Archana Verma

• Define product strategy and roadmap for Loan Officer tools, consumer-facing mortgage experiences on ZillowHomeLoans.com and Zillow App.
• Lead 0 to 1 product development from identifying new opportunities, discovery, specification, design, go-to-market strategy, training, implementation and success measurement
• Led outbound data strategy, optimizing the MarTech stack (CDP) and leveraging AI-driven personalization to increase lead conversion.
• Spearheaded hyper-personalization and audience segmentation initiatives by integrating 1st- and 3rd-party data (e.g., Zillow.com behavior, phone/SMS interactions, Neustar, TransUnion).
• Developed a scalable communication service, transforming data extraction, transformation, and loading (ETL) from AWS DataLake to CDP—reducing email send delays from 12 hours to real-time and enabling marketing self-service.
• Launched a lead retention program using behavioral insights, customer profiling, and propensity modeling to drive timely, targeted outreach.
• Led AI-generated content development, integrating LLMs to provide personalized, context-driven messaging for Loan Officers—enhancing engagement and operational efficiency.
• Migrated all lifecycle marketing campaigns from a legacy platform to a modernized, scalable MarTech stack.
• Optimized cross-channel marketing: Enabled CDP to send personalized emails in the Loan Officer’s voice, implemented two-way SMS capabilities, and built a communication logger for improved reporting and attribution.
• Integrated AI-powered lead scoring, prioritizing high-intent users and embedding predictive insights into Zillow’s marketing workflows.

Key Technologies & Tools:
Simon Data (CDP), Salesforce (CRM), SparkPost, Twilio, Airship (Push Notifications), Clickstream, GraphQL, Databricks, Tableau, Datadog, Optimizely

• Led the development and launch of key marketing and technology products, including a mobile mortgage app, self-service marketing library, mortgage CRM, company intranet, and web projects (interactive mortgage calculators, lead generation funnels), supporting 120+ Loan Officers and 30+ branch websites
• Collaborated with cross-functional teams to deliver innovative solutions, overseeing the full project lifecycle from concept to implementation
• Directed product launches, defining and executing go-to-market strategies, developing product messaging, leading public relations initiatives, conducting team training, and driving platform adoption across the organization
• Redesigned and integrated Loan Officer CRM, connecting it with the Loan Origination System, and introduced automated Borrower Intelligence and a Retention platform, enhancing loan officer efficiency and boosting customer retention
• Secured national brand recognition by identifying PR and award opportunities, resulting in features such as National Mortgage News' Best Mortgage Companies to Work For, Top Workplaces USA, and Inc
• 5000 Fastest Growing Companies

• Led Marketing teams on creative projects, driving brainstorming, concept development, and execution of ideas to support successful campaigns
• Managed marketing requests from Loan Officers and cross-functional teams, collaborating with Creative Services to ensure on-time delivery and alignment with business goals
• Administered and optimized CRM software, working with clients and vendors to customize solutions that enhanced user experience and operational efficiency for Loan Officers
• Developed and managed paid ad campaigns, driving traffic and lead generation efforts

• Led a cross-functional team through the full rebrand of two clients, overseeing logo design, web design, copywriting, video production, and social media strategy to create cohesive, impactful brand identities
• Created new revenue streams by establishing distribution and resale relationships for print and promotional products, expanding business opportunities and driving additional sales growth