Alysse Guitar is vice president of Marketing at Figure, where she has helped transform marketing into a major driver of growth and operational efficiency. As the company’s senior-most marketing executive reporting directly to the chief executive officer, Guitar has played a central role in helping Figure facilitate $8.3 billion in HELOC originations in 2025 and a record $1.19 billion in March 2026 alone.
Over the past year, Guitar led efforts to modernize Figure’s marketing strategy through advanced attribution modeling, AI-driven optimization and a rigorous testing culture focused on measurable outcomes. She championed the implementation of Media Mix Modeling, enabling the company to identify overlooked growth opportunities and scale high-performing channels by as much as 500%. These efforts contributed to 100% year-over-year growth while improving overall marketing efficiency and profitability.
Guitar has also prioritized balancing technology with authentic storytelling. Through Figure’s “Figure Out” campaign series, she helped showcase real customer experiences ranging from first-time buyers to retirees, positioning Figure’s products as relatable financial tools rather than abstract technology solutions. Her leadership has helped strengthen the connection between AI-driven targeting and human-centered marketing.
Known for fostering a “truth over trust” culture, Guitar works closely with data science, product, legal and compliance teams to ensure marketing decisions are grounded in transparency, collaboration and measurable performance. Her leadership continues to position Figure as one of the most innovative and data-driven brands in housing finance.
Name:
Alysse Guitar
Title:
Vice President, Marketing
Company Name:
Figure
