Senior Lifecycle Marketing Manager

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

📋 Description

• Take ownership of the comprehensive lifecycle strategy aimed at enhancing engagement, retention, and lifetime value for the Netspend brand.

• Establish lifecycle stages, key behaviors, engagement objectives, and lifetime value (LTV) goals.

• Develop frameworks for segmentation and targeting.

• Choose lifecycle levers such as onboarding content, feature adoption prompts, personalization, timing, servicing touchpoints, and promotional offers.

• Maintain a prioritized roadmap that is organized by impact and effort.

• Create and implement multi-step, multi-channel programs utilizing email, SMS, push notifications, in-app messaging, direct mail, and paid retargeting.

• Address onboarding, activation, direct deposit adoption, engagement, retention, and reactivation pathways.

• Manage campaign creation and orchestration within a modern engagement platform, focusing on audiences, triggers, decision-making logic, personalization, and suppression.

• Collaborate with Data and Engineering teams on foundational event streams.

• Oversee contact strategy and global suppression efforts.

• Manage the incentive toolkit, which includes rewards, cashbacks, bonuses, fee waivers, direct deposit incentives, referral programs, and win-back offers.

• Analyze offer economics including service costs, funding sources, payback periods, incremental margins, and LTV improvements.

• Define eligibility criteria, caps, frequency rules, and cannibalization controls; phase out underperforming offers and redistribute budget accordingly.

• Create programs utilizing holdouts and control groups to assess incrementality.

• Conduct ongoing tests on messaging, creative elements, timing, channels, audiences, and offer values.

• Work with Analytics to model LTV, assess cohort and retention curves, and forecast at the segment level.

• Ensure performance reporting that encompasses spending, impacts, insights, and subsequent steps.

• Collaborate with Legal, Compliance, and Risk teams to adhere to UDAAP, Reg E, TCPA, CAN-SPAM, and requirements from bank and network partners.

• Coordinate with Product, Finance, Analytics, Creative, Customer Care, and banking partners on priorities, funding, eligibility, and service readiness.

⛳️ Requirements

• 7+ years of experience in lifecycle, CRM, retention, or growth marketing, with substantial involvement in consumer fintech, banking, payments, subscriptions, or e-commerce.

• Proven track record of end-to-end ownership of a lifecycle or retention strategy, including roadmap and program creation.

• Proficiency in designing promotional and incentive programs, defending offer economics, and evaluating incremental returns.

• Practical experience in constructing complex, branching journeys in platforms like Braze, Salesforce Marketing Cloud, Iterable, Adobe Campaign, or similar tools.

• Strong analytical skills, including proficiency in SQL and experiment design.

• Capability to analyze LTV, retention curves, and contribution margins.

• Experience in marketing within a regulated environment.

• Excellent communication skills to present data-driven arguments to senior audiences.

• Background in prepaid, debit, neobank, or alternative financial services is advantageous.

• Familiarity with direct deposit acquisition dynamics, next-best-action or propensity models, CDPs, and modern data warehouse workflows is a plus.

• Must possess legal authorization to work in the United States and indicate whether U.S. employment visa sponsorship is necessary.

🏝️ Benefits

• Competitive salary and performance-based bonuses.

• Comprehensive health, dental, and vision insurance.

• Generous paid time off and holiday policies.

• Opportunities for professional development and career advancement.

• Flexible work environment and remote working options.