Lifecycle Marketing Manager

dopay is on a mission to bring the hundreds of millions of cash-based workers in emerging markets into the mainstream financial system. By providing businesses with innovative payroll solutions, we aim to empower workers with access to financial services that improve their lives. We're looking for a driven and strategic Lifecycle Marketing Manager to join our team and take ownership of customer engagement, retention, and advocacy initiatives for our growing B2B client base.

As the Lifecycle Marketing Manager at dopay, you will lead efforts to deepen relationships with our business clients and their employees. Your focus will be on driving customer engagement and retention across the customer lifecycle—from onboarding through to advocacy. Working closely with our Customer Success team, you will develop and execute data-driven strategies and automation via HubSpot and other channels to enhance customer experience, maximize Lifetime Value (LTV), and foster a community of advocates. This role requires a strategic thinker with hands-on experience in B2B marketing, specifically in retention and lifecycle management.

Responsibilities

• Customer Retention & Engagement: Design and develop end-to-end marketing strategies aimed at enhancing loyalty and increasing upsell/cross-sell opportunities to improve LTV based on demographics, behavior, and engagement levels. Tailor strategies to resonate with specific customer groups, improving relevance and effectiveness.
• Lifecycle Marketing: Lead the development of customer lifecycle marketing strategies, from onboarding through to renewal and advocacy. Ensure that customers are fully engaged at each stage of their journey by providing relevant, timely, and personalized communications across multiple channels, including email, SMS, push notifications, and in-app messaging.
• Customer Journey Mapping: Build and optimize customer journey maps to understand the end-to-end customer experience. Identify key touchpoints and opportunities for dopay to add value, ensuring positive experiences throughout the customer lifecycle.
• A/B Testing & Optimization: Apply A/B testing methodology to all retention and lifecycle campaigns to optimize engagement rates, conversion, and ROI. Continuously experiment and iterate on messaging, design, and timing to find the best-performing strategies.
• Onboarding & Activation: Develop comprehensive onboarding and activation programs for new clients to ensure they understand how to get the most out of dopay’s products and services. Create personalized materials that highlight key features and provide training to ensure smooth adoption.
• Churn Reduction Initiatives: Develop proactive strategies to reduce churn, including re-engagement campaigns, product education efforts, and personalized retention offers. Identify at-risk customers early and implement interventions to retain them.
• Customer Advocacy & Loyalty Programs: Develop and manage customer advocacy programs (including referral, loyalty, and testimonial programs) to reward repeat customers and encourage them to refer new customers to dopay. Leverage customer success stories, case studies, and feedback to build a community of advocates.
• Retention Metrics & Analysis: Track, analyze, and gather insights on customer pain points, satisfaction levels, and behavior trends. Work with the sales and customer success teams to proactively identify and address early signs of churn. Provide actionable insights and recommendations for continuous improvement.
• Collaboration with Product & Sales Teams: Work closely with the sales and product teams to ensure retention efforts are aligned with product development and overall marketing strategies. Collaborate on customer journeys that lead to higher engagement.

• Bachelor’s degree in Marketing, Business, Communications, or a related field.
• 5+ years of experience in B2B marketing, with a strong focus on customer retention, lifecycle marketing, and advocacy.
• Proven track record of developing and executing successful customer lifecycle strategies in a SaaS or tech-driven environment.
• Hands-on experience with marketing automation tools (HubSpot highly preferred), CRM platforms, and multi-channel marketing (email, SMS, push notifications).
• Strong analytical skills and experience with A/B testing, customer journey mapping, and lifecycle analysis.
• Excellent written and verbal communication skills, with a keen eye for detail and the ability to create compelling customer communications.
• Collaborative and strategic thinker, able to work effectively with cross-functional teams in a fast-paced environment.

Why Join dopay?

• Be part of a mission-driven company that is transforming payroll and financial inclusion for workers in emerging markets.
• Work with a dynamic and diverse team focused on innovation, growth, and delivering value to our clients and their employees.
• Competitive salary and benefits, with opportunities for career growth and professional development.

If you are a proactive, data-driven marketer who thrives on building customer relationships and driving long-term value, we’d love to hear from you. Apply today to join dopay and make a meaningful impact on financial inclusion!