Lifecycle & CRM Lead

• Own the lifecycle strategy end to end, from signup and first transaction through repeat usage, activation,  retention, reactivation, cross-sell, and long-term customer value.
• Grow LTV across the customer base, identifying the highest-leverage opportunities to increase transaction frequency, retention, product adoption, and share of wallet.
• Own the incentives strategy and budget, determining where incentives create true incremental behavior versus subsidizing activity that would have happened anyway.
• Build a rigorous experimentation engine across the lifecycle, using control groups, holdouts, segmentation, and incremental measurement to understand the true impact of campaigns and incentives.
• Build and manage the Lifecycle & CRM team, establishing clear ownership, operating rhythms, standards, and a roadmap tied to measurable business outcomes.
• Own Félix’s communication governance, defining how often we contact users, through which channels, for what purposes, and how competing messages are prioritized.
• Manage the portfolio of lifecycle communications across WhatsApp, email, push notifications, and other relevant channels, ensuring every touchpoint has a clear objective and measurable value.
• Develop increasingly sophisticated segmentation and personalization, using customer behavior, transaction history, lifecycle stage, geography, product usage, and other signals to make communications more relevant.
• Partner closely with Product to determine when a customer need should be addressed through CRM versus becoming part of the product experience itself.
• Drive adoption of new products and use cases, helping Félix expand from remittances into a broader financial relationship with its users.
• Build a strong customer intelligence function in close partnership with the Data team, systematically extracting insights from behavioral data, campaign performance, customer conversations, research, and qualitative feedback.
• Turn customer insights into action, identifying unmet needs, friction points, new product opportunities, and ways Félix can become more useful and relevant in customers’ everyday financial lives.
• Create closed feedback loops across teams, ensuring insights from Lifecycle & CRM inform Product, Growth, Brand, Operations, and regional strategy.
• Build the reporting and operating framework for Lifecycle, making performance, experiments, learnings, and opportunities visible across the company.

• Strong experience leading Lifecycle, CRM, Retention, or Customer Growth in a consumer business, ideally with high transaction frequency or recurring usage.
• Strong business judgment, with the ability to prioritize opportunities based on expected customer impact, incremental value, cost, and scalability
• Proven track record driving incremental growth across activation, repeat usage, retention, reactivation, and cross-sell.
• Strong understanding of incrementality and experimentation, including control groups, holdouts, uplift measurement, and causal thinking.
• Experience managing incentives and promotional budgets, with the ability to distinguish true incremental behavior from subsidized activity.
• Deep expertise in segmentation, personalization, and lifecycle journey design across channels such as WhatsApp, email, push notifications, and in-product surfaces.
• Strong analytical mindset and experience working closely with Data teams to define audiences, measurement frameworks, customer insights, and opportunities.
• Experience identifying and driving multi-product adoption, including second-product conversion, cross-sell, and increasing products per active user.
• Strong understanding of churn, retention, and reactivation dynamics, with experience building programs to prevent churn and recover inactive users.
• Ability to turn behavioral data, campaign performance, customer research, and qualitative feedback into clear product and growth opportunities.
• Strong product judgment, with the ability to determine when a customer need should be addressed through CRM versus becoming part of the product experience.
• Experience building and managing high-performing teams, establishing clear ownership, operating rhythms, and a high bar for execution.
• Ability to work closely with Product, Growth, Data, Brand, and Operations, influencing priorities and turning customer insights into action.

Key Metrics

• Incremental Transactions
• Incremental Users
• Cost per Incremental User (CPiU)
• Cost per Incremental Transaction (CPiT)
• Transaction Volume / TPV Growth
• Retention & Reactivation Lift
• Share of Wallet Growth
• Customer LTV
• Incremental Multi-Product Users
• Multi-Product Adoption Rate (cross-selling)
• Incremental ROI on CRM & Incentives

This Role Works Well If You…

• You think of Lifecycle & CRM as a growth and customer strategy function, not a campaign calendar or messaging operation.
• You are commercially minded and naturally prioritize based on incremental impact, economics, and scalability rather than activity or vanity metrics.
• You are obsessed with understanding what actually changes customer behavior, and you want to prove it through experimentation rather than correlation.
• You are comfortable asking “Would this have happened anyway?” before taking credit for a transaction, retained user, or successful promotion.
• You treat incentives as an investment, not just a marketing expense, and are disciplined about where and when Félix should spend to influence behavior.
• You combine strong analytical thinking with customer intuition, moving comfortably between cohorts, experiments, behavioral data, customer research, and qualitative feedback.
• You think beyond individual campaigns and build systems, journeys, and portfolios of interventions that compound over time.
• You believe user attention is scarce, and that sending fewer, more relevant messages can be more valuable than maximizing communication volume.
• You have strong product judgment and are comfortable deciding that the best CRM idea should actually become a product experience.
• You naturally look for opportunities to increase the depth of the customer relationship, from greater frequency and retention to new use cases, products, and share of wallet.
• You are comfortable operating with high ownership and ambiguity, building the team, processes, measurement frameworks, and operating model as Félix continues to scale.
• You enjoy working at the intersection of Growth, Product, Data, and Customer Insights, and can turn what you learn about customers into concrete actions across the company.

• Competitive salary
• Initial stock options grant
• Annual performance bonus
• Health, dental, and vision plans 
• Work model: currently fully remote, with a future transition to a hybrid set up
• Continuous learning opportunities 
• Unlimited PTO
• Paid parental leave
• Empowering opportunities for growth in a dynamic entrepreneurial environment