Senior Lifecycle Marketing Manager

Responsibilities

• Own our customer engagement platform. Audit our Braze and Iterable setup across email, push, in-app and SMS, including data integrations, deliverability and governance, recommend which one we consolidate on, and have it ready ahead of our next major launch so every message is consistent.
• Get new subscribers to value fast. Own the first 30 days, with the sharpest focus on the first 7, and drive the behaviors that predict retention across our products and features.
• Keep families subscribed. Build renewal, cancellation-save, win-back and reactivation programs, and work with Product and Data to define the early signs of churn.
• Bring back families who stall. Nurture families who stall before subscribing, and partner with Growth on retention by channel to shape paid spend and grow lifetime value.
• Engage the whole family. Reach parents who pay and set the rules, and kids who need positive reinforcement and money education, using real moments like an allowance paid or a goal reached.
• Build a word-of-mouth engine. Own the referral program with Growth and Product so engaged families bring in new ones.
• Measure and test. Define segments and triggers with Data, tune frequency, timing and channel mix so engagement doesn't turn into fatigue, run a testing roadmap, and set the reporting cadence.

Requirements

• Bachelor’s degree in Marketing, Business or related field
• 5+ years in lifecycle, CRM or retention marketing, with a track record of driving engagement in a consumer mobile app or similar digital product, where the app is the primary way customers engage.
• Experience with consumer subscription products and services, ideally in fintech such as banking, payments or investing.
• Hands-on experience with at least one of Braze or Iterable: you have built journeys, segments, push and in-app messages yourself.
• Led, or played a central role in, choosing, migrating or rebuilding a lifecycle platform.
• Comfortable turning lifecycle use cases into event, data and integration requirements (real-time events, customer attributes, deep links), pulling your own data and running A/B tests.
• A clear writer who brings a point of view and pushes back when something won't work.

Preferred

• Experience with both Braze and Iterable.
• Working SQL, or an understanding of how customer data flows from our warehouse into the CEP.
• Building a referral program, or messaging to kids and teens.
• Regulated financial services experience.