Head of Lifecycle Marketing

Role Description

Happy Money is hiring a Head of Lifecycle Marketing to own the borrower relationship and grow the lifetime value of every customer we acquire. Reporting to the Chief Revenue Officer, this is a senior individual contributor role: you set the strategy for how we keep, re-engage, and grow borrower relationships, and you're the person other teams come to on retention economics, repeat origination, and LTV. This is a leader who is driven to maximize the value of every lead and borrower, and who mobilizes the organization around strategic initiatives that grow the profitability of each relationship.

This role will evolve Happy Money’s business to a point where the initial loan isn’t the last thing we do for a borrower. We view the payoff moment as the start of a relationship, not a single transaction. This person will lead a strategy to match every borrower with the next product that helps them, whether it's a Happy Money product or a partner's. Further, when a lead isn't right for our core loan yet, they’ll create value by referring that borrower to a partner product that fits their needs. The Head of Lifecycle Marketing will own the economics of the full relationship and decide what to offer, to whom, and when.

The scope of this role will grow as our business scales lead generation and as we expand into other products and asset classes. The Head of Lifecycle Marketing will develop and drive the initiatives that will deliver new products to our borrowers and proprietary leads. Core to this expansion strategy will be the deployment and evolution of both proprietary and partner-based solutions.

You'll partner closely with the Head of Acquisition Marketing so marketing runs as one loop: acquisition feeds lifecycle segmentation from day one, and lifecycle compounds revenue and LTV across the base.

Responsibilities

• Set post-funding lifecycle strategy end-to-end from first payment through payoff, refinance, top-up, second loan, and adjacent products.
• Anticipate where the portfolio and competitive landscape are heading and bring a defensible, data-backed point-of-view on where the next dollar of LTV comes from proactively.
• Make the next-best-offer calls of which product, channel, and moment to surface, and to whom, grounding them in behavioral signals and real cohort and propensity models.
• Treat LTV, repeat-borrow rate, and portfolio yield as the P&L levers they are.
• Reframe the payoff moment into our most valuable re-engagement event.
• Build the re-acquisition workflow that activates as a loan approaches and crosses payoff.
• Operate confidently in ambiguity as the portfolio expands.
• Optimize acquired leads across Happy Money and partner products.
• Hold an honest, evidence-first perspective.
• Drive a disciplined operating cadence with weekly/monthly reviews, budget pacing, and quarterly forecasts.
• Turn routine servicing touch points into brand and growth moments.
• Build the capability, then the team.
• Keep a sharp external point-of-view.

Qualifications

• 8+ years in lifecycle, CRM, retention, or growth marketing, with meaningful time in lending or fintech.
• Owned an LTV or retention strategy and tactics, not just campaign delivery.
• Strong analytical and financial fluency.
• Deep lifecycle expertise.
• Think across disciplines and stay comfortable with complexity, ambiguity, and pushback.
• Experience building or operating shared eligibility/trigger layers with Credit or Risk.
• Track record running rigorous experiments.
• Drive execution and communicate clearly.
• Hands-on with modern lifecycle tooling.
• Anticipate where the market and portfolio are heading.
• Ready to build and lead a team.

Benefits

• Generous medical, dental, and vision insurance options.
• Eligible for Annual Bonus.
• 401k Plan with a matching contribution.
• Generous PTO including sick leave, vacation, volunteer, and more.
• 12 Weeks Paid Parental Leave.
• Company-paid short & long term disability and life insurance.
• Monthly tech stipend to help cover expenses for remote work.
• Happy Money is a 100% fully distributed workforce.

Base Salary Range

$155,000 — $220,000 USD