Senior Lifecycle Marketing Manager

Netspend is seeking a Senior Lifecycle Marketing Manager to own end-to-end lifecycle strategy across engagement, retention, and customer lifetime value. The role sets lifecycle roadmaps, builds and orchestrates multichannel customer journeys and incentive programs, measures incremental impact, and partners across teams to launch compliant programs.

Responsibilities:

• Set the strategy. Own the lifecycle strategy end to end define the stages, the behaviors that matter at each one, and the engagement and LTV targets we are driving toward
• Segment with purpose. Build the segmentation and targeting framework that determines who hears what, when, and through which channel
• Pick the right lever. Choose among the levers available at each stage onboarding content, feature adoption prompts, personalization, cadence, servicing touchpoints, and offers and own a prioritized roadmap sequenced by impact and effort
• Architect complex journeys. Design and launch multi-step, multi-channel programs across email, SMS, push, in-app, direct mail, and paid retargeting spanning onboarding, activation, direct deposit adoption, engagement, retention, and reactivation
• Operate the martech stack. Own campaign build and orchestration in a modern engagement platform (Braze, Salesforce Marketing Cloud, Iterable, or similar) audiences, triggers, decisioning logic, personalization, and suppression partnering with Data and Engineering on the event streams behind them
• Protect the experience. Manage contact strategy and global suppression so the customer experience stays coherent rather than a collection of competing campaigns
• Use offers deliberately. Own the incentive toolkit as one lever within the broader lifecycle strategy rewards, cashback, bonuses, fee waivers, direct deposit incentives, referral and win-back offers and deploy it where it earns its cost
• Build the business case. Model offer economics end to end: cost to serve, funding source, payback period, incremental margin, and LTV lift. Bring a recommendation and the math behind it
• Set the guardrails. Set eligibility logic, caps, frequency rules, and cannibalization controls; retire underperformers and rebalance spend against a shared LTV and contribution-margin target
• Design for a causal read. Build every meaningful program with holdouts and control groups so we measure incrementality, not correlation, and run a continuous test agenda across messaging, creative, timing, channel, audience, and offer value
• Connect the work to LTV. Partner with Analytics on LTV modeling, cohort and retention curves, and segment-level forecasting; translate model output into concrete lifecycle decisions
• Report with clarity. Maintain performance reporting leadership trusts what we spent, what it moved, what we learned, what’s next
• Market responsibly. Partner with Legal, Compliance, and Risk so every communication, disclosure, and offer meets applicable regulatory requirements (UDAAP, Reg E, TCPA, CAN-SPAM) and bank and network partner rules
• Bring partners along. Align Product, Finance, Analytics, Creative, Customer Care, and bank partners on lifecycle priorities, funding, eligibility, and servicing readiness influencing without authority to drive programs to launch

Requirements:

• 7+ years in lifecycle, CRM, retention, or growth marketing, with meaningful time in consumer fintech, banking, payments, subscription, or e-commerce
• Demonstrated end-to-end ownership of a lifecycle or retention strategy you set the roadmap, built the programs, and can speak to what moved the business
• Fluency across the full lifecycle toolkit, including promotional and incentive programs you have designed offers, defended their economics, and measured incremental return
• Hands-on expertise building complex, branching journeys in a leading engagement platform (Braze, Salesforce Marketing Cloud, Iterable, Adobe Campaign, or comparable)
• Strong analytical toolkit: comfortable in SQL, fluent in experiment design, and able to reason about LTV, retention curves, and contribution margin
• Experience marketing in a regulated environment, and communication skills to make a numbers-driven case to a senior audience
• Prepaid, debit, neobank, or alternative financial services experience, including direct deposit acquisition dynamics; exposure to next-best-action or propensity models; familiarity with a CDP (Segment, mParticle, Amperity) and modern data warehouse workflows