Senior Customer Lifecycle –Growth

We are looking for someone who will produce a measurable uplift in Baubap's acquisition and growth metrics through lifecycle management.

This role owns the communication layer of the customer lifecycle from the acquisition and growth side: from first touch and activation, through repeat usage and expansion. Unlike a traditional CRM/lifecycle role, this is not about shipping campaigns, flows or canvases — it is about connecting every lifecycle decision to a business outcome (conversion rate, new borrowers, activation rate, repeat origination, LTV) and proving, with data, what that decision was worth.

The person in this role thinks like a growth analyst first and a lifecycle operator second. They use data, experimentation and behavioral logic to decide who we talk to, with what message, through which channel, at what moment.

• Connect every lifecycle initiative to a growth or business metric (activation, new borrowers, repeat origination, LTV) before it is designed. If an initiative cannot be tied to an outcome, it doesn't ship.
• Analyze funnel and cohort data to find where the business is leaking value, and prioritize initiatives by expected economic impact, not by ease of execution.
• Own the analytical read of what is working and what is not, and kill what is not — including your own initiatives.

• Design and implement the lifecycle communication strategy end to end: journey design, copy, execution in the CRM (Braze), and coordination with paid/acquisition channels and product touchpoints where relevant.
• Design, run and measure experiments (A/B tests, holdouts, sample definition, cohort comparisons) to validate what actually moves the needle, not just what looks better.
• Build the channel and timing logic for acquisition/activation moments and defend it with results.

• Every initiative starts with a baseline, an expected uplift, a defined success metric and guardrails. No initiative launches without them.
• Own the full rollout: correct execution, monitoring, and attention to incidents or edge cases as they appear.
• Build the dashboards needed to read your own initiatives without depending on someone else pulling the number for you.

• Build standing relationships with Product, Data, Engineering and Marketing/Growth — not one-off requests, but agreed ways of working (tracking plans, review turnaround, incident response).
• Be the proactive owner of your own projects: you don't wait for someone to unblock you or chase you for status. You chase dependencies, follow up, and make sure things actually happen end to end with cross-functional teams.
• Make sure acquisition and lifecycle messaging tell one coherent story, aligned with Marketing/Branding and Customer Support.

• Desired 5+ years in CRM, lifecycle communications or retention marketing; ideally in fintech, financial services, lending or high-growth B2C.
• Proven experience owning initiatives that moved a hard business metric (activation, payback, repeat rate, retention, LTV), not only engagement metrics.
• Experience designing and reading experiments (A/B tests, cohorts, attribution) is a must.
• Hands-on knowledge of Braze (or equivalent engagement platform): segmentation, Canvas flows, personalization, reporting.
• Product analytics / attribution tools (e.g. PostHog, Tenjin, or equivalent).
• Comfortable building your own dashboards and pulling your own reads (SQL or BI tooling is a plus).
• Figma, for lifecycle experience design.
• Claude and AI tooling as daily infrastructure: analysis, copy, workflow.
• Education: Industrial engineering, economics, business administration, marketing or related degrees.
• Fluent in Spanish and English. 

• Being part of a multicultural, highly driven team of professionals
• 20 vacation days / year + 75% holiday bonus (Prima Vacacional)
• 1 month (proportional) of Christmas bonus (Aguinaldo)
• Food vouchers
• Health & Life insurance
• Competitive salary