Senior Lifecycle Marketing Manager

Netspend•Austin, TX

About The Position

Netspend is seeking a Senior Lifecycle Marketing Manager to own the end-to-end lifecycle strategy that drives customer engagement, retention, and lifetime value across the Netspend brand. This high-ownership role covers the full customer roadmap, from onboarding and activation through deeper engagement, retention, and win-back. The manager determines which messaging, channels, timing, product prompts, personalization, and offers best support each lifecycle stage, then builds multi-channel journeys, measures incremental impact, and reallocates investment based on results. The role sets lifecycle stages, target behaviors, engagement and LTV goals, segmentation and targeting frameworks, and a prioritized roadmap. It designs and operates complex, multi-step campaigns across email, SMS, push, in-app, direct mail, and paid retargeting, using an engagement platform and partnering with Data and Engineering on event streams. The manager also owns contact strategy, suppression, offer economics and controls, experimentation, performance reporting, and cross-functional coordination. The position requires responsible marketing in a regulated environment and partnership with Legal, Compliance, Risk, Product, Finance, Analytics, Creative, Customer Care, and bank partners. The manager aligns stakeholders on priorities, funding, eligibility, and servicing readiness and influences programs through to launch.

Requirements

At least 7 years of experience in lifecycle, CRM, retention, or growth marketing, including 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 impact.
Fluency across lifecycle marketing, including designing promotional and incentive programs, 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, comfort with SQL, fluency in experiment design, and 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, key customer behaviors, and engagement and lifetime-value 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 complex, multi-step, multi-channel journeys across email, SMS, push, in-app, direct mail, and paid retargeting.
Build and orchestrate campaigns in a customer engagement platform, including audiences, triggers, decisioning logic, personalization, and suppression; partner with Data and Engineering on supporting event streams.
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, deploying offers where their economics justify their cost.
Model offer economics, including cost to serve, funding source, payback period, incremental margin, and LTV lift, and present recommendations with supporting analysis.
Set offer eligibility rules, 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, and translate model outputs into lifecycle decisions.
Maintain clear performance reporting on spend, outcomes, learnings, and next steps for leadership.
Partner with Legal, Compliance, and Risk to ensure communications, disclosures, and offers meet applicable regulatory requirements and bank and network partner rules.
Align Product, Finance, Analytics, Creative, Customer Care, and bank partners on lifecycle priorities, funding, eligibility, and servicing readiness, and drive programs to launch.