Lifecycle Marketing Principal, Automations & Incentives

What You'll Do

Scale the Core & Drive Multi-Vertical (MV) Ecosystem Growth

• Architect the Automated Funnel: Lead "Core Lifecycle" work streams, helping evolve the program into a robust, automated ecosystem. Design, build, instrument, and optimize sophisticated lifecycle automations across onboarding, habituation (M1–M3 retention), reactivation, high-upside viral referral loops, and more.
• Lead MV Crossover (P0 Focus): Design and test personalized journeys to convert fuel-only consumers into long-term, high-LTV fuel and food consumers based on geographic proximity and site-level market potential.
• Advanced Personalization Strategy: Infuse deep 1:1 consumer-to-merchant matching and advanced personalization logic into the core communication infrastructure.

Integrated Incentive Engineering & Optimization

• Harmonize the Incentive Ecosystem: Translate consumer habit, incentive, & engagement framework across the lifecycle ecosystem.
• Eliminate Subsidization & Drive Efficiency: Partner with data science and consumer analytics to isolate true incrementality. Build rigorous control frameworks to deploy strategic bonuses at behavioral "inflection points."

Martech Collaboration & Platform Optimization

• Support Martech Delivery: Act as cross-functional bridge between consumer strategy, engineering, product, analytics, and data science.
• AI-Enabled Workflow Velocity: Support deployment and optimization of internal AI-driven lifecycle agents, subagents, knowledge bases, and skill bases.

Strategic Influence & Autonomy

• Executive Business Framing: Partner with leadership teams across consumer, product, analytics and executive stakeholders.
• Autonomous Operation: Operate independently while managing projects of extreme complexity; serve as expert resource and mentor for the wider lifecycle team.

Competencies You'll Need

• 8+ years of progressive experience in Lifecycle Marketing and CRM, with demonstrated track record of increasing consumer engagement and retention within mobile-first B2C, marketplace, or related industry.
• Bachelor's degree in Marketing, Business Administration, or related field.
• Deep functional knowledge in marketing engagement platforms such as Braze, Iterable, Salesforce Marketing Cloud; hands-on experience building and architecting automation solutions.
• Deep understanding of consumer data analytics platforms, data architecture/pipelines, API connectivity, SQL proficiency.
• Experience developing and optimizing mobile-first lifecycle marketing programs across push notifications, in-app messaging, content cards, and app-native engagement channels.
• AI-forward practitioner with hands-on experience leveraging AI tools to build and refine agents, skills and automation frameworks.
• Data-first decision maker with test-and-learn mindset; outstanding analytical and critical thinking abilities.
• Collaborative mindset with proven ability to build strong partnerships across diverse teams.
• Excellent communication and presentation skills.