Personal Loans & Student Loan Refi
During my time at Splash we increased loan originations by ~50%, reduced CAC from $1,700 to $1K, launched personal loans, fully rebranded and built a team of 21+ marketers
Splash Prior to My Arrival
In August 2021, Splash was a student loan refi marketplace trying to appeal to younger audiences with an outdated, stodgy brand.
The marketing team was a legacy team of 5 that needed to be augmented.
The company wanted to scale, but there were inefficiencies that were keeping CAC too high in key channels like direct mail and social.
They lacked clear target audience definitions and clean, trustworthy performance data.
They were in a limited channels and were anxious to launch consideration and awareness channels like TV, display, podcasts, influencer, social, refer-a-friend, and PR.
The company also later faced federal interest rate increases requiring product expansion.