CRM & Lifecycle Marketing Manager

Position Title: CRM & Lifecycle Marketing ManagerDepartment: MarketingReports to: Global Head of GrowthLocation: RemoteAbout FINNFINN is a fintech company building simple and transparent products that improve financial well-being for underbanked employees. Our core offering gives people access to wages they have already earned, alongside tools to help them manage money better, build savings, access insurance, earn additional income, and use fairer financial services.Founded in 2022, FINN is the largest player in the early wage access space in Southeast Asia and is expanding rapidly into new markets globally. We are looking for ambitious builders who take ownership, move fast, and want to shape products that create meaningful impact in people’s lives.This role exists to improve one core metric above all: how many users who sign up and get approved actually take their first salary advance. You will own the full lifecycle across SMS, Push and Email, with a primary focus on moving users from signup to first borrow as quickly and reliably as possible. From there, you will also work on increasing borrowing frequency, reducing drop-off, reactivating dormant users, and activating further features (referrals, financial inclusion initiatives and supporting product with A/B testing).You will work closely with Growth, Product, Data and Risk. Your work will directly impact revenue, repayment behavior, and user retention across Thailand, the Philippines, and new markets as we expand.What You Will OwnSignup to First Borrow conversionYour main goal is to increase the percentage of approved users who take their first advance.You Will:Map the entire journey from signup, KYC, approval, bank linkage, to first borrowIdentify where users drop off and whyDesign and run SMS, Push and Email flows that remove friction and create urgencyReduce time to first borrow through better sequencing and timing of communicationContinuously test messaging, timing, and channel mix to lift conversionBorrow frequency and habit formationOnce users have borrowed once, you will make sure they come back.You Will:Design post-repayment and salary cycle journeysCreate segments based on repayment behavior and borrowing patternsIncrease borrowing rates and retention through contextual nudgesReactivation of dormant usersYou will bring inactive users back into the funnel.You Will:Build reactivation campaigns based on past usage and risk profilePersonalize messaging depending on why users stopped borrowingTurn dormant accounts into active borrowers againLifecycle architecture across marketsYou will design journeys that scale across countries.You Will:Build lifecycle frameworks that can be localized for Thailand, the Philippines, and new marketsEnsure communication is relevant, timely, and compliantSupport new market launches with ready-to-deploy lifecycle journeysSupport for referrals, B2B2C and financial inclusion initiativesYou will support special programs that sit outside the core app journey.You Will:Design CRM flows for employer partnerships and B2B2C programsSupport campaigns related to financial education and responsible borrowingIncrease referral rates through specialised marketing campaigns and promotionsWhat Success Looks Like In The First 6 MonthsSignificant improvement in Signup / Approved to First Borrow conversion rateReduced time between approval and first advancedClear, automated onboarding and activation journeys live across marketsRegular A/B testing cadence in CRM with measurable impact on conversionReactivation flows generating returning borrowersCRM reporting tied to conversion, borrowing frequency and revenue, not vanity metricsIncrease in referral rates and financial inclusion feature activationWhat You Bring3+ years of experience in CRM, Lifecycle or Retention in a consumer app, fintech, lending, wallet, BNPL or similar environmentStrong hands-on experience with SMS, Push and Email as performance channelsProven track record of improving conversion rates, activation and retentionExperience building automated journeys triggered by product eventsComfortable working with data, segments, cohorts and experimentationExperience working closely with Product and Data teamsExperience in Southeast Asia or fintech and lending is a strong plusExperience with Clevertap is a strong plusWhy You’ll Love It HereMassive Growth: Join a rapidly growing fintech making a real impact on people’s financial well-being, with the opportunity to grow alongside the business.Global Impact: Be part of a company that’s transforming lives across Southeast Asia, with plans to expand even further.Equity & Rewards: Competitive compensation package, with a significant upside through equity ownership.Innovation at Speed: Embrace a fast-paced, hyper-growth environment where your ideas and innovations drive real results.