Senior Lifecycle Marketing Manager

Netspend•Austin, TX

28d

About The Position

Netspend is seeking a Senior Lifecycle Marketing Manager to own the end-to-end lifecycle strategy for driving customer engagement, retention, and lifetime value. The role covers the full customer roadmap—from onboarding and activation through deeper engagement, retention, and win-back—and determines how messaging, channel mix, timing, product prompts, personalization, and offers support each stage. The manager will develop complex multichannel journeys, measure incremental impact, and direct investment toward effective programs. This high-ownership role combines lifecycle strategy with hands-on execution. The manager will build segmentation and targeting frameworks, prioritize initiatives by impact and effort, and orchestrate campaigns through a modern customer engagement platform. They will manage incentive strategy and economics, establish offer guardrails, and partner with Analytics on LTV models, cohort and retention analysis, and forecasting. Programs should be designed to measure causal impact through holdouts and control groups, with clear reporting on spend, results, learnings, and next steps. The role also requires responsible marketing in a regulated environment. The manager will work with Legal, Compliance, and Risk to ensure communications and offers meet regulatory requirements and partner rules, while aligning Product, Finance, Analytics, Creative, Customer Care, and bank partners to bring programs to launch.

Requirements

7+ years of experience in lifecycle, CRM, retention, or growth marketing.
Meaningful experience in consumer fintech, banking, payments, subscription, or e-commerce.
Demonstrated end-to-end ownership of a lifecycle or retention strategy, including setting the roadmap, building programs, and explaining business results.
Fluency across lifecycle marketing, including promotional and incentive programs, with experience designing offers, defending their economics, and measuring incremental return.
Hands-on experience building complex, branching journeys in a leading engagement platform such as Braze, Salesforce Marketing Cloud, Iterable, Adobe Campaign, or a comparable platform.
Strong analytical skills, including comfort with SQL, fluency in experiment design, and the ability to reason about LTV, retention curves, and contribution margin.
Experience marketing in a regulated environment.
Communication skills to make a numbers-driven case to a senior audience.

Nice To Haves

Experience in prepaid, debit, neobank, or alternative financial services, including direct deposit acquisition dynamics.
Exposure to next-best-action or propensity models.
Familiarity with a CDP such as Segment, mParticle, or Amperity and modern data warehouse workflows.

Responsibilities

Own the end-to-end lifecycle strategy, defining stages, important customer behaviors, and engagement and LTV targets.
Build segmentation and targeting frameworks to determine which customers receive which communications, when, and through which channels.
Select lifecycle levers and maintain a prioritized roadmap sequenced by impact and effort.
Design and launch multi-step, multichannel journeys across email, SMS, push, in-app, direct mail, and paid retargeting.
Build programs spanning onboarding, activation, direct deposit adoption, engagement, retention, and reactivation.
Own campaign building and orchestration in a customer engagement platform, including audiences, triggers, decisioning logic, personalization, and suppression.
Partner with Data and Engineering on the event streams that support campaigns.
Manage contact strategy and global suppression to maintain a coherent customer experience.
Own the incentive toolkit, including rewards, cashback, bonuses, fee waivers, direct deposit incentives, referral offers, and win-back offers.
Model offer economics, including cost to serve, funding source, payback period, incremental margin, and LTV lift, and make recommendations supported by the analysis.
Set offer eligibility logic, caps, frequency rules, and cannibalization controls; retire underperforming offers and rebalance spend toward LTV and contribution-margin goals.
Design programs with holdouts and control groups and maintain a continuous testing agenda across messaging, creative, timing, channel, audience, and offer value.
Partner with Analytics on LTV modeling, cohort and retention curves, and segment-level forecasting, translating results into lifecycle decisions.
Maintain clear performance reporting for leadership covering spend, impact, learnings, and next steps.
Partner with Legal, Compliance, and Risk to ensure communications, disclosures, and offers comply with applicable regulations and bank and network partner rules.
Align Product, Finance, Analytics, Creative, Customer Care, and bank partners on priorities, funding, eligibility, and servicing readiness to move programs to launch.