Lifecycle & CRM Lead

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

📋 Description

• Take ownership of the end-to-end lifecycle strategy, encompassing everything from user signup and their first transaction to repeat usage, activation, retention, reactivation, cross-selling, and fostering long-term customer value.

• Enhance lifetime value (LTV) across the customer base by pinpointing opportunities to boost transaction frequency, retention rates, product adoption, and wallet share.

• Manage the incentives strategy and budget, identifying where incentives can truly drive incremental behavior.

• Establish an experimentation engine leveraging control groups, holdouts, segmentation, and incremental measurement.

• Build and oversee the Lifecycle & CRM team, setting clear ownership, operational rhythms, standards, and a quantifiable roadmap.

• Define the governance of communications across platforms such as WhatsApp, email, push notifications, and other channels.

• Supervise lifecycle communications, ensuring that each interaction has a defined objective and measurable value.

• Develop segmentation and personalization strategies based on customer behavior, transaction history, lifecycle stage, geography, product usage, and other relevant signals.

• Collaborate with Product teams to ascertain when customer needs should be addressed through CRM rather than through the product experience.

• Promote the adoption of new products and use cases beyond remittances.

• Establish a customer intelligence function in partnership with the Data team, utilizing behavioral data, campaign performance, customer discussions, research, and qualitative feedback.

• Convert customer insights into product and growth opportunities.

• Create feedback loops among Product, Growth, Brand, Operations, and regional teams.

• Develop the reporting and operational framework for Lifecycle.

⛳️ Requirements

• Extensive experience in leading Lifecycle, CRM, Retention, or Customer Growth within a consumer business, particularly one with high transaction frequency or recurring usage.

• Strong business acumen, with the capacity to prioritize opportunities based on anticipated customer impact, incremental value, cost, and scalability.

• Proven success in driving incremental growth across activation, repeat usage, retention, reactivation, and cross-selling.

• Deep understanding of incrementality and experimentation methods, including control groups, holdouts, uplift measurement, and causal analysis.

• Experience in managing incentives and promotional budgets, with the ability to differentiate between genuine incremental behavior and subsidized activity.

• Extensive knowledge of segmentation, personalization, and lifecycle journey design across WhatsApp, email, push notifications, and in-product interfaces.

• Strong analytical mindset and experience collaborating closely with Data teams to define target audiences, measurement frameworks, customer insights, and growth opportunities.

• Proven experience in identifying and promoting multi-product adoption, including second-product conversion, cross-selling, and increasing the number of products per active user.

• Strong grasp of churn, retention, and reactivation dynamics, with experience in developing programs to mitigate churn and recover inactive users.

• Ability to translate behavioral data, campaign outcomes, customer research, and qualitative feedback into clear product and growth avenues.

• Strong product judgment, capable of discerning when a customer need should be met through CRM or integrated into the product experience.

• Experience in building and managing high-performing teams, establishing clear ownership, operational rhythms, and a rigorous execution standard.

• Ability to collaborate effectively with Product, Growth, Data, Brand, and Operations teams, influencing priorities and translating customer insights into actionable strategies.

• Equivalent qualifications in any of the above areas will also be considered.

🏝️ Benefits

• Initial stock options grant.

• Annual performance bonus.

• Health, dental, and vision insurance plans.

• Work model: currently fully remote, transitioning to a hybrid setup in the future.

• Continuous learning opportunities.

• Unlimited paid time off (PTO).

• Paid parental leave.

• Empowering opportunities for growth within a dynamic entrepreneurial environment.