Head of Lifecycle Marketing

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

📋 Description

• Develop a comprehensive post-funding lifecycle strategy from the initial payment through to payoff, refinancing, top-ups, second loans, and related products. Anticipate future trends in the portfolio and competitive landscape, providing a defensible, data-driven perspective on where the next dollar of LTV will originate.

• Determine the next-best-offer for products, channels, and timing, supported by behavioral signals (such as on-time payments, paydowns, income changes, credit development) and real cohort and propensity models created with Data Science, rather than relying on instinct, while balancing risk-adjusted returns against customer engagement.

• Treat LTV, repeat-borrow rates, and portfolio yield as vital P&L levers. Take ownership of these primary metrics, linking them to CAC and funnel economics in collaboration with Finance and Credit & Risk, while making trade-offs that genuinely enhance performance.

• Transform the payoff moment, a natural exit point, into a significant re-engagement opportunity. Create a re-acquisition workflow that activates as loans near and reach payoff, along with pre/post-payoff and win-back initiatives that convert it into the next suitable product offering.

• Navigate confidently through ambiguity as the portfolio grows. Manage lifecycle activation for new products (such as marketplace relaunches, deposit, and partner cross-sells), oversee the lifecycle stack via HubSpot (post-SFMC migration), and utilize AI for next-best-action, propensity scoring, and journey optimization where applicable.

• Optimize lead acquisition across Happy Money and partner products. Manage lead scoring, qualification frameworks, and routing logic to ensure that the right prospects engage with the appropriate journeys at the right time. Incorporate predictive data signals into lead prioritization and channel optimization.

• Maintain a candid, evidence-based approach. Validate what strategies are effective through rigorous experimentation (including holdouts and incrementality), learn rapidly from failures, and allow results to inform strategy and tactics.

• Promote a disciplined operational rhythm with regular weekly/monthly reviews, budget tracking, and quarterly LTV/retention/repeat-origination forecasts. Simplify complex segmentation and next-best-action logic for senior leadership and eliminate roadblocks across functions without resorting to escalation.

• Transform routine servicing interactions into brand and growth opportunities (such as reminders, milestones, and payoff celebrations) in collaboration with Communications, Servicing, Product, and CX, while ensuring attribution, tracking, and dashboard integrity to foster trust in the data.

• Build capability before expanding the team. Initially act as a force multiplier across analysts, data scientists, martech/agency partners, and AI agents, knowing when to utilize each, then establish and lead the lifecycle team as the scope broadens, maintaining high standards for talent and customer engagement.

• Maintain a keen awareness of external developments. Monitor lifecycle and retention strategies at peer lenders (like SoFi, Upgrade, LendingClub, Best Egg) and related fintechs, translating these insights into actionable roadmaps with a sense of urgency rather than waiting for consensus.

⛳️ Requirements

• Over 8 years of experience in lifecycle, CRM, retention, or growth marketing, with significant exposure to lending or fintech (preferably in personal lending, credit cards, or mortgages).

• Have owned an LTV or retention strategy and tactics, rather than just campaign execution, and possess a deep understanding of how the business generates income, enabling you to treat repeat-borrow rates and portfolio yield as P&L levers.

• Strong analytical and financial acumen (CAC, funnel conversion, lead scoring, forecast modeling, LTV economics) with the ability to make sound decisions and challenge assumptions without needing direction.

• Extensive lifecycle expertise (journey design, automation workflows, next-best-offer logic, PIF/win-back) along with fluency in behavioral data and segmentation, allowing direct collaboration with analysts and data scientists on cohort, propensity, and uplift models.

• Ability to think across disciplines and remain comfortable with complexity, ambiguity, and pushback, learning quickly from both successes and failures.

• Experience in developing or managing shared eligibility/trigger layers with Credit or Risk departments.

• Proven track record of conducting rigorous experiments (holdouts, multivariate, incrementality) and acting on the findings.

• Capable of executing tasks and communicating effectively, making complex segmentation and next-best-action logic comprehensible to key stakeholders, prioritizing effectively, and resolving competing priorities without defaulting to escalation.

• Hands-on experience with modern lifecycle tools (automation, email/SMS/in-app/push, journey orchestration) and comfortable navigating platform transitions (currently undergoing migration to HubSpot).

• Anticipate market and portfolio trends, translating them into credible strategies with a defensible viewpoint.

• Prepared to build and lead a team: this role begins without direct reports, but you possess the instincts to gather the right mix of talent, partners, and AI agents, holding a high-performing team to elevated standards as the function scales.

🏝️ Benefits

• Generous medical, dental, and vision insurance options.

• Eligible for an Annual Bonus.

• 401k Plan with a matching contribution.

• Generous PTO including sick leave, vacation, volunteer days, and more.

• 12 Weeks of Paid Parental Leave.

• Company-paid short & long term disability and life insurance.

• Monthly tech stipend to assist with expenses for remote work.