Lifecycle Marketing Lead

About the role

Relay is seeking a Lifecycle Marketing Lead to manage the self-serve customer acquisition journey. This role owns the end-to-end strategy and execution designed to convert new signups into registered users and propel them toward initial funding and meaningful activation. You will architect and refine the narratives and touchpoints that guide prospective business owners from first contact to becoming active, funded customers. The position requires a balance of creative messaging and analytical rigor to enhance customer journeys and drive sustainable growth. You will act as the central strategist for the lifecycle funnel, ensuring alignment between user behavior and business objectives. Success in this role will be defined by your ability to own complex programs end-to-end and translate data into actionable improvements.

Key facts

What you'll do

• Lead the strategy and execution of self-serve acquisition programs, mapping every phase from initial contact to registration and beyond.
• Design and refine multi-channel customer journeys using email, push notifications, SMS, and in-app messaging to guide users toward funding and activation.
• Conduct A/B tests with clear attribution to isolate variables and improve acquisition, funding, and activation metrics across the funnel.
• Collaborate with Product, Demand Gen, Sales, CX, Rev Ops, Marketing Ops, PMM, Data, Design, and Compliance teams to align on priorities and ensure seamless program launches.
• Integrate AI tools to enhance analysis, content creation, and experimentation processes, improving efficiency and insight depth.
• Maintain comprehensive documentation of lifecycle programs, experiments, and performance in Notion to preserve institutional knowledge and enable scaling.
• Partner with Data and Analytics to define reporting structures, validate funnel integrity, and derive insights that inform strategic pivots.
• Own the copy and creative direction for lifecycle campaigns, ensuring voice consistency and alignment with brand guidelines across all touchpoints.
• Translate ambiguous business goals into structured lifecycle initiatives, prioritizing work based on potential impact and resource constraints.
• Monitor industry trends and competitive benchmarks to identify new opportunities for differentiation in the self-serve acquisition space.
• Define and manage the experimentation roadmap, ensuring tests are properly designed, sized, and analyzed to avoid attribution pitfalls.
• Act as the primary point of contact for cross-functional stakeholders regarding lifecycle performance, roadmap input, and best practices.
• Drive the implementation of behavioral triggers and automated sequences that respond to user actions in real time.
• Champion data-driven decision making by framing hypotheses, defining success metrics, and iterating based on observed outcomes.

Requirements

• 4-6 years of experience in lifecycle, CRM, or growth marketing, with a focus on self-serve growth, onboarding, or activation.
• Proven ability to create nurture and onboarding programs that improve funnel metrics like registration, funding, or activation.
• Strong expertise in customer segmentation, behavioral analytics, and journey design across various channels.
• Proficiency in marketing automation platforms, with hands-on experience in HubSpot, or the ability to quickly learn it.
• Comfortable working with data, including pulling and analyzing funnel data, defining data requirements, and validating information independently.
• Strong understanding of test design, including setting up controls, sizing cohorts, and avoiding attribution issues.
• Excellent copywriting skills and the ability to provide creative direction for campaigns.
• Self-directed with the ability to take ambiguous goals and deliver results in a fast-paced environment.

Nice to have

• Experience marketing FinTech products to small and medium-sized businesses (SMBs).
• Familiarity with in-app messaging tools like Chameleon.
• Technical skills in SQL, HTML, and marketing automation languages.
• Experience with Segment or reverse-ETL tools like Hightouch.
• Experience using AI tools for productivity or analysis.
• Experience with marketing platform migrations or consolidations.

Practical notes

• Compensation is tied to impact and can increase beyond annual review cycles.
• Interview process includes a 30-minute video call with Talent, a 60-minute video call with the Manager, Lifecycle Marketing, a 60-minute live session with the Marketing team, and a 45-minute in-person interview with Leadership.
• All employment offers are conditional upon a successful background check and employment verification through Certn.
• Accommodations for the hiring process are available upon request to the Talent Partner.