Lifecycle Marketing Manager
Own end-to-end full-funnel lifecycle marketing programs in Braze for a B2B fintech company. Build nurture, onboarding, activation, cross-sell, retention, and winback journeys across email, in-app, push, and SMS to drive customer expansion from fuel card to full financial platform usage.
About the job
What You'll Do
Own full-funnel lifecycle journeys end-to-end
- Build and run nurture, onboarding, activation, engagement, retention, and winback programs in Braze across email, in-app, push, and SMS
- Use behavioral and product data to trigger the right message, at the right moment, for the right persona
Drive fuel → non-fuel expansion through owned channels
- Own the lifecycle motion that moves fuel customers onto corporate cards, Bill Pay, and more — Coast's single biggest growth lever
- Partner with Product Marketing and Growth teams on the narrative, offers, and timing that get customers to adopt more
Turn new signups into activated, transacting customers
- Design onboarding journeys that get a new fleet issuing cards, setting controls, and transacting fast
- Identify drop-off points and partner with Product, Sales, and Customer Success to close them
Partner cross-functionally to build the system
- Work with Growth Engineering on the data, events, and integrations that power triggered journeys
- Work with Revenue Operations, Sales, and CS to time lifecycle touches around the sales cycle and each customer's real activity
Own measurement and experimentation
- Own the metrics for every program — deliverability, engagement, activation rate, attach rate, retention
- Run a real testing cadence, report what's working, kill what isn't, and use results to influence our overall GTM motion
Requirements
- 4+ years in lifecycle, CRM, product marketing, or marketing ops/analytics
- Hands-on mastery of a modern lifecycle platform; direct Braze experience is a strong plus
- AI-native mindset: you're already using AI tools in your daily work and you're excited to push further
- Strong analytical instincts: comfortable pulling and interpreting metrics yourself, designing clean A/B tests, and translating data into decisions
- Excellent written and verbal communication, including strong copy instincts (you can write a subject line and a lifecycle email that drive action)
- Bias to action, strong agency, comfort with ambiguity, and propensity for first principles systems thinking: you don't wait for someone to hand you a playbook
- Experience in B2B fintech, payments, financial services, or SaaS strongly preferred
Success Looks Like (First Year)
- Ship a reliable full-funnel lifecycle program in Braze — onboarding, activation, expansion, retention, winback — that beats the baseline it replaces
- Lift new-customer activation rate and shorten time to first transaction
- Grow non-fuel attach (corporate card and Bill Pay) across the fuel base through owned-channel journeys
- Reduce churn with early-warning triggers and re-engagement that measurably keep more customers
- Recover a meaningful share of abandoned credit applications and accelerate growth of qualified opportunities with nurture journeys
Compensation and Benefits
Salary range: $140,000 – $180,000 annually
Equity Grant: Meaningful potential upside given Coast's early-stage trajectory
Benefits:
- Medical, dental and vision insurance
- Flexible paid time off (vacation, personal well being, paid holidays)
- Tools to help manage your financial wellness, including webinars, access to an equity tax advisory service, and company-sponsored 401(k)
- Paid parental leave
- $400 accessories allowance (a keyboard, mouse, headphones, etc.)
- Education stipend
- Free lunch every Friday
Skills
Braze, Lifecycle Marketing, CRM, A/B Testing, Email Marketing, In-App Messaging, Push Notifications, Sms Marketing, Behavioral Data Analysis, Product Marketing, Marketing Analytics, Go-to-Market Strategy
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