Finyard - CRM & Lifecycle Marketing Lead

Remote - Americas3w ago

Remote Staff NA Fintech Marketing Manager CRO Copywriting Customer Onboarding Reporting Customer Engagement CRM Management

Requirements

• 5+ years of experience in CRM, lifecycle marketing, retention marketing, customer engagement or a similar area. • At least 2 years of experience in the fintech environment. • Proven experience designing lifecycle programmes end to end, not only executing standalone campaigns created by someone else. • Strong understanding of customer lifecycle mechanics: onboarding, activation, engagement, retention, churn prevention and reactivation. • Ability to identify behavioural barriers, lifecycle gaps and engagement opportunities, then translate them into practical CRM journeys. • Strong business and customer thinking: ability to understand what kind of message, hook, content or channel is likely to work for a specific client segment. • Hands-on experience with segmentation, behavioural triggers, journey logic, A/B testing and CRM performance analysis. • Experience with CRM or marketing automation platforms such as Braze, Iterable, Customer.io, Optimove, CleverTap, OneSignal, ZohoCRM, Solitics or similar. • Understanding of cross-channel CRM mechanics across email, push, in-app messages, chat, messengers and sales / support communication. • Excellent written English and strong copywriting skills; ability to write clear, engaging and compliant client-facing communication independently. • Comfortable working with behavioural, product and CRM data: defining segments, interpreting results and understanding what should be tested or improved. • Ability to work independently, structure work clearly and take ownership of outcomes under a service agreement model. • Experience adapting CRM communication for international markets such as MENA, SEA, Africa or LATAM. • Experience building CRM programmes from an early or underdeveloped stage. • Experience creating message libraries, tone-of-voice guidelines or reusable lifecycle communication frameworks. • Experience working with educational client journeys or event-driven communication. • Introductory call with the Talent Acquisition team. • Written exercise. You will be given one of our existing onboarding emails to rewrite, a reactivation brief, and a live market event with a short window to draft the pre-event and post-event messages. This is the core of our assessment. • Written exercise. • Technical and strategy interview: journey design, segmentation, measurement. • Final interview with the Chief Revenue Officer.

Responsibilities

• Design and develop lifecycle communication programmes across the full client journey: registration,activation, engagement, retention, churn prevention, reactivation and high-value client treatment. • Analyse customer behaviour and identify where clients drop off, lose interest, need education, require reassurance, or may benefit from a more relevant product or communication path. • Build communication journeys based on audience segments, behavioural triggers, client activity, product usage and business priorities. • Define what message, channel, timing and call-to-action should be used for different client segments and lifecycle stages. • Own cross-channel CRM communication across email, push, in-app messages, website or platform touchpoints, chat, WhatsApp / messengers, and sales or support touchpoints where relevant. • Create client-facing copy and content for lifecycle campaigns, onboarding flows, retention journeys, reactivation campaigns, educational sequences. • Develop message logic, talk tracks, macros or communication guidelines for sales and customer support teams where CRM communication requires human follow-up. • Work with product, BI, engineering, sales, support, compliance and regional teams to make sure lifecycle communication is relevant, technically feasible, measurable and compliant. • Define CRM data and segmentation needs, including behavioural signals, triggers and client attributes required to run effective journeys. • Run continuous testing and optimisation of lifecycle campaigns, including subject lines, timing, content, offers, channel mix, journey structure and audience logic. • Monitor and report performance of CRM flows and campaigns, using data to identify what should be improved, scaled or stopped. • Maintain a consistent tone of voice across client communications, including communication adapted for different regions and client segments. • Ensure that client-facing communication meets relevant compliance and legal requirements.