Senior Lifecycle Growth Manager

About the role:

We are hiring a Sr. Lifecycle Growth Manager to own activation end-to-end — the single highest-leverage stretch of our funnel. This is the work of recovering applicants who stall mid-application and converting approved customers who have not yet activated into paying policyholders. It is where intent either converts into revenue or leaks out, and it is the workstream with the most room to move the business in the next four quarters.

You will own the lifecycle strategy across two connected phases. In pre-approval, you will own the recovery layer for application drop-off — the sequences, nudges, and in-product interventions that bring stalled applicants back into the flow and through to approval. In ANA, you will own a fully personalized program segmented by where the approved customer dropped off and what the behavioral signals tell us about why.

This is a high-leverage IC role for someone who operates like a PM, thinks like a data scientist, and ships like an operator. You will run a high-velocity experimentation program, design product-led growth loops that go beyond email, and be the operational spine that turns activation OKRs into shipped work.

This is not a campaign-manager role. It is a role for someone who wants a seat at the strategy table, who can debate tradeoffs with a Director, and who is as comfortable writing SQL as writing a test plan.

What You'll Own:

Application Drop-Off Recovery

Own the lifecycle layer that recovers applicants who stall mid-application. You will map where drop-off concentrates across the application flow — saved-progress abandonment, step-level friction, medical exam scheduling hesitation, underwriting-window stalls — and build targeted recovery interventions for each leak point. You will work step-by-step, not in generic sequences: a customer who drops off at health disclosure gets a different treatment than one who drops off at payment details.

You will partner with Product and Engineering on in-product recovery surfaces (saved-progress resumption, step-specific support prompts) and own the outbound recovery motion across email, SMS, push, and Regal. Success is measured in step-to-step conversion lift and applicant-to-approved rate.

ANA Personalization

Own the ANA program with personalization as the core design principle, not a phase-two enhancement. The primary segmentation axis is drop-off point — a customer who was approved but never returned to view their quote needs a fundamentally different treatment than one who viewed a quote, selected a term, and abandoned at checkout. You will build distinct journeys for each drop-off cohort and layer secondary personalization on top: persona signals (price-sensitive, health-uncertain, comparison shopper, distracted/busy), term-length selected, quoted price band, and engagement recency.

You will own the evergreen ANA flow, term-length education moments, pricing transparency touchpoints, and social proof frameworks — all tuned to the specific drop-off point they are recovering. Success is measured in activation rate lift by cohort, not in email opens or aggregate sends.

Experimentation Engine

Own the end-to-end testing roadmap for activation. Move us from sporadic tests to a high-velocity program — 10+ well-designed experiments per quarter with clean hypotheses, appropriate power, and ruthless post-mortems. You decide what gets tested, you enforce statistical integrity, and you translate winners into roadmap changes. Incrementality tests, holdouts, frequency-cap experiments, and multivariate designs are in your default toolkit.

Product-Led Activation Growth

Activation is not an email problem. You will partner with Product and Engineering to design in-product interventions — application-step nudges, saved-progress recovery surfaces, pricing-transparency moments, term-length education, and post-approval decision support — that compound with our outbound channels. You will write PRDs, scope experiments with engineers, and measure feature adoption alongside channel metrics. You treat the product and the CRM as a single activation funnel.

Lifecycle Operations & Velocity

Turn strategy into shipped work. You will translate quarterly OKRs into concrete execution plans, architect the workflows that let the lifecycle operations execution team move fast with low error rates, and serve as the escalation point when ambiguous requirements or data issues block the team. You will co-own the planning table with US leadership during quarterly cycles and push back — with evidence — when a strategy is flawed or slower than it needs to be.

AI-Native Workflow Design

We are building an AI-native lifecycle function. You will use LLM-powered workflows to compress the time from hypothesis to shipped test — generating copy variants, QA'ing journeys, segmenting cohorts, and drafting briefs. This is not about using ChatGPT/ Claude occasionally; it is about designing systems where AI agents handle the execution layer so human time goes to strategy, analysis, and judgment calls.

Platform & Data

Act as the super-admin for our CRM stack (Iterable, Regal, and adjacent tooling). Partner with Engineering and Analytics to keep data pipelines clean, event schemas scalable, and deliverability pristine. You do not need to be the deepest technical expert on every platform, but you need to know enough to earn the team's respect and make the right architectural calls.

Duties and Responsibilities:

• You have 7-10+ years in lifecycle marketing, growth product management/ product-led-growth, or CRM at a B2C tech, fintech, SaaS, or marketplace company — with demonstrated impact on LTV, retention, or activation metrics that mattered to the business.
• You are fluent in SQL and understand the data in and out. You do not wait for an analyst to tell you whether a campaign worked — you pull the data yourself, segment the cohort, and come back with the answer. You understand statistical significance, power analysis, cohort retention curves, and the difference between a lift that is real and a lift that is noise.
• You have shipped PLG experiments, not just email campaigns. You have written a PRD, worked through a trade-off with an engineer, and measured in-product feature adoption. You understand that the highest-leverage lifecycle work often lives inside the product.
• You are hands-on with enterprise CRM platforms — Iterable, Braze, Customer.io, or similar. You can build a complex multi-branch journey without hand-holding, and you can debug why a campaign is not firing without escalating to a vendor rep.
• You communicate like a senior operator. You can debate strategy with a Director, write a decision memo, and hold your ground when you disagree — while staying open when the counterpoint is stronger. You default to direct, concise, written communication and flag ambiguous items explicitly rather than resolving them with unspoken assumptions.
• You have worked across time zones with a US-based manager and know how to make asynchronous collaboration work — owning hand-offs, writing clear updates, and protecting the golden-hour overlap for high-bandwidth decisions.

Nice to Have

• Experience at a fintech, insurtech, or regulated-vertical company where compliance shapes the lifecycle program
• Hands-on background leading an ESP or CDP migration (Iterable, Braze, Responsys, Salesforce Marketing Cloud)
• Experience in a two-sided marketplace or high-volume B2C environment
• Prior PM or PM-adjacent role — you have owned a roadmap, not just a campaign calendar
• Working familiarity with experimentation platforms (Optimizely, Statsig, LaunchDarkly, or in-house feature flagging)
• Basic HTML/CSS fluency — enough to debug a rendering issue without waiting on a developer

How We Work

We move fast, ship small, and measure everything. We prefer shipping an imperfect test this week over a perfect one next quarter. We over-communicate in writing, treat post-mortems as sacred, and are genuinely allergic to work that does not connect back to a revenue or retention number. We believe the best lifecycle teams in the world will be AI-native by default within the next two years, and we are building accordingly.

If you want to run a campaign calendar, this is the wrong role. If you want to architect a growth engine, let's talk.

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