Lifecycle & CRM Lead

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

📋 Description

• Take ownership of the complete lifecycle strategy, encompassing everything from signup and initial transactions to repeat usage, activation, retention, reactivation, cross-selling, and long-term customer value.

• Enhance customer Lifetime Value (LTV) by identifying areas for increasing transaction frequency, retention rates, product adoption, and share of wallet.

• Manage the incentives strategy and budget, evaluating where incentives generate genuine incremental behavior versus merely subsidizing existing actions.

• Develop a robust experimentation framework utilizing control groups, holdouts, segmentation, and incremental measurement techniques.

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

• Oversee communication governance across various channels including WhatsApp, email, push notifications, and others.

• Manage the portfolio of lifecycle communications, ensuring each touchpoint has a defined objective and measurable value.

• 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 assess whether customer needs should be addressed through CRM strategies or product experiences.

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

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

• Transform customer insights into product opportunities, growth initiatives, and enhancements in customer relevance.

• Create feedback mechanisms across Product, Growth, Brand, Operations, and regional teams.

• Develop reporting and operational frameworks to make performance, experiments, learnings, and opportunities visible across the organization.

⛳️ Requirements

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

• Strong business acumen with the ability 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 efforts.

• In-depth knowledge of incrementality and experimentation methods, including control groups, holdouts, uplift measurement, and causal analysis.

• Experience managing incentive and promotional budgets, with the capability to differentiate between true incremental behavior and subsidized actions.

• Comprehensive expertise in segmentation, personalization, and lifecycle journey design for channels such as WhatsApp, email, push notifications, and in-product interfaces.

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

• Proven ability to identify and promote multi-product adoption, including second-product conversion, cross-selling, and increasing products per active user.

• Solid understanding of churn, retention, and reactivation dynamics, with experience in creating programs to prevent churn and re-engage inactive users.

• Ability to translate behavioral data, campaign performance, customer research, and qualitative feedback into actionable product and growth opportunities.

• Strong product judgment, with the capability to determine when customer needs should be resolved through CRM as opposed to enhancing the product experience.

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

• Capability to collaborate closely with Product, Growth, Data, Brand, and Operations teams, influencing priorities and translating customer insights into concrete actions.

• Equivalent competencies in any of the above areas will also be taken into consideration.

🏝️ Benefits

• Initial stock options grant.

• Annual performance bonus.

• Health, dental, and vision insurance plans.

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

• Opportunities for continuous learning.

• Unlimited paid time off (PTO).

• Paid parental leave.

• Opportunities for growth in a dynamic entrepreneurial environment.