The mission:
We are looking for someone who will produce a measurable uplift in Baubap's acquisition and growth metrics through lifecycle management.
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 connecting every lifecycle decision to a business outcome (conversion rate, new borrowers, activation rate, repeat origination, LTV) and proving, with data, what that decision was worth.
The person in this role thinks like a growth analyst first and a lifecycle operator second. They use data, experimentation and behavioral logic to decide who we talk to, with what message, through which channel, at what moment.
This is not a "send the campaign" role. 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.
The expected outcome:
Business analysis and impact orientation
- 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.
- 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.
- Own the analytical read of what is working and what is not, and kill what is not — including your own initiatives.
End-to-end design and execution
- 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.
- 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.
- Build the channel and timing logic for acquisition/activation moments and defend it with results.
Measurement, rollout and guardrails
- Every initiative starts with a baseline, an expected uplift, a defined success metric and guardrails. No initiative launches without them.
- Own the full rollout: correct execution, monitoring, and attention to incidents or edge cases as they appear.
- Build the dashboards needed to read your own initiatives without depending on someone else pulling the number for you.
Cross-functional work
- 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).
- Be the proactive owner of your own projects: you don't wait for someone to unblock you or chase you for status. You chase dependencies, follow up, and make sure things actually happen end to end with cross-functional teams.
- Make sure acquisition and lifecycle messaging tell one coherent story, aligned with Marketing/Branding and Customer Support.
Preferred Additional Qualifications and Experience:
- Desired 5+ years in CRM, lifecycle communications or retention marketing; ideally in fintech, financial services, lending or high-growth B2C.
- Proven experience owning initiatives that moved a hard business metric (activation, payback, repeat rate, retention, LTV), not only engagement metrics.
- Experience designing and reading experiments (A/B tests, cohorts, attribution) is a must.
- Hands-on knowledge of Braze (or equivalent engagement platform): segmentation, Canvas flows, personalization, reporting.
- Product analytics / attribution tools (e.g. PostHog, Tenjin, or equivalent).
- Comfortable building your own dashboards and pulling your own reads (SQL or BI tooling is a plus).
- Figma, for lifecycle experience design.
- Claude and AI tooling as daily infrastructure: analysis, copy, workflow.
- Education: Industrial engineering, economics, business administration, marketing or related degrees.
- Fluent in Spanish and English.
What we can offer:
- Being part of a multicultural, highly driven team of professionals
- 20 vacation days / year + 75% holiday bonus (Prima Vacacional)
- 1 month (proportional) of Christmas bonus (Aguinaldo)
- Food vouchers
- Health & Life insurance
- Competitive salary
5+ years in CRM, lifecycle communications or retention marketing; proven experience moving business metrics; experiment design; hands-on Braze; product analytics tools; SQL or BI; Figma; Claude; fluent Spanish and English; degree in industrial engineering, economics, business administration, or marketing.
Key Responsibilities
- managing lifecycle communications
- analyzing funnel data
- designing experiments
Skills & Tools
Braze, PostHog, Tenjin, SQL, Figma, Claude
Job Details
- Category: Marketing
- Seniority: Senior Level
- Commitment: Full Time
- Workplace: Remote — Mexico
- Languages: English, Spanish
Benefits
- Generous paid time off
About Baubap
A digital lender building the bridge to financial freedom by providing accessible loans across Mexico. — Industry: Finance