Lifecycle Journey Manager, Cross-Sell & Expansion

About Gen

At Gen (NASDAQ: GEN), an S&P 500 company, we strive to give everyone the power to explore our shared digital world freely and safely. We help shape the digital world to be a freer, fairer, and safer place through the application of science, technology, and human ingenuity, and we are looking for people who share our passion for contributing to a better online world.

Gen safeguards hundreds of millions of people worldwide across Cybersecurity, Identity, and Financial Wellness - including through Money Lion, our financial‑wellness platform that helps people take control of their money and build a healthier financial life.

You’ll join Money Lion’s Growth & Retention team and own the Cross‑Sell & Expansion stage of the user journey - the moment a single-product user becomes a multi-product, high-value customer. Rather than running channel campaigns, you’ll operate as a lifecycle journey manager: you own the strategy, the KPI, and the end‑to‑end journey that grows product breadth and monetization depth across our portfolio.

You’ll work hand‑in‑hand with our AI decisioning stack - setting the objectives, signals, and guardrails it optimizes toward - while partnering with Product, Data, Creative, and Martech to design, launch, and prove the programs that expand customer value. This role blends strategy with hands‑on execution and a strong analytical, experiment‑driven mindset.

• Own end‑to‑end strategy and the primary KPI for the Cross‑Sell / Expansion pillar (products per user, secondary‑LOB adoption, expansion revenue).
• Design multi‑product, multi‑channel journeys - post‑purchase upsell, marketplace and in‑app offers, next‑best‑product - that move users into their second and third products.
• Define next‑best‑product and propensity logic with Data Science; set the signals, eligibility, and guardrails that the decisioning stack (AID / Hightouch) optimizes toward.
• Build and launch journeys in our lifecycle platform (Iterable) - workflow setup, audience configuration, suppress ions, QA, and launch checks - increasingly orchestrated through AI decisioning.
• Run structured experiments (offers, timing, sequencing, channels) to grow breadth and depth without over‑messaging.
• Partner with PMM on cross‑sell value propositions and with LOB / partner teams on offer economics.
• Own the numbers - report on expansion KPIs, surface insights, and recommend concrete next steps based on data.
• Direct and supervise the AI agents (rapid response, monitoring, quality) that execute the pillar’s programs.

• 5–8+ years in lifecycle / CSM, growth, or retention marketing for a digital product or subscription business, with depth in cross‑sell, upsell, or monetization.
• A track record owning both strategy and execution - you’ve defined lifecycle plans and personally shipped journeys in Iterable, Braze, Salesforce Marketing Cloud, or similar.
• Strong data literacy - propensity, funnel, cohort, and incrementality analysis - with the ability to translate findings into roadmaps.
• Experience designing always‑on, triggered programs (cross‑sell, post‑purchase, onboarding‑to‑adoption) rather than one‑off blasts.
• Comfort directing AI / ML decisioning or personalization (predictive scoring, next‑best‑action models).
• Cross‑functional influence with Product, Data, Legal / Compliance, and Creative; able to align stakeholders without authority.
• Excellent written communication and a high bar for QA and detail.
• A bias toward ownership and action - you ship, learn, and iterate quickly.

• Experience in fintech, subscription, or marketplace businesses.
• Familiarity with Hightouch, AID, or other decisioning / composable martech platforms.

• Competitive salary with a…