Responsibilities

• Own lifecycle strategy end-to-end
• Develop a comprehensive lifecycle strategy to drive qualified user activation, including onboarding completion, account opening, funding, and first key action (e.g., first investment/trade and/or AI engagement).
• Define the lifecycle “moments that matter” and build programs that move customers through them.
• Plan and execute personalized journeys across email, push, in-app messaging, and SMS (as applicable).
• Build segmentation and triggers based on customer intent and behavior (e.g., new-to-investing vs experienced, browsing vs ready-to-fund, AI-engaged vs not).
• Design and deploy education-led lifecycle programs that help customers navigate investing concepts, product workflows, and decision-making with confidence.
• Partner with Product Marketing and Creative to develop content frameworks (e.g., “first week,” “first deposit,” “first portfolio,” “risk basics,” “market moments,” “AI tips”).
• Own a full-funnel experimentation roadmap (A/B tests, holdouts, incremental lift where feasible). Analyze performance and continuously optimize based on KPIs like activation rate, time-to-fund, first action conversion, repeat engagement, retention, and reactivation.
• Drive campaign automation and personalization using audience insights and performance learnings.
• Partner with Data Science/Analytics to leverage models or AI-driven insights (e.g., propensity to fund, churn risk, next-best-action recommendations) to improve targeting and relevance.
• Report on lifecycle channel, campaign, and program performance; translate data into actionable insights and clear priorities.
• Establish dashboards and reporting frameworks with Analytics; share learnings with Growth and leadership.
• Collaborate with Product, Growth, Product Marketing, Design/Creative, and Legal/Compliance to ensure messaging is accurate, consistent, and compliant.
• Improve lifecycle surfaces and conversion paths by partnering with Product on UX and in-app prompts.
• Set priorities with Lifecycle Marketing Ops / MarTech partners to ensure high-quality execution (templates, QA, deliverability, tracking hygiene, governance).
• Build scalable processes and playbooks for launches and evergreen programs.

Requirements

• Bachelor’s degree in Business, Marketing, Finance, or a related field (or equivalent experience).
• 6–10+ years of DTC lifecycle/CRM experience across email, push, in-app, and SMS (as applicable).
• Strong track record driving measurable growth outcomes through onboarding, engagement, retention, and lifecycle optimization at scale.
• Experience with experimentation methodologies and performance measurement (A/B testing, holdouts, cohort analysis).
• Excellent creative judgment: ability to direct lifecycle creative, test value propositions, and iterate quickly.
• Strong analytical and storytelling skills—you can interpret data and communicate clearly to stakeholders.
• Comfort operating in a fast-paced environment with high ownership and ambiguity.
• Experience working in regulated industries (fintech, investing, banking) and collaborating closely with Legal/Compliance is strongly preferred.

Preferred

• Experience marketing investing/brokerage products or financial education products.
• Familiarity with lifecycle tools (e.g., Braze, Iterable, Customer.io) and analytics tools (Amplitude, Mixpanel, Looker, etc.).
• Experience using AI/ML-driven segmentation and personalization (propensity models, churn prediction, next-best-action).
• People management experience or experience mentoring a small team.