lifecycle marketing channels
• Experience in performance marketing or lead generation environments
• Familiarity with event tracking and API integrations
• Experience working cross-functionally with Data and CRM teams

Success in This Role Looks Like

• Clear, trusted KPI framework for SMS
• Well-defined SMS growth backlog tied to business outcomes
• Clean technical requirements that ship efficiently and accurately
• Strong partnership with Engineering, Product, CRM, Data, and Media Partnerships
• Faster, more disciplined experimentation cycles
• Increased revenue contribution from SMS across verticals

Why This Role Matters

Texting is evolving from a single-channel initiative into a scalable lifecycle growth capability. This role will define how we use messaging to drive durable revenue, unlock new vertical opportunities, and build a sustainable competitive advantage.