Responsibilities

• Own end-to-end activation strategy and the primary KPI: how quickly new users complete sign-up, link a bank account and convert to their first monetized action at D1, D7 and D30.
• Run Instacash’s full journey, from activation through disbursement, retention, reactivation and the cross-sell hand-off, as the single owner of MoneyLion’s highest-volume product.
• Design nurture journeys that move a new sign-up toward bank-link and first product fit, independent of which product ends up being the entry door.
• Partner with the acquisition team on lead-handoff quality and with Product on product journeys and flows.
• Analyze user behavior data, build segmentation model needs and use financial-health segments based on cash flow and credit as a routing input.
• Build and launch in Iterable, owning QA, frequency and suppression logic for every activation and Instacash journey.
• Supply the eligibility and signal requirements the AI decisioning stack needs and read the resulting lift, while the central analytics team owns the methodology.
• Own the numbers and the activation narrative for leadership, reporting incremental lift versus a holdout control group and recommending concrete next steps.

Requirements

• Experience: 8 to 12+ years in lifecycle / CRM, growth or onboarding-focused marketing for a digital product or subscription business, with real depth in activation and early-funnel conversion.
• A track record owning activation or onboarding strategy end to end and personally shipping journeys in Iterable, Braze or a similar platform.
• Experience owning a flagship product’s full lifecycle journey, not just its top-of-funnel moment; comfort owning disbursement, retention and reactivation alongside first activation.
• Strong data literacy across funnel, cohort and incrementality analysis, with the ability to turn a sign-up-to-bank-link funnel into a concrete roadmap.
• Comfort working alongside AI decisioning and personalization systems you do not own or configure yourself, translating requirements into signals another team builds against.
• Cross-functional fluency with acquisition and growth teams, product engineering, and data and analytics partners; able to align stakeholders without formal authority.
• Excellent written communication and a high bar for QA, especially at handoff points between teams.
• Nice to have: experience in fintech, consumer credit or another business where the real activation moment is a first meaningful action, not just a sign-up.
• Nice to have: familiarity with Hightouch’s AI decisioning tools or other decisioning platforms, even without having configured them yourself.

Preferred

• experience in fintech, consumer credit or another business where the real activation moment is a first meaningful action, not just a sign-up.
• familiarity with Hightouch’s AI decisioning tools or other decisioning platforms, even without having configured them yourself.