Senior Customer Lifecycle Specialist

<h3><strong>The mission:</strong></h3> <p>We are looking for someone who will produce a <strong>measurable uplift in Baubap's acquisition and growth metrics through lifecycle management.</strong></p> <p>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 <strong>connecting every lifecycle decision to a business outcome</strong> (conversion rate, new borrowers, activation rate, repeat origination, LTV) and proving, with data, what that decision was worth.</p> <p>The person in this role thinks like a growth analyst first and a lifecycle operator second. They use <strong>data, experimentation and behavioral logic</strong> to decide <strong>who</strong> we talk to, <strong>with what message</strong>, <strong>through which channel</strong>, <strong>at what moment.</strong></p> <p><strong>This is not a "send the campaign" role.</strong> It is the role that decides who we talk to, with what message, through which channel, at what moment, and then proves, with data, what that decision was worth to the business. Every communications decision needs to be provable with data — not assumed, not "it felt right." And this person doesn't run one initiative at a time: they are expected to be the owner of multiple projects in parallel, each with its own baseline, accountability, and result.</p> <p> </p> <h3><strong>The expected outcome:</strong></h3> <p><strong>Business analysis and impact orientation</strong></p> <ul> <li>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.</li> <li>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.</li> <li>Own the analytical read of what is working and what is not, and kill what is not — including your own initiatives.</li> </ul> <p><strong>End-to-end design and execution</strong></p> <ul> <li>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.</li> <li>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.</li> <li>Build the channel and timing logic for acquisition/activation moments and defend it with results.</li> </ul> <p><strong>Measurement, rollout and guardrails</strong></p> <ul> <li>Every initiative starts with a baseline, an expected uplift, a defined success metric and guardrails. No initiative launches without them.</li> <li>Own the full rollout: correct execution, monitoring, and attention to incidents or edge cases as they appear.</li> <li>Build the dashboards needed to read your own initiatives without depending on someone else pulling the number for you.</li> </ul> <p><strong>Cross-functional work</strong></p> <ul> <li>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).</li> <li><strong>Be the proactive owner of your own projects</strong&