Senior Director of Lifecycle Marketing - Leading FinTech Startup

Senior Director of Lifecycle Marketing

Seeking a Senior Director of Lifecycle Marketing to lead and evolve customer activation, engagement, retention, and monetization strategy across the entire customer journey.
This leader will own the vision, strategy, and execution for Lifecycle Marketing across email, push, SMS, in-app messaging. You'll lead a team responsible for helping customers build strong financial habits, deepen engagement with products, and increase long-term customer value.
This role sits at the intersection of Growth, Product, Data, Martech, and Creative. You'll partner closely with cross-functional teams to deliver highly personalized, insight-driven customer experiences that improve activation, retention, product adoption, and monetization.
They are looking for someone who combines strong strategic thinking with operational excellence to build meaningful long-term customer relationships at scale. You should deeply understand customer behavior, segmentation, experimentation, and lifecycle automation while also being excited about how AI can modernize personalization, content creation, and lifecycle operations.
What you'll do:
Own and evolve lifecycle strategy
Lead lifecycle marketing strategy across activation, onboarding, engagement, retention, winback, and cross-sell
Develop customer journey frameworks that increase long-term customer value and product adoption
Partner closely with Product and Growth teams to improve onboarding and early customer activation
Build personalized customer experiences
Develop segmentation and personalization strategies across email, push, SMS, and in-app messaging
Create highly relevant customer journeys informed by behavioral, transactional, and engagement data
Improve customer communication relevance, timing, and channel orchestration
Drive experimentation and performance
Build structured testing frameworks across messaging, timing, channel mix, offers, and personalization
Continuously optimize lifecycle KPIs including activation, retention, engagement, monetization, and churn
Translate insights into scalable lifecycle improvements
Strengthen lifecycle infrastructure and operations
Partner with Martech and Data teams to improve lifecycle tooling, data quality, and automation capabilities
Improve operational workflows, campaign QA, and execution processes
Help define the roadmap for future lifecycle infrastructure and personalization capabilities
Apply AI to modern lifecycle marketing
Identify and implement AI-driven workflows that improve content generation, segmentation, testing, and reporting
Explore AI-powered personalization and behavioral targeting opportunities
Leverage automation to improve team efficiency and campaign velocity
Management and cross-functional execution
Lead and develop the Lifecycle Marketing team
Partner closely with Product, Creative, Data, Acquisition, and Martech teams
Foster a culture of experimentation, accountability, and customer-centric thinking
Required experience
10+ years of experience in CRM, lifecycle marketing, retention, or growth marketing
Proven experience leading lifecycle strategy across email, push, SMS, and in-app messaging
Experience building segmentation, personalization, and automated customer journey frameworks
Demonstrated experience improving retention, activation, engagement, or LTV metrics
Experience managing lifecycle marketing teams and cross-functional initiatives
Strong partnership experience with Product, Data, Martech, and Creative teams