Rocket: Product + Engagement Strategy
Building the Digital Future of Finance and Homeownership
Rocket Companies set out to transform the most complex moments in people’s financial lives—starting with mortgages and expanding into personal finance, auto, and real estate. As product and engagement strategy lead, I worked across teams to design digital journeys that made high-stakes decisions feel simple, transparent, and empowering. The challenge was to unify product strategy, user experience, and data-driven engagement to build lifelong client relationships and scale the business across multiple verticals.
My work included leading cross-functional squads in product design, journey mapping, and digital service innovation. We developed and optimized the Rocket client portal—a hub for managing applications, tracking progress, signing documents, and connecting with experts. I partnered with engineering and data science teams to build AI-powered tools for personalization, proactive alerts, and tailored recommendations, ensuring that every interaction felt relevant and timely.
View the Rocket Product + Engagement strategy deck (PDF)CONNECTED HOME JOURNEY
PRODUCT + ENGAGEMENT STRATEGY
The strategy paired each stage with a content and experience system: what value to deliver, what questions to answer, and what signal to capture. It linked onsite experiences with messaging, nurture, and service handoffs so the ecosystem felt coordinated. Measurement was built in, with each stage tied to a KPI target and a faster way to learn.
By integrating marketing automation, CRM, and analytics, we delivered targeted content and support across web, mobile, and live channels. The engagement model extended beyond acquisition to nurture, education, and retention—helping clients make informed decisions about home loans, refinancing, insurance, and more. Results included higher customer satisfaction, increased retention, and expansion of Rocket’s trusted brand into new product categories.
Led product and engagement strategy for a cross-vertical fintech ecosystem, including mortgage, personal finance, and real estate.
Developed digital journeys and engagement models that drove client satisfaction and scalability.
Integrated AI-driven personalization and proactive support for lifelong client relationships.