The Impact You'll MakeAs the Lifecycle Marketing Principal, Consumer Growth & Experience, you'll be responsible for the growth of Upside's automated, full-funnel consumer lifecycle engine that isn't tied to a single merchant bet. You'll build and scale onboarding, habituation, and referral/advocacy programs that compound across every vertical (fuel, grocery, restaurant, and more), and you'll be lifecycle's hands-on partner to our product and product marketing teams as we turn our consumer facing surfaces, on-and-off platform, into a genuine growth channel. You'll report to the Director of Lifecycle Marketing and operate with practitioner-level autonomy: no direct reports, high accountability, hands-on in Braze.
What You'll DoOwn & Scale the Core Funnel- Architect the Automated Funnel: Lead "Core Lifecycle" work streams, helping us continue to evolve the program into a robust, automated ecosystem. You will personally design, build, instrument, and optimize sophisticated lifecycle automations across onboarding, habituation (M1-M3 retention), reactivation, high-upside viral referral loops, and more.
- This is a highly hands-on role requiring deep expertise in CRM and marketing automation platforms to create scalable, "always-on" drivers of MAU and retention.
- Build with a test-and-learn mindset; every meaningful automation change ships with a control or holdout
Drive Cross-Platform Experience- Be lifecycle's primary hands-on partner to Product product and product marketing on Braze-orchestrated experiences, on and off platform (content cards, in-app messages, connected content, etc) and owned off-platform surfaces (email, push, SMS), turning them into a scalable acquisition and engagement channel.
- In partnership with product marketing, support GTM strategy, feature & capability launches, and experimentation cadences with the goal of deeper product adoption.
- Define the technical data requirements (events, attributes, etc) these experiences need, in partnership with martech, analytics, and data science teams.
Modernize Referral & Advocacy- Support the evolution and optimization of Upside's referral program end to end as a modern, automated advocacy loop, in tight partnership with product marketing and product teams.
Strategic Influence & Autonomy- Executive Business Framing: Function as a trusted, high-visibility partner to leadership teams across consumer, product, analytics and executive stakeholders to shape and impact our commercial growth model by turning abstract lifecycle problems into clear strategic roadmaps.
- Autonomous Operation: Be comfortable operating independently while managing projects of extreme complexity and high risk while serving as an expert resource and mentor for the wider lifecycle team.
Competencies You'll Need- 8+ years of progressive experience in Lifecycle Marketing and CRM, with a demonstrated track record of increasing consumer engagement and retention within a relevant mobile-first B2C experience, a marketplace brand, or other related industry.
- Bachelor's degree in Marketing, Business Administration, or a related field.
- Deep functional knowledge in modern marketing engagement platforms such as Braze, Iterable, Salesforce Marketing Cloud, specifically with hands-on experience building and architecting solutions in platforms. This role requires ongoing practitioner-level expertise and comfort personally building, troubleshooting, and optimizing sophisticated automation programs.
- Experience developing and optimizing mobile-first lifecycle marketing programs across push notifications, in-app messaging, content cards, and other app-native engagement channels.
- AI-forward practitioner with hands-on experience leveraging AI tools to build and refine agents, skills and automation frameworks that accelerate velocity and efficiency across end-to-end lifecycle execution.
- Data-first decision maker with a test-and-learn mindset. Outstanding analytical and critical thinking abilities, and the capacity to interpret and distribute performance data into practical, digestible insights for stakeholders across the business and inform future strategies.
- A collaborative mindset with a proven ability to build strong, impactful partnerships across diverse teams.
- Excellent communication and presentation skills, with the ability to influence and persuade collaborators at all levels.
The fine print:Location:This hybrid role is based in our DC or NYC office. In-office attendance is required on Monday, Tuesday, and Thursday and may increase based on project-based needs and changes to Upside's in-office policy over time.
Compensation: The U.S. base salary range for this full-time position varies by work location:
- Tier 1: NYC $185,000 - $200,000
- Tier 2: Washington, DC $170,000 - $185,000
In addition to base salary, this position is also eligible for equity and benefits.
The final starting pay will be determined based on job-related skills, experience, qualifications, work location, and market conditions. Your recruiter can share more about the specific salary range for your location during the hiring process.
#LI-Hybrid
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Benefits:- Medical, dental, and vision coverage starting on Day 1
- Equity (ISOs)
- 401(k) program
- Family planning programs + paid parental leave
- Physical fitness and wellness memberships
- Emotional and mental health support programs
- Unlimited PTO + 10 paid federal holidays + our annual, week-long Winter Break
- Flexible work environment
- Lunch reimbursement for in-office employees
- Employee Resource Groups
- Learning and Development stipend
- Transparent culture
- Amazing mission!
