Lifecycle Journey Manager, Cross-Sell & Expansion

Gen Digital•New York, NY

1d•Hybrid

About The Position

Gen is a global tech company focused on making the digital world freer, fairer, and safer. The Growth & Retention team at MoneyLion is seeking a Lifecycle Journey Manager to own the Cross-Sell & Expansion stage of the user journey. This role focuses on transforming single-product users into high-value, multi-product customers. Instead of running channel campaigns, the manager will develop and execute strategies to increase product breadth and monetization depth across the company's portfolio. This involves working closely with an AI decisioning stack, setting objectives, and collaborating with Product, Data, Creative, and Martech teams to design, launch, and validate programs that enhance customer value. The position requires a blend of strategic thinking, hands-on execution, and an analytical, experiment-driven approach.

Requirements

5–8+ years in lifecycle / CSM, growth, or retention marketing for a digital product or subscription business, with depth in cross-sell, upsell, or monetization.
A track record owning both strategy and execution - you’ve defined lifecycle plans and personally shipped journeys in Iterable, Braze, Salesforce Marketing Cloud, or similar.
Strong data literacy - propensity, funnel, cohort, and incrementality analysis - with the ability to translate findings into roadmaps.
Experience designing always-on, triggered programs (cross-sell, post-purchase, onboarding-to-adoption) rather than one-off blasts.
Comfort directing AI / ML decisioning or personalization (predictive scoring, next-best-action models).
Cross-functional influence with Product, Data, Legal / Compliance, and Creative; able to align stakeholders without authority.
Excellent written communication and a high bar for QA and detail.
A bias toward ownership and action - you ship, learn, and iterate quickly.

Nice To Haves

Experience in fintech, subscription, or marketplace businesses.
Familiarity with Hightouch, AID, or other decisioning / composable martech platforms.

Responsibilities

Own end-to-end strategy and the primary KPI for the Cross-Sell / Expansion pillar (products per user, secondary-LOB adoption, expansion revenue).
Design multi-product, multi-channel journeys - post-purchase upsell, marketplace and in-app offers, next-best-product - that move users into their second and third products.
Define next-best-product and propensity logic with Data Science; set the signals, eligibility, and guardrails that the decisioning stack (AID / Hightouch) optimizes toward.
Build and launch journeys in our lifecycle platform (Iterable) - workflow setup, audience configuration, suppressions, QA, and launch checks - increasingly orchestrated through AI decisioning.
Run structured experiments (offers, timing, sequencing, channels) to grow breadth and depth without over-messaging.
Partner with PMM on cross-sell value propositions and with LOB / partner teams on offer economics.
Own the numbers - report on expansion KPIs, surface insights, and recommend concrete next steps based on data.
Direct and supervise the AI agents (rapid response, monitoring, quality) that execute the pillar’s programs.