Head of Lifecycle Marketing

Job description

## **About Us** We’re building the world’s leading cross-border fintech for emerging markets - empowering families, fueling local economies, and changing how millions access financial services. Since our launch in 2019, we have transformed how money moves across borders with our operations spanning 6 out of 7 continents and covering both the busiest and most underserved (remittance) corridors. We tapped into a massive shift - from banks to phones - bringing digital finance to places where traditional systems never reached. The next stage of growth will fuel a network of services and products especially designed to make money more accessible to diaspora communities including local cards, and additional savings and payments features. We’re growing fast, backed by world-class investors, and scaling a product that blends **real world impact with cutting edge fintech innovation**. Here’s a little more: - **Founded by Harvard grads and 3-time founders** who previously built Segovia (acquired) and GiveDirectly (>$300M revenue, fastest-growing NGO in the world) - **Backed by top investors** including Spark Capital, Canaan, Reid Hoffman, Breyer Capital, Unbound, Wamda, and more - **Built by global top performers** from Bain, Google, McKinsey, Uber, Checkout, Bolt, and beyond - we move fast, stay humble, and care deeply about our mission - **Truly global team** - 250+ people, 50+ nationalities, 50+ languages - **Guided by our values** - ownership, impact, humility, and heart - in deed, not just word **THE ROLE** We're looking for a Head of Lifecycle Marketing to own the full user journey across a global customer base, from first send to loyal advocate. This is a hands-on leadership role where you'll set the strategy and drive execution across markets and channels. Your focus spans the entire lifecycle: activating new users, deepening engagement, and maximizing long-term retention and value. You'll own every lifecycle channel: Email, Push, SMS, In-app messaging, and WhatsApp, and serve as the connective tissue between Product, Data, and Growth. You won't be doing this entirely alone: you'll have access to external agencies and contractors where needed, and as we scale you'll have the opportunity to grow a team around you. This is a rare opportunity to shape something from the ground up at a company where the work actually matters. **WHAT YOU'LL DO** - Own the global lifecycle marketing strategy across the full customer journey, from activation and onboarding through engagement, retention, and win-back. - Design, build, and iterate multi-channel campaigns across Email, Push, SMS, In-app, and WhatsApp, tailored to diverse audiences across markets and corridors. - Develop and run a rigorous experimentation program: A/B tests, multivariate tests, holdout groups. You live and die by results. - Instrument and obsess over lifecycle KPIs including open, click, and conversion rates, retention rates, LTV, payback, and more. - Work with Data to build segmentation models that ensure the right message reaches the right person at the right moment, across every market we operate in. - Define the MarTech roadmap for lifecycle: evaluate tools, own integrations, and ensure the stack scales with the business. - Leverage AI tools natively across strategy, segmentation, content, and execution to move faster and operate at a higher level of sophistication. - Be a vocal advocate for the customer inside the company, bringing user empathy into every brief and campaign. **WHAT WE'RE LOOKING FOR** - 8+ years in lifecycle, CRM, or retention marketing, ideally at a consumer mobile app, fintech, or high-growth B2C company. - Proven track record of improving lifecycle metrics across the full funnel. You can speak concretely about experiments you ran and the results you drove. - Deep channel expertise across at least 3 of our 5 channels (Email, Push, SMS, In-app, WhatsApp); experience with all 5 is a strong plus. - Strong analytical instincts. You're comfortable working closely with data and analytics teams, and you make decisions based on evidence. - AI-native approach: you use AI tools actively and fluently across lifecycle strategy, segmentation, copywriting, and execution, not as a novelty but as a core part of how you work. - Hands-on experience with a major ESP/CRM platform (Braze, Iterable, Klaviyo, or similar). - Experience working effectively with global, cross-functional, and cross-cultural teams. You know how to build relationships and drive alignment across time zones and functions. - A player-coach mentality: you're energized by doing the work yourself, and equally comfortable briefing in external partners, agencies, contractors, and freelancers, to extend your capacity where needed. - Genuine curiosity about our customers. Many are immigrants sending money home to family, and understanding their lives makes your work better. **NICE TO HAVE** - Experience in international markets or with multilingual lifecycle programs. - Familiarity with mobile attribution and deep-linking (Branch, AppsFlyer, Adjust). - Background in financial services or regulated industries. - Experience building a lifecycle function from the ground up, not just inheriting one. ## [Taptap Values](https://www.taptapsend.com/our-values) Impact first Team next Accept reality Propose solutions Win with grit Be proactively candid, with yourself and others Love the particular Own it Create positive energy Maybe, even have fun Taptap Send is an equal opportunity employer dedicated to building an inclusive and diverse workforce. All employment decisions are decided on the basis of qualifications, experience and business need. We strongly encourage applications who are members of underrepresented communities to apply. If you require reasonable adjustments to be made during the recruitment process, please do not hesitate to let us know. Any information you provide us in this respect will only be used to accommodate your requirements. *Note: we recognize imposter syndrome is real - any candidate that does not perfectly fit every characteristic of this role is still strongly encouraged to apply.*