Senior Customer Lifecycle Specialist

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,