Jessica Manna, MBA, AMP

Better (NASDAQ: BETR)

New York, NY · Aug 2024 – Oct 2026

SVP, Growth Marketing (Aug 2025 – Oct 2026)
VP of Growth (Aug 2024 – Aug 2025)

Led growth marketing for a publicly traded, AI-native home lender: brand and design, paid media, content and SEO/AEO, affiliates, lifecycle, lending partnerships, marketing operations and AI.

• In a flat market with rates near 7%, rebuilt the growth engine: funded revenue +20% on 32% less spend (ROAS 1.8x, CAC −32%, latest vs. pre-tenure quarter); a first-party customer franchise lifted net revenue per loan 48%.
• Led the marketing team’s AI transformation: 35 AI projects in 2026 worth $4.49M+ in combined estimated value (savings, costs caught, projected revenue and released team capacity).
• Directed the replacement of an external content agency with three Claude agents (Brief Builder, Draft Writer, New Generator), saving $400K+ a year while the content team kept strategy, standards and publishing.
• Moved invoice reconciliation to a Claude project that matches acquisition spend to Ramp invoices and routes exceptions to owners: $383K in costs caught and ~85% less time.
• Moved direct-mail campaigns to monitored automation run from one source-of-truth record, with people approving every legal, creative and financial decision: admin 95% faster, sync errors ~30% to near zero.
• Led AI quality and production workflows: Claude in Chrome tracking audits from 4–6 hours to 15–20 minutes with pass/fail evidence; email builds from approved Figma designs from 30 minutes to 2–3.
• Led lifecycle personalization and automation: conversion +59% on 43% less send volume; JustAI testing in Iterable journeys (+30% application starts, published case study).
• Brought creative and content production in-house with AI: creative turnaround from three weeks to under eight hours, output +160%.
• Moved 44% of budget off the lowest-return channels and rebuilt attribution (untracked funded loans −65%); tighter targeting and partner lead quality cut cost per loan file 40%; lead-to-loan-file conversion +32% over the tenure.
• Built a server-side offline conversion pipeline (Airflow → RudderStack → Google Ads) for value-based bidding; HELOC bidding reached launch-ready after failed earlier attempts. HELOC revenue +145% on roughly flat spend.
• Led three lending partnerships (Credit Karma, LendingClub, Coinbase): partnership-sourced funded loans 8.7x and revenue 9.3x while partnership spend fell 59%.
• Architected the lead referral program for NEO Home Loans, Better’s retail partner: lead-sourced funded volume from $0 to $50MM a month.
• Data-driven TV cut linear CPA 86%; an education-led content and SEO/AEO engine grew content 376% YoY.

GO Mortgage

Columbus, OH · Apr 2023 – Aug 2024

Chief Marketing Officer

Head of marketing for a national lender with distributed retail, consumer-direct and wholesale channels: brand, acquisition, lead generation, CRM and lifecycle.

• Rebuilt the marketing department and stack around ChatGPT, Trello workflow automation and offshore support, cutting marketing ops and labor costs 90% while raising throughput and satisfaction with marketing services.
• Launched an automated win-back campaign that generated $73 million in its first year. Client retention rose 15% year over year, satisfaction scores 20% and NPS 10 points.
• Raised Total Expert CRM adoption 48% through engagement, influencer and support programs and 1,128% more content and features; also oversaw HubSpot for wholesale and Big Purple Dot in select retail branches.
• Digital campaigns lifted lead generation 25%; turned consumer-direct lead generation (Credit Karma, NerdWallet, Zillow, Redfin, Realtor.com) into a local purchase-lead program for retail.
• Brand awareness +30%; corporate and loan officer social media across 133 profiles: engagement +22%, 39% activation.

Fairway Independent Mortgage

Madison, WI · Mar 2017 – Oct 2022

President, Digital Strategy & Innovation (2020–22)
SVP/VP, Enterprise Lead Generation (2017–20)

Executive team member and head of all marketing (retail, consumer direct, wholesale and reverse; 95 FTEs; $75MM budget) at the fourth-largest U.S. retail lender: $72B volume, 1,200 branches, 3,200 retail loan officers.

• Led the Workato automation program: the first workflows cut marketing task hours 97% (3,220 hours a year, 638% ROI, $375K saved); 100 employees upskilled in low-code/no-code automation.
• Built a martech team for the Snowflake data warehouse, Power BI reporting, lead routing (Azure Logic Apps, Workato), RPA and mobile app development; brought agile and product management practices into marketing.
• Built the enterprise lead-generation platform from inception to a multi-billion-dollar revenue stream and raised retail lead conversion 185% through conversational AI, remarketing and conversion analytics.
• Architected FairwayFirst, a lead referral program and the company’s first mobile app, for 1,200 retail loan officers: 6,500 funded loans and $1.5B in volume within 18 months (HousingWire Tech100, 2022).
• Ran marketing as a service for the field (account managers, ServiceNow/Workfront requests, scorecards, surveys); sales adoption of corporate marketing +32%; 70+ sub-brands with trademarked visual systems.
• Created the Fairway Marketing HUB, a 24/7 learning platform for loan officers integrated with the CRM: 100+ courses, 750+ videos; 1M+ pageviews in under a year and 5,500 members (HousingWire Tech100, 2023).
• Implemented Total Expert CRM for 3,000+ active users, the highest adoption of any Total Expert client, with automated journeys, personalized marketing materials and data integrations.
• Led brand, PR and communications: rebrand and three refreshes in-house ($20M saved); a Newsroom with a 33x Emmy-winning producer (1M views); campaigns with 1B impressions and 20,000 leads in six months.
• Acquired and launched home.com (1M visitors in year one, 700+ articles and videos, Google News source); launched ScoreGenius, the first mortgage-credit-score monitoring platform.

Mofiya

Sep 2014 – Oct 2017

Founder

• Fractional CMO and advisor: Planet Home Lending (fractional CMO with P&L; Microsoft Dynamics CRM RFP and rollout), CrossCountry Mortgage (Salesforce CRM, Velocify, lead nurture), Mr. Cooper (servicing recapture).

PMAC Lending Services

Jan 2014 – Dec 2014

Chief Marketing Officer

• Head of marketing across retail, call center, wholesale, correspondent and servicing after PMAC acquired Residential Finance; owned the direct-to-consumer P&L and built the team and services in 90 days.

Residential Finance

Mar 2008 – Dec 2013

Chief Marketing Officer

• Led marketing as volume grew from $750M to $3B and branches from 0 to 180, including a new distributed retail channel and its marketing services, through the acquisition by PMAC.
• Led the rebrand and shift to first-party lead generation: +50% proprietary volume, +11% revenue per loan, −13% CPA, +33% ROI.

Veterans United Home Loans

Dec 2012 – Mar 2013

EVP, Customer Insights & Chief Customer Officer

• Customer experience, lead conversion and nurture, data science and innovation for the nation’s largest VA lender; led the CRM selection RFP (Microsoft Dynamics vs. Salesforce).

IntelliDyn

Jul 2004 – Mar 2008

VP, Business Development; Sr. Marketing Consultant

• Direct response and response modeling for Countrywide, Ditech/GMAC and IndyMac; a GMAC triggered lead-incubation email program won MarketingSherpa Gold (2008).