CVM, Lifecycle Marketing Lead – B2C Subscription SaaS

This is a fully remote position, open to applicants in Armenia.

📋 Description

• Enhance Reg→Purchase conversion by implementing triggered post-quiz, paywall-abandonment, and onboarding sequences through email, SMS, and web push.

• Take charge of first-purchase activation within the initial 7 days.

• Differentiate renewal sequences based on plan tier (1 / 3 / 6 month).

• Develop pre-cancel intervention flows — including pause offers, plan-switching, and value reminders — utilizing captured cancel reasons.

• Influence the month-1 rebill rate, which is the most impactful metric in our subscription economics.

• Create a reactivation engine for the cancelled cohort — utilizing email and SMS, personalized according to cancel reasons and tenure.

• Recover revenue from a currently dormant base due to deliverability challenges.

• Manage the CRM-driven path for add-on products (Resume Review, Resume Builder): overseeing timing, segmentation, copy, and channel.

• Lead the transition from our current email service provider to our selected omnichannel platform (Maestra as the current candidate; Customer.io as an alternative).

• Restore and uphold email domain reputation.

• Establish SMS as a primary channel, ensuring compliance with US regulations (TCPA, A2P 10DLC).

• Launch web push and coordinate cross-channel flows (email → SMS → push cascades).

• Implement incremental measurement with holdouts for every flow. We aim for incremental revenue that is both attributable and defensible.

⛳️ Requirements

• Minimum of 3 years of experience in operating CVM/lifecycle programs specifically within the US market. This includes US b2c subscription experience, which is non-negotiable — encompassing US deliverability, carriers, consumer behavior, and compliance.

• At least 5 years of total experience in CRM/lifecycle/CVM, with a requirement of having owned the function end-to-end in at least one role (beyond mere execution).

• Practical experience with an enterprise omnichannel platform — Maestra preferred; relevant experience with Braze, Iterable, Customer.io, or Klaviyo is also acceptable.

• Genuine hands-on experience in launching SMS as a marketing channel in the US, including knowledge of TCPA, A2P 10DLC, and carrier compliance (not merely coordinating with a vendor).

• Proven hands-on experience in launching web push and measuring its impact.

• Proficiency in SQL to pull your own segments and validate your data.

• A subscription-business mindset: you consider LTV/payer, payback period, retention curves, and cohorts — rather than just opens and clicks.

• A history of generating measurable incremental revenue from CRM initiatives, ideally validated through holdout methods.

• A proactive approach. We function as a small team; you will need to execute quicker than you plan.

• Proficiency in English and Russian.

🏝️ Benefits

• Clear responsibilities and ownership from the outset. You will be the function, not just a contributor.

• The financial dynamics are significantly leveraged — even a 5-percentage-point improvement in month-1 rebill greatly impacts the company's bottom line.

• Work directly with the CMO, CEO, and Growth PM. No bureaucratic layers, no office politics.

• Your efforts will be directly visible to users seeking their next job — outcomes that you can truly appreciate.