THE ROLEWe're looking for a Head of Lifecycle Marketing to own the full user journey across a global customer base, from first send to loyal advocate. This is a hands-on leadership role where you'll set the strategy and drive execution across markets and channels. Your focus spans the entire lifecycle: activating new users, deepening engagement, and maximizing long-term retention and value.
You'll own every lifecycle channel: Email, Push, SMS, In-app messaging, and WhatsApp, and serve as the connective tissue between Product, Data, and Growth. You won't be doing this entirely alone: you'll have access to external agencies and contractors where needed, and as we scale you'll have the opportunity to grow a team around you. This is a rare opportunity to shape something from the ground up at a company where the work actually matters.
WHAT YOU'LL DO- Own the global lifecycle marketing strategy across the full customer journey, from activation and onboarding through engagement, retention, and win-back.
- Design, build, and iterate multi-channel campaigns across Email, Push, SMS, In-app, and WhatsApp, tailored to diverse audiences across markets and corridors.
- Develop and run a rigorous experimentation program: A/B tests, multivariate tests, holdout groups. You live and die by results.
- Instrument and obsess over lifecycle KPIs including open, click, and conversion rates, retention rates, LTV, payback, and more.
- Work with Data to build segmentation models that ensure the right message reaches the right person at the right moment, across every market we operate in.
- Define the MarTech roadmap for lifecycle: evaluate tools, own integrations, and ensure the stack scales with the business.
- Leverage AI tools natively across strategy, segmentation, content, and execution to move faster and operate at a higher level of sophistication.
- Be a vocal advocate for the customer inside the company, bringing user empathy into every brief and campaign.
WHAT WE'RE LOOKING FOR- 8+ years in lifecycle, CRM, or retention marketing, ideally at a consumer mobile app, fintech, or high-growth B2C company.
- Proven track record of improving lifecycle metrics across the full funnel. You can speak concretely about experiments you ran and the results you drove.
- Deep channel expertise across at least 3 of our 5 channels (Email, Push, SMS, In-app, WhatsApp); experience with all 5 is a strong plus.
- Strong analytical instincts. You're comfortable working closely with data and analytics teams, and you make decisions based on evidence.
- AI-native approach: you use AI tools actively and fluently across lifecycle strategy, segmentation, copywriting, and execution, not as a novelty but as a core part of how you work.
- Hands-on experience with a major ESP/CRM platform (Braze, Iterable, Klaviyo, or similar).
- Experience working effectively with global, cross-functional, and cross-cultural teams. You know how to build relationships and drive alignment across time zones and functions.
- A player-coach mentality: you're energized by doing the work yourself, and equally comfortable briefing in external partners, agencies, contractors, and freelancers, to extend your capacity where needed.
- Genuine curiosity about our customers. Many are immigrants sending money home to family, and understanding their lives makes your work better.
NICE TO HAVE- Experience in international markets or with multilingual lifecycle programs.
- Familiarity with mobile attribution and deep-linking (Branch, AppsFlyer, Adjust).
- Background in financial services or regulated industries.
- Experience building a lifecycle function from the ground up, not just inheriting one.
Taptap Values Impact first
Team next
Accept reality
Propose solutions
Win with grit
Be proactively candid, with yourself and others
Love the particular
Own it
Create positive energy
Maybe, even have fun
