CRM & Lifecycle Marketing Lead

At Finyard, we’re a global team of engineers, data scientists, marketeers, and financial experts, passionate about technology and innovation. We’re all about bringing revolutionary software services to people all around the world, and have been since 2018.

Our mission is to innovate by launching modern software solutions in the FinTech space, giving users around the world simpler and quicker ways to transact and manage their investments. We are committed to ensuring every product we release is in service of our users, so that as we grow, so do they.

On behalf of our client we are looking for a senior CRM & Lifecycle Marketing specialist to provide services under a service agreement and take ownership of client lifecycle communication across key stages of the customer journey.

The role is focused on increasing client activation, engagement, retention and reactivation through data-driven, cross-channel communication. This is not a purely technical CRM implementation role and not a general copywriting role. We are looking for someone who can understand client behaviour, identify drop-off points and engagement opportunities, design communication journeys, and create messaging that moves clients to the next stage of the lifecycle.

What you will be responsible for

Design and develop lifecycle communication programmes across the full client journey: registration,activation, engagement, retention, churn prevention, reactivation and high-value client treatment.

Analyse customer behaviour and identify where clients drop off, lose interest, need education, require reassurance, or may benefit from a more relevant product or communication path.

Build communication journeys based on audience segments, behavioural triggers, client activity, product usage and business priorities.

Define what message, channel, timing and call-to-action should be used for different client segments and lifecycle stages.

Own cross-channel CRM communication across email, push, in-app messages, website or platform touchpoints, chat, WhatsApp / messengers, and sales or support touchpoints where relevant.

Create client-facing copy and content for lifecycle campaigns, onboarding flows, retention journeys, reactivation campaigns, educational sequences.

Develop message logic, talk tracks, macros or communication guidelines for sales and customer support teams where CRM communication requires human follow-up.

Work with product, BI, engineering, sales, support, compliance and regional teams to make sure lifecycle communication is relevant, technically feasible, measurable and compliant.

Define CRM data and segmentation needs, including behavioural signals, triggers and client attributes required to run effective journeys.

Run continuous testing and optimisation of lifecycle campaigns, including subject lines, timing, content, offers, channel mix, journey structure and audience logic.

Monitor and report performance of CRM flows and campaigns, using data to identify what should be improved, scaled or stopped.

Maintain a consistent tone of voice across client communications, including communication adapted for different regions and client segments.

Ensure that client-facing communication meets relevant compliance and legal requirements.

Requirements

5+ years of experience in CRM, lifecycle marketing, retention marketing, customer engagement or a similar area.

At least 2 years of experience in the fintech environment.

Proven experience designing lifecycle programmes end to end, not only executing standalone campaigns created by someone else.

Strong understanding of customer lifecycle mechanics: onboarding, activation, engagement, retention, churn prevention and reactivation.

Ability to identify behavioural barriers, lifecycle gaps and engagement opportunities, then translate them into practical CRM journeys.

Strong business and customer thinking: ability to understand what kind of message, hook, content or channel is likely to work for a specific client segment.

Hands-on experience with segmentation, behavioural triggers, journey logic, A/B testing and CRM performance analysis.

Experience with CRM or marketing automation platforms such as Braze, Iterable, Customer.io, Optimove, CleverTap, OneSignal, ZohoCRM, Solitics or similar.

Understanding of cross-channel CRM mechanics across email, push, in-app messages, chat, messengers and sales / support communication.

Excellent written English and strong copywriting skills; ability to write clear, engaging and compliant client-facing communication independently.

Comfortable working with behavioural, product and CRM data: defining segments, interpreting results and understanding what should be tested or improved.

Ability to work independently, structure work clearly and take ownership of outcomes under a service agreement model.

Nice to have

Experience adapting CRM communication for international markets such as MENA, SEA, Africa or LATAM.

Experience building CRM programmes from an early or underdeveloped stage.

Experience creating message libraries, tone-of-voice guidelines or reusable lifecycle communication frameworks.

Experience working with educational client journeys or event-driven communication.

Hiring process

Introductory call with the Talent Acquisition team.

Written exercise. You will be given one of our existing onboarding emails to rewrite, a reactivation brief, and a live market event with a short window to draft the pre-event and post-event messages. This is the core of our assessment.

Technical and strategy interview: journey design, segmentation, measurement.

Final interview with the Chief Revenue Officer.