Lifecycle Marketing Lead

Since our founding, we’ve delivered over $1 billion in funding to more than 1 million customers and saved them over $500 million. At Possible, we’re building a new kind of consumer finance company, one that helps people stay out of debt rather than profit from keeping them in it.

Lifecycle is the growth engine that turns interest into new customers. Every push, email, and in-app moment turns new sign-ups into active, engaged customers. We're the connective tissue between Product, Marketing and Customer Support, turning user insight into growth programs that move real acquisition metrics and, more importantly, real lives.

Lifecycle is how we win new customers at scale and grow them across products. That means more segments to reach, more experiments to run and a growing opportunity to leverage AI and automation. You'll help us decide what that growth engine looks like and build it.

This is a high-execution, high-impact IC role: you’ll define the Lifecycle vision for new user growth, develop campaign roadmaps, build foundational systems (segmentation, experimentation, measurement), and execute high-quality programs across multiple Lifecycle channels (Email, in-app message, push, SMS) end to end. Specifically:

What you will own:

• Own growth lifecycle programs end to end, from strategy and execution to reporting and optimization. Develop clear briefs that articulate campaign goals and technical, data, creative, and audience requirements, with the objective to turn prospects and new sign-ups into active customers across multiple product lines.
• Partner with Data Science, User Acquisition, and Product Marketing on personalization and segmentation, and turn user insights into a growth strategy that maps to the customer journey.
• Drive strategic direction for copy and creative execution, partnering with the in-house Creative team to ensure all customer-facing communications perform well and align with product strategy, positioning, and business objectives.
• Build and scale a comprehensive testing framework to continuously experiment with ideas and push the boundaries of what the team can do. Stand up experiments with clear hypotheses, own the playbook, and turn what works into repeatable acquisition programs.
• Collaborate with Creative, Product, Engineering, and the wider Marketing team to deliver high-quality customer experiences across channels.
• Leverage AI and automation to scale programs and maximize the efficiency of the larger team’s output.
• Stay focused and organized in a fast-moving environment, using strong prioritization to keep work streams impactful.

• 8+ years of hands-on CRM, Lifecycle and/or Retention Marketing experience from ideation through execution and reporting.
• Deep multi-channel experience across email, push, in-app messaging, and SMS, with an app and/or subscription app business background.
• Must have deep experience with Braze specifically, as well as some experience using Segment or a comparable CDP.
• Deep B2C lifecycle marketing expertise: customer journey design, segmentation, personalization and behavioral marketing.
• Strong track record of driving new-customer acquisition via user growth and demand-gen programs end to end.
• Experienced with running growth experiments (can be on your own or in close partnership with Product). Strong A/B testing knowledge and execution: hypothesis design, audience segmentation, holdout structure and result interpretation.
• Expertise building and troubleshooting emails hands-on with HTML, CSS, Liquid templating and dynamic content development.
• Proven partnership with data science on segmentation, and a habit of grounding strategy in user insight and competitive intelligence. You are comfortable pulling, reading, and acting on the numbers yourself, or know where to look for them.
• Proven ability to influence cross-functional roadmaps and present strategy and results clearly to senior leadership.
• Experienced with leveraging AI and technology to automate programs and maximize efficiency.

• Fintech background is a plus but not required, especially if you come from a strong subscription/membership and app…