Associate Director, Retention & Lifecycle Marketing

Gen Digital Inc.•New York, NY

1d•$185,000 - $210,000

About The Position

This senior individual-contributor role will own the Activation stage of MoneyLion’s user journey and Instacash end to end. The position involves defining how new users move from sign-up and bank linking to their first monetized action, disbursement, retention, reactivation, and cross-sell hand-off. The role requires balancing strategy with hands-on journey execution, defining activation for new product lines as well as running flagship products. MoneyLion is Gen’s financial-wellness platform, and Instacash is its highest-volume product and primary entry door for most new users.

Requirements

8 to 12+ years in lifecycle / CRM, growth or onboarding-focused marketing for a digital product or subscription business, with real depth in activation and early-funnel conversion.
A track record owning activation or onboarding strategy end to end and personally shipping journeys in Iterable, Braze or a similar platform.
Experience owning a flagship product’s full lifecycle journey, not just its top-of-funnel moment; comfort owning disbursement, retention and reactivation alongside first activation.
Strong data literacy across funnel, cohort and incrementality analysis, with the ability to turn a sign-up-to-bank-link funnel into a concrete roadmap.
Comfort working alongside AI decisioning and personalization systems you do not own or configure yourself, translating requirements into signals another team builds against.
Cross-functional fluency with acquisition and growth teams, product engineering, and data and analytics partners; able to align stakeholders without formal authority.
Excellent written communication and a high bar for QA, especially at handoff points between teams.

Nice To Haves

Experience in fintech, consumer credit or another business where the real activation moment is a first meaningful action, not just a sign-up.
Familiarity with Hightouch’s AI decisioning tools or other decisioning platforms, even without having configured them yourself.

Responsibilities

Own end-to-end activation strategy and the primary KPI: how quickly new users complete sign-up, link a bank account and convert to their first monetized action at D1, D7 and D30.
Run Instacash’s full journey, from activation through disbursement, retention, reactivation and the cross-sell hand-off, as the single owner of MoneyLion’s highest-volume product.
Design nurture journeys that move a new sign-up toward bank-link and first product fit, independent of which product ends up being the entry door.
Partner with the acquisition team on lead-handoff quality and with Product on product journeys and flows.
Analyze user behavior data, build segmentation model needs and use financial-health segments based on cash flow and credit as a routing input.
Build and launch in Iterable, owning QA, frequency and suppression logic for every activation and Instacash journey.
Supply the eligibility and signal requirements the AI decisioning stack needs and read the resulting lift, while the central analytics team owns the methodology.
Own the numbers and the activation narrative for leadership, reporting incremental lift versus a holdout control group and recommending concrete next steps.