Senior Lifecycle Marketing Manager

Responsibilities

• Set the strategy. Own the lifecycle strategy end to end define the stages, the behaviors that matter at each one, and the engagement and LTV targets we are driving toward
• Build the segmentation and targeting framework that determines who hears what, when, and through which channel
• Choose among the levers available at each stage onboarding content, feature adoption prompts, personalization, cadence, servicing touchpoints, and offers and own a prioritized roadmap sequenced by impact and effort
• Architect complex journeys. Design and launch multi-step, multi-channel programs across email, SMS, push, in-app, direct mail, and paid retargeting spanning onboarding, activation, direct deposit adoption, engagement, retention, and reactivation
• Own campaign build and orchestration in a modern engagement platform (Braze, Salesforce Marketing Cloud, Iterable, Adobe Campaign, or comparable) audiences, triggers, decisioning logic, personalization, and suppression partnering with Data and Engineering on the event streams behind them
• Manage contact strategy and global suppression so the customer experience stays coherent rather than a collection of competing campaigns
• Use offers deliberately. Own the incentive toolkit as one lever within the broader lifecycle strategy rewards, cashback, bonuses, fee waivers, direct deposit incentives, referral and win-back offers and deploy it where it earns its cost
• Model offer economics end to end: cost to serve, funding source, payback period, incremental margin, and LTV lift. Bring a recommendation and the math behind it
• Set eligibility logic, caps, frequency rules, and cannibalization controls; retire underperformers and rebalance spend against a shared LTV and contribution-margin target
• Design for a causal read. Build every meaningful program with holdouts and control groups so we measure incrementality, not correlation, and run a continuous test agenda across messaging, creative, timing, channel, audience, and offer value

Requirements

• 7+ years in lifecycle, CRM, retention, or growth marketing, with meaningful time in consumer fintech, banking, payments, subscription, or e-commerce
• Demonstrated end-to-end ownership of a lifecycle or retention strategy you set the roadmap, built the programs, and can speak to what moved the business
• Fluency across the full lifecycle toolkit, including promotional and incentive programs you have designed offers, defended their economics, and measured incremental return
• Hands-on expertise building complex, branching journeys in a leading engagement platform (Braze, Salesforce Marketing Cloud, Iterable, Adobe Campaign, or comparable)
• Strong analytical toolkit: comfortable in SQL, fluent in experiment design, and able to reason about LTV, retention curves, and contribution margin
• Experience marketing in a regulated environment, and communication skills to make a numbers-driven case to a senior audience

Preferred

• Prepaid, debit, neobank, or alternative financial services experience, including direct deposit acquisition dynamics; exposure to next-best-action or propensity models; familiarity with a CDP (Segment, mParticle, Amperity) and modern data warehouse workflows