Tide Platform - Head - Customer Lifecycle Management

Description:

Strategic Ownership:

- Own the member engagement marketing strategy across the entire lifecycle from onboarding and activation to retention and reactivation.

- Own the Retention marketing strategy to grow revenue from the existing customer base.

- Build cross-sell and upsell campaigns that deepen product usage and maximize customer lifetime value

- Identify high-potential customer segments and create tailored journeys that boost engagement and reduce churn

- Lead CRM, email, push, in-app, and SMS marketing programs focused on driving behavioral outcomes and monetization.

- Partner closely with Product, Data, and Revenue teams to define KPIs tied to conversion, churn reduction, and engagement.

- Lead nurture journeys that drive reactivation, repeat usage, and deeper financial engagement.

Execution & Optimization:

- Lead and mentor a growing team of CRM/lifecycle marketers, campaign managers, and content strategists.

- Collaborate cross-functionally with Product, Growth, Sales, Risk, and Customer Success teams.

- Segment users based on behavior, usage, and value to run targeted and personalized campaigns.

- Own dashboarding and reporting of all member marketing metrics and attribution.

Team Leadership & Collaboration:

- Lead a team of lifecycle marketers, campaign managers, and CRM specialists. Collaborate cross-functionally with Growth, Sales, Product Marketing, Data Science, and Customer Success teams.

- Contribute to annual and quarterly planning around revenue growth via member marketing.