CRM & Lifecycle Marketing Manager

Position Title: CRM & Lifecycle Marketing Manager
Department: Marketing
Reports to: Global Head of Growth
Location: Remote

About FINN

FINN is a fintech company building simple and transparent products that improve financial well-being for underbanked employees. Our core offering gives people access to wages they have already earned, alongside tools to help them manage money better, build savings, access insurance, earn additional income, and use fairer financial services.

Founded in 2022, FINN is the largest player in the early wage access space in Southeast Asia and is expanding rapidly into new markets globally. We are looking for ambitious builders who take ownership, move fast, and want to shape products that create meaningful impact in people’s lives.

This role exists to improve one core metric above all: how many users who sign up and get approved actually take their first salary advance. You will own the full lifecycle across SMS, Push and Email, with a primary focus on moving users from signup to first borrow as quickly and reliably as possible. From there, you will also work on increasing borrowing frequency, reducing drop-off, reactivating dormant users, and activating further features (referrals, financial inclusion initiatives and supporting product with A/B testing).

You will work closely with Growth, Product, Data and Risk. Your work will directly impact revenue, repayment behavior, and user retention across Thailand, the Philippines, and new markets as we expand.

What you will own

Signup to First Borrow conversion

Your main goal is to increase the percentage of approved users who take their first advance.

You will:

• Map the entire journey from signup, KYC, approval, bank linkage, to first borrow
• Identify where users drop off and why
• Design and run SMS, Push and Email flows that remove friction and create urgency
• Reduce time to first borrow through better sequencing and timing of communication
• Continuously test messaging, timing, and channel mix to lift conversion
  
  

Borrow frequency and habit formation

Once users have borrowed once, you will make sure they come back.

You will:

• Design post-repayment and salary cycle journeys
• Create segments based on repayment behavior and borrowing patterns
• Increase borrowing rates and retention through contextual nudges
  
  

Reactivation of dormant users

You will bring inactive users back into the funnel.

You will:

• Build reactivation campaigns based on past usage and risk profile
• Personalize messaging depending on why users stopped borrowing
• Turn dormant accounts into active borrowers again
  
  

Lifecycle architecture across markets

You will design journeys that scale across countries.

You will:

• Build lifecycle frameworks that can be localized for Thailand, the Philippines, and new markets
• Ensure communication is relevant, timely, and compliant
• Support new market launches with ready-to-deploy lifecycle journeys
  
  

Support for referrals, B2B2C and financial inclusion initiatives

You will support special programs that sit outside the core app journey.

You will:

• Design CRM flows for employer partnerships and B2B2C programs
• Support campaigns related to financial education and responsible borrowing
• Increase referral rates through specialised marketing campaigns and promotions
  
  

What success looks like in the first 6 months

• Significant improvement in Signup / Approved to First Borrow conversion rate
• Reduced time between approval and first advanced 
• Clear, automated onboarding and activation journeys live across markets
• Regular A/B testing cadence in CRM with measurable impact on conversion
• Reactivation flows generating returning borrowers
• CRM reporting tied to conversion, borrowing frequency and revenue, not vanity metrics
• Increase in referral rates and financial inclusion feature activation
  
  

What you bring

• 3+ years of experience in CRM, Lifecycle or Retention in a consumer app, fintech, lending, wallet, BNPL or similar environment
• Strong hands-on experience with SMS, Push and Email as performance channels
• Proven track record of improving conversion rates, activation and retention
• Experience building automated journeys triggered by product events
• Comfortable working with data, segments, cohorts and experimentation
• Experience working closely with Product and Data teams
• Experience in Southeast Asia or fintech and lending is a strong plus
• Experience with Clevertap is a strong plus

Why You’ll Love It Here

• Massive Growth: Join a rapidly growing fintech making a real impact on people’s financial well-being, with the opportunity to grow alongside the business.
• Global Impact: Be part of a company that’s transforming lives across Southeast Asia, with plans to expand even further.
• Equity & Rewards: Competitive compensation package, with a significant upside through equity ownership.
• Innovation at Speed: Embrace a fast-paced, hyper-growth environment where your ideas and innovations drive real results.