Lifecycle & CRM Lead

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

📋 Description

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

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

• Manage the incentives strategy and budget, evaluating where incentives truly drive incremental behavior rather than merely subsidizing activities that would have occurred anyway.

• Establish a robust experimentation engine throughout the lifecycle utilizing control groups, holdouts, segmentation, and incremental measurement.

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

• Oversee Félix’s communication governance regarding frequency, channels, purposes, and message prioritization.

• Handle lifecycle communications through WhatsApp, email, push notifications, and additional relevant channels.

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

• Collaborate with Product teams to decide when customer needs should be addressed via CRM versus the product experience.

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

• Develop a customer intelligence function with the Data team, utilizing behavioral data, campaign performance, customer conversations, research, and qualitative feedback.

• Transform customer insights into product opportunities, solutions for friction points, and enhanced customer relevance.

• Establish feedback loops across Product, Growth, Brand, Operations, and regional teams.

• Create reporting and operational frameworks that make performance, experiments, learnings, and opportunities visible.

⛳️ Requirements

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

• Strong business acumen, capable of prioritizing opportunities based on their expected customer impact, incremental value, cost, and scalability.

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

• Comprehensive understanding of incrementality and experimentation, 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.

• In-depth expertise in segmentation, personalization, and lifecycle journey design across WhatsApp, email, push notifications, and in-product surfaces.

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

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

• Solid understanding of churn, retention, and reactivation dynamics, with a history of developing programs to mitigate churn and recover inactive users.

• Capability to convert behavioral data, campaign performance, customer research, and qualitative feedback into tangible product and growth opportunities.

• Strong product judgment, adept at discerning when customer needs should be met via CRM or integrated into the product experience.

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

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

• Equivalent qualifications in any relevant area will also be considered.

🏝️ Benefits

• Competitive salary

• Initial stock options grant

• Annual performance bonus

• Health, dental, and vision plans

• Work model: currently fully remote, with plans to transition to a hybrid setup in the future

• Continuous learning opportunities

• Unlimited paid time off (PTO)

• Paid parental leave

• Empowering opportunities for growth in a dynamic entrepreneurial environment