Lifecycle & CRM Lead

• Own the lifecycle strategy end to end, from signup and first transaction through repeat usage, activation, retention, reactivation, cross-sell, and long-term customer value
• Grow LTV across the customer base by identifying opportunities to increase transaction frequency, retention, product adoption, and share of wallet
• Own the incentives strategy and budget, determining where incentives create true incremental behavior
• Build an experimentation engine using control groups, holdouts, segmentation, and incremental measurement
• Build and manage the Lifecycle & CRM team, establishing ownership, operating rhythms, standards, and a measurable roadmap
• Define communication governance across WhatsApp, email, push notifications, and other channels
• Manage lifecycle communications and ensure each touchpoint has a clear objective and measurable value
• Develop segmentation and personalization using customer behavior, transaction history, lifecycle stage, geography, product usage, and other signals
• Partner with Product to determine when customer needs should be addressed through CRM versus the product experience
• Drive adoption of new products and use cases beyond remittances
• Build a customer intelligence function with the Data team using behavioral data, campaign performance, customer conversations, research, and qualitative feedback
• Turn customer insights into product and growth opportunities
• Create feedback loops across Product, Growth, Brand, Operations, and regional teams
• Build the reporting and operating framework for Lifecycle

• Strong experience leading Lifecycle, CRM, Retention, or Customer Growth in a consumer business, ideally with high transaction frequency or recurring usage
• Strong business judgment, with the ability to prioritize opportunities based on expected customer impact, incremental value, cost, and scalability
• Proven track record driving incremental growth across activation, repeat usage, retention, reactivation, and cross-sell
• Strong understanding of incrementality and experimentation, including control groups, holdouts, uplift measurement, and causal thinking
• Experience managing incentives and promotional budgets, with the ability to distinguish true incremental behavior from subsidized activity
• Deep expertise in segmentation, personalization, and lifecycle journey design across WhatsApp, email, push notifications, and in-product surfaces
• Strong analytical mindset and experience working closely with Data teams to define audiences, measurement frameworks, customer insights, and opportunities
• Experience identifying and driving multi-product adoption, including second-product conversion, cross-sell, and increasing products per active user
• Strong understanding of churn, retention, and reactivation dynamics, with experience building programs to prevent churn and recover inactive users
• Ability to turn behavioral data, campaign performance, customer research, and qualitative feedback into clear product and growth opportunities
• Strong product judgment, with the ability to determine when a customer need should be addressed through CRM versus becoming part of the product experience
• Experience building and managing high-performing teams, establishing clear ownership, operating rhythms, and a high bar for execution
• Ability to work closely with Product, Growth, Data, Brand, and Operations, influencing priorities and turning customer insights into action
• Equivalent competencies in any of the above will also be considered

• Initial stock options grant
• Annual performance bonus
• Health, dental, and vision plans
• Work model: currently fully remote, with a future transition to a hybrid set up
• Continuous learning opportunities
• Unlimited PTO
• Paid parental leave
• Empowering opportunities for growth in a dynamic entrepreneurial environment