Senior Lifecycle Marketing Manager

Till Financial•Brooklyn, NY

9d•Hybrid

About The Position

Till is a family banking app and kids' debit card that helps parents raise financially capable kids. Now part of Western & Southern Financial Group, Till is entering a major growth phase, expanding direct to consumer and developing new ways for families to save, spend and grow together. The Senior Lifecycle Marketing Manager owns lifecycle marketing after signup, including re-engaging families who stall before subscribing and managing onboarding, engagement, retention, win-back and referral. This is a senior, hands-on role reporting to the Head of GTM. The manager will audit Till's Braze and Iterable customer engagement platform setup, recommend which platform to consolidate on, and lead the work to prepare it ahead of a major launch. They will define strategy and build programs directly, partnering with Growth, Product, Design, Data and UX Research. The role is hybrid, based at Till's DUMBO, Brooklyn office, with a few in-person days each week. Candidates should be in the greater NYC area. Candidates must be authorized to work in the United States; Till is unable to sponsor employment visas at this time.

Requirements

Bachelor’s degree in Marketing, Business or a related field.
At least 5 years of experience in lifecycle, CRM or retention marketing.
Track record of driving engagement in a consumer mobile app or similar digital product where the app is the primary way customers engage.
Experience with consumer subscription products and services; fintech experience such as banking, payments or investing is ideal.
Hands-on experience with at least one of Braze or Iterable, including building journeys, segments, push messages and in-app messages.
Led or played a central role in choosing, migrating or rebuilding a lifecycle platform.
Ability to turn lifecycle use cases into event, data and integration requirements, including real-time events, customer attributes and deep links.
Ability to pull data and run A/B tests.
Clear writing skills, a strong point of view and willingness to push back when something will not work.

Nice To Haves

Experience with both Braze and Iterable.
Working SQL skills, or understanding of how customer data flows from a warehouse into a customer engagement platform.
Experience building a referral program or messaging to kids and teens.
Regulated financial services experience.

Responsibilities

Audit Braze and Iterable across email, push, in-app messaging and SMS, including data integrations, deliverability and governance; recommend a platform for consolidation and prepare it for the next major launch.
Own the first 30 days of the subscriber experience, particularly the first seven days, and drive behaviors that predict retention across Till's products and features.
Build renewal, cancellation-save, win-back and reactivation programs, and work with Product and Data to define early signs of churn.
Nurture families who stall before subscribing and partner with Growth on retention by channel to inform paid spending and grow customer lifetime value.
Engage parents and kids with relevant messaging tied to moments such as an allowance being paid or a goal being reached.
Own the referral program with Growth and Product to encourage engaged families to bring in new customers.
Define segments and triggers with Data, optimize frequency, timing and channel mix, run a testing roadmap, and establish reporting cadence.
Establish baselines for conversion, early retention and engagement, and develop a plan for lifecycle programs to follow platform consolidation.