Lifecycle Specialist

FOR POOLING:

Role Description The Lifecycle Specialist is a full-time, on-site role based in Makati. This role is responsible for managing the user journey from acquisition to activation, retention, and re-engagement, using data-driven insights to optimize each lifecycle stage. The Lifecycle Specialist will design and execute targeted campaigns across email, in-app messaging, and other owned channels, and coordinate with product, marketing, and customer support to ensure a consistent user experience. They will analyze cohort behavior, define lifecycle segments, track performance metrics, and recommend improvements that increase user activity and long-term value. The role also includes documenting lifecycle processes, maintaining campaign calendars, and staying current with best practices in fintech and crypto user engagement.

Qualifications:

• Experience in lifecycle marketing, CRM, or user engagement, including planning and executing multi-channel campaigns.
• Hands-on with a major lifecycle/engagement platform (Braze, Customer.io, CleverTap, MoEngage, Iterable, OneSignal, or equivalent).
• Strong analytical skills with experience using data and metrics (e.g., cohort analysis, funnel tracking, A/B testing) to guide decisions.
• Strong grasp of segmentation, triggered journeys, onboarding flows, retention mechanics, personalization, A/B testing, and lifecycle analytics.
• Excellent written and verbal communication skills, with the ability to craft clear, user-centric messaging and collaborate across teams.
• Proficiency with CRM or marketing automation tools and basic understanding of segmentation, triggers, and customer journeys
• Comfortable working across product, data, compliance, support, and growth..
• Ability to work on-site in Makati, manage multiple projects, and operate in a fast-paced startup environment.
• Bachelor’s degree in Marketing, Business, Communications, or a related field, or equivalent practical experience.
• Experience with compliance-sensitive environments and an understanding of KYC/AML considerations is an advantage.
• Experience in Mobile Measurement Partner (MMP) tools (e.g. AppsFlyer, Airbridge) is a HUGE ADVANTAGE.

Key Responsibilities:

• Support the development and execution of lifecycle marketing strategies covering onboarding, activation, engagement, retention, referral, reactivation, win-back, and other stages of the customer journey.
• Build, configure, execute, monitor, and optimize triggered customer journeys, including but not limited to: KYC incomplete; KYC complete/no deposit; deposit/no card provision; card ready/no wallet add; wallet added/no first spend; first spend/no repeat; cashback unlocked; referral unlocked; inactive users; and high-value customer segments.
• Build and optimize multi-channel lifecycle campaigns across email, push notifications, in-app messaging, SMS/WhatsApp where appropriate, content cards, webhooks, and other approved channels.
• Use and manage CRM/lifecycle marketing platforms such as Braze, Customer.io, CleverTap, MoEngage, Iterable, OneSignal, or equivalent platforms, as assigned by the Company.
• Work with Growth Operations, Product, Data/Analytics, and other relevant teams to define the events, attributes, audiences, and segments required for lifecycle campaigns and identify missing data or tracking requirements.
• Develop and maintain customer segments based on lifecycle stage, customer behavior, transaction activity, engagement, product usage, customer value, and other approved criteria.
• Execute lifecycle experiments involving subject lines, copy, timing, incentives, segmentation, personalization, localization, channel mix, and journey branching.
• Monitor and analyze campaign performance, including activation rate, first-spend conversion, repeat-spend rate, referral action, engagement, retention, reactivation, conversion, and other agreed KPIs.
• Assist in developing retention, churn-prevention, re-engagement, and win-back programs designed to improve customer engagement and lifetime value.
• Prepare campaign briefs, performance reports, dashboards, test results, and weekly/monthly lifecycle insights as required.
• Use approved AI tools, where permitted by Company policy, to generate copy variants, localize content, develop journey maps, draft segmentation hypotheses, create campaign briefs, and summarize test results, while ensuring that confidential, personal, customer, and regulated information is not entered into unauthorized tools.
• Work with Growth Operations on first-party data capture and audience syncing, including approved cookie- and event-based segments and paid-audience handoffs from owned channels, in compliance with applicable privacy laws and Company policies.
• Coordinate with Creative, Product, Growth, Compliance, Customer Support, Technology, and other teams to ensure accurate, timely, and compliant lifecycle campaign execution.
• Maintain accurate documentation of customer journeys, campaign logic, audience criteria, testing results, campaign assets, and optimization learnings.
• Ensure proper campaign quality assurance before launch, including audience, content, links, triggers, frequency, timing, personalization, and journey logic.
• Maintain strict confidentiality and proper handling of customer information, CRM data, campaign data, credentials, and Company proprietary information.
• Perform other duties and responsibilities reasonably related to the position as may be assigned by the Company.