Lifecycle Marketing Lead

Relay is a digital banking platform that gives self-made business owners the tools and know-how to be great with money - bringing clarity, confidence, and control to every dollar earned, so they can turn hard work into lasting success. We do this by replacing financial guesswork with real visibility, transforming cash flow from a constant source of stress into a clear signal owners can use to run stronger, more resilient businesses.

We're looking for a Lifecycle Marketing Lead to own Relay's self-serve acquisition lifecycle, the programs that move self-serve signups from first touch through to registration. Your mission: convert acquisition demand into registered Relay customers, and support the onboarding and activation programs that carry them to first funding and first action. You'll sit on the Lifecycle Marketing team, report to the Manager, Lifecycle Marketing, and partner with Demand Gen, Marketing Ops, Rev Ops, Sales, CX, Product, and Data to turn business priorities into customer journeys that ship and perform.

This is a high-impact individual contributor role for someone who can operate strategically, execute with precision, and build from scratch. You'll set the lifecycle strategy for self-serve signups and establish best-in-class practices, while still rolling up your sleeves to launch high-visibility campaigns with urgency and craft. The work you lead will move more new customers to funding and first action, faster, and raise the bar for how lifecycle marketing drives growth.

What You'll Be Doing

• Acquisition Lifecycle Strategy & Ownership: Own the self-serve acquisition programs that take new leads from first touch through nurture to registration. Set the strategy, segmentation, and test roadmap for the acquisition funnel, and own the targets tied to it. Support the onboarding and activation programs that carry registered customers to first funding and first action. Build programs and measurement from scratch where none exist today

• Journey Design: Architect and iterate multi-channel journeys across email, push, SMS, and in-app that move self-serve signups from first touch to registered Relay customers, and support the onboarding journeys that carry them to funding and first action, including re-engaging unqualified demo leads back into the self-serve path. Focus on repeatable infrastructure over one-off campaigns, and keep entry and exit logic clean as customer data flows in

• Data & Experimentation: Run A/B tests with clean attribution from day one, tied to your acquisition funnel metrics: lead → registration, plus the downstream funding and first-action metrics your programs support. Partner with Analytics to define baselines, size opportunities, surface insights, and own reporting for your scope

• Cross-Functional Collaboration: Partner with Product, Demand Gen, Sales, CX, Rev Ops, Marketing Ops, PMM, Data, Design, and Compliance to shape quarterly priorities, align on GTM plans, and turn business objectives into lifecycle programs that ship, while maintaining governance standards for compliance, frequency, and deliverability

• AI Integration: Use AI to speed up analysis, copy development, and experimentation, and bring repeatable patterns the team can adopt

• Documentation & Standards: Maintain clear documentation of your lifecycle programs, experiment specs, and performance logs in Notion, and help raise the bar on QA and craft

Who You Are

• You bring 4-6 years of experience in lifecycle marketing, CRM, or growth marketing, ideally with a self-serve growth, onboarding, or activation focus

• You have a track record of building nurture and onboarding programs that move funnel metrics like registration, funding, or activation

• You bring strong expertise in customer segmentation, behavioural analytics, and journey design across channels

• You're proficient in marketing-automation platforms and have hands-on experience building in HubSpot, or can ramp on it quickly (experience with Iterable, Braze, or Customer.io a plus)

• You're comfortable in the data layer: you pull and reason about funnel data, write clear data requirements, and self-serve on validation rather than waiting on the data team

• You have strong test-design instincts: you hold a clean control, size a cohort, and avoid attribution traps

• You write strong copy, give creative direction, and hold quality from brief to launch.

• You're self-directed: you take an ambiguous goal, scope it, and ship

Bonus Points

• Experience marketing financial technology products to SMB customers

• Familiarity with in-app messaging tools (Chameleon or similar)

• Technical proficiency in SQL, HTML, and marketing-automation languages; comfort with Segment or a reverse-ETL tool like Hightouch

• Experience using AI tools for productivity or analysis

• Experience migrating or consolidating across marketing platforms

What Success Looks Like

• Funnel Conversion: Measurable improvements across the a