Principal Marketing Manager, Lifecycle Marketing

Responsibilities

• Own Capital lifecycle marketing end to end: attach (application & funding), upgrade and repeat draw, retention & active use, onboarding, and targeting/behavior triggers across in-product, email, and other owned direct channels.
• Reimagine the in-product experience for Capital to drive breakthrough adoption through in-product education and new AI capabilities, while optimizing critical attach and upgrade funnels.
• Deliver hyper-personalized, AI-driven experiences using next-best-action models and in-product surfaces that help customers discover, apply for, and draw on Capital financing.
• Become the go-to lifecycle marketing engine for Capital, running data-driven campaigns that drive awareness of and draws from QuickBooks' suite of lending products.
• Build and prioritize the testing roadmap for Capital campaigns — targeting, messaging, offer sequencing, cadence/suppression logic — and run experiments to isolate incremental lift.
• Partner with Capital Product, Risk, Servicing, and Data Science to align lifecycle motions with underwriting, pricing, and portfolio health goals.
• Represent Capital lifecycle marketing in planning and goal-risk conversations, surfacing tradeoffs and recommendations to your manager and senior stakeholders.

Requirements

• 10+ years of lifecycle marketing, product marketing, and go-to-market experience in SaaS, Fintech, Financial Services, or platform businesses.
• Proven track record independently owning a revenue-linked marketing program (lending, credit, or similar recurring/attach-driven products).
• Hands-on expertise across owned direct channels — email, in-product messaging, and at least one additional owned channel (push, SMS, or similar).
• Demonstrated ability to translate business and risk constraints (eligibility, underwriting, pricing) into a compliant, effective lifecycle marketing plan.
• Strong quantitative fluency — comfortable defining test hypotheses, reading funnel and cohort data, and making an incrementality-based case for a marketing motion.
• Proven cross-functional influence without direct authority, partnering with Product, Risk, and Data teams as a peer.