Own lifecycle marketing for families after signup, including onboarding, engagement, retention, win-back, referrals, and stalled-subscriber reactivation. Audit and consolidate Braze and Iterable into one customer engagement platform, define data and integration requirements, build journeys and messaging, establish testing and reporting, and optimize activation, retention, and lifetime value. The role partners with Growth, Product, Design, Data, and UX Research and is based in a hybrid NYC office.
About TillTill is a family banking app and kids' debit card that helps parents raise financially capable kids. Now part of Western & Southern Financial Group, Till has the resources of a Fortune 500 company behind it. Till is entering its biggest growth phase yet, expanding direct to consumer and building new ways for families to save, spend and grow together. Lifecycle marketing sits at the center of that growth: moving families from signup to long-term engagement so they decide to stay.The roleYou will own Till's lifecycle marketing once a family signs up: bringing back families who stall before subscribing, then onboarding, engagement, retention, win-back and referral. We run both Braze and Iterable today and plan to consolidate on one ahead of a major launch. You will help shape that plan, recommend which one and lead the work to get it ready.
This is a senior, hands-on role reporting to the Head of GTM. You design the strategy and build it yourself, working closely with:
Candidates must be authorized to work in the United States. Till Financial is not able to sponsor employment visas (e.g., H-1B) at this time.
This is a senior, hands-on role reporting to the Head of GTM. You design the strategy and build it yourself, working closely with:
- Growth Marketer: owns acquisition and conversion to paid. You bring back families who stall before subscribing, which helps lift that number, and you own everything after a family subscribes.
- Product and Design: you help shape and refine onboarding and in-app engagement with them, and decide together whether a need is best met in the product itself, with in-app messaging, or through push, email or SMS.
- Data and UX Research: your partners for measurement, segments, platform data and understanding why families stay or leave.
- Own our customer engagement platform. Audit our Braze and Iterable setup across email, push, in-app and SMS, including data integrations, deliverability and governance, recommend which one we consolidate on, and have it ready ahead of our next major launch so every message is consistent.
- Get new subscribers to value fast. Own the first 30 days, with the sharpest focus on the first 7, and drive the behaviors that predict retention across our products and features.
- Keep families subscribed. Build renewal, cancellation-save, win-back and reactivation programs, and work with Product and Data to define the early signs of churn.
- Bring back families who stall. Nurture families who stall before subscribing, and partner with Growth on retention by channel to shape paid spend and grow lifetime value.
- Engage the whole family. Reach parents who pay and set the rules, and kids who need positive reinforcement and money education, using real moments like an allowance paid or a goal reached.
- Build a word-of-mouth engine. Own the referral program with Growth and Product so engaged families bring in new ones.
- Measure and test. Define segments and triggers with Data, tune frequency, timing and channel mix so engagement doesn't turn into fatigue, run a testing roadmap, and set the reporting cadence.
- Bachelor’s degree in Marketing, Business or related field
- 5+ years in lifecycle, CRM or retention marketing, with a track record of driving engagement in a consumer mobile app or similar digital product, where the app is the primary way customers engage.
- Experience with consumer subscription products and services, ideally in fintech such as banking, payments or investing.
- Hands-on experience with at least one of Braze or Iterable: you have built journeys, segments, push and in-app messages yourself.
- Led, or played a central role in, choosing, migrating or rebuilding a lifecycle platform.
- Comfortable turning lifecycle use cases into event, data and integration requirements (real-time events, customer attributes, deep links), pulling your own data and running A/B tests.
- A clear writer who brings a point of view and pushes back when something won't work.
- Experience with both Braze and Iterable.
- Working SQL, or an understanding of how customer data flows from our warehouse into the CEP.
- Building a referral program, or messaging to kids and teens.
- Regulated financial services experience.
- First 30 days: you know our programs, data and customers, have baselines for conversion, early retention and engagement, and have audited Braze and Iterable.
- First 60 days: your platform recommendation is agreed, setup is underway with engineering and data.
- First 90 days: the CEP is on track to be ready for our next major launch, and you have a clear plan for the lifecycle programs you'll build next.
Candidates must be authorized to work in the United States. Till Financial is not able to sponsor employment visas (e.g., H-1B) at this time.
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