Lifecycle Marketing Manager

almapay.com; Paris; Hybrid; EUR 85,000 - 120,000; Full time

Job summary

Alma in Paris seeks a senior Lifecycle Marketing Manager to own the B2B lifecycle and help launch consumer‑facing initiatives. You will design journeys that nurture leads, onboard merchants and drive activation, retention and win-back at scale.

You will lead the migration from HubSpot to Braze or Customer.io, define data models and deliverability, and align with Sales, AM and Revenue Marketing. Hybrid Paris office.

Qualifications

• 5+ years in lifecycle, CRM or marketing automation across B2B and B2C.
• Experience leading cross‑functional campaigns with Sales, AM and Revenue teams.
• Proven ability to migrate and manage multi-channel campaigns across platforms.

Responsibilities

• Design and run journeys that drive revenue: lead nurturing, onboarding, activation, retention and win-back.
• Target merchants with live data segments and seasonal campaigns; manage channel expansion (email, in-app, POS, new channels).
• Lead migration off HubSpot to Braze/Customer.io; audit, rebuild, and schedule switch with data model and deliverability setup.
• Measure impact with control groups, activations and TPV; share learnings with Sales, AM and Revenue Marketing.
• Own cross‑team CRM programs and templates, ensuring consistent tone and delivery.

Skills

Lifecycle marketing

CRM

Marketing automation

B2B/B2C

HubSpot

Braze

Customer.io

Tools

HubSpot

Braze

Customer.io

Job description

About Alma

At Alma, we believe sustainable commerce depends on fair, well-balanced trade. Because finance plays a pivotal role in business, our mission is to put it back in its rightful place, serving merchants and consumers.

Our installment and deferred payment solutions help merchants boost sales by 20% or more, increase customer loyalty, and deliver a seamless shopping experience, without encouraging bad debt.

As the buy now pay later leader in France and active in 10 European countries, we've empowered more than 25,000 merchants and 10 million consumers.

With 380+ Almakers and €100M+ ARR, Alma is scaling rapidly across Europe as a member of the Next40, and we're just getting started!

About the team

Growth is part of the Revenue team. We build Alma's merchant acquisition engine: which merchants we target, how we find, identify and qualify them, how fast a qualified merchant reaches the right salesperson and, with lifecycle, how we convert, activate and retain them, in France and in our international markets.

We work AI-native, by design. Everyone in Growth works in Claude Code with a shared library of skills and connectors, a common repository that holds our workflow spec, our decision log and our merchant context, and a simple delivery lifecycle (Research → Spec → Plan → Build) where each stage ends with a human decision. Claude does the legwork; a person decides. Correctness comes from automated verification (tests, adversarial agent review, live validation), and every production change goes through a pull request with a named reviewer from DevX or SRE.

We are rebuilding our GTM system around five layers: market definition, signals, data & enrichment, decision & routing, and activation. As part of it, we are moving our merchant lifecycle off HubSpot to a modern customer engagement platform. Braze leads, Customer.io is in the running, and we want your view. You will lead that migration and the lifecycle programme built on top of it.

You will join a team of 6 with a Growth Ops, a Growth Engineer, a Paid Acquisition Manager, a Senior GTM Engineer (hiring) and an Experimentation & Tracking Engineer (hiring), and you will report to Julian, Team Lead Growth.

This position is a permanent contract (CDI) based in Paris, hybrid.

About the job

Own the B2B lifecycle, from lead to active merchant

• Design and run the journeys that drive revenue: lead nurturing, onboarding, activating signed merchants who haven't taken a first payment, retention and win-back.
• Reach the right merchants at the right moment with the right message, using segments built on live data (industry, size, country, TPV, product usage).
• Run a yearly campaign calendar (seasonal moments, product launches, credit upsell) next to the always‑on journeys, with clear pressure rules. Start with email, then add in-app, POS materials for in‑store merchants, and new channels when the data supports them.

Help drive Alma's move towards consumers

• Alma is opening up to B2C, with new consumer products on the way. You'll be the first lifecycle person to work on it, and you'll get to invent how Alma talks to consumers.
• It starts small next to the merchant work and is set to grow fast.

Lead the migration off HubSpot

• Help pick the platform. Braze is the front‑runner, and if you think Customer.io or another tool fits better, make the case.
• Audit what runs today, decide what to rebuild, improve or drop, and plan the switch so no key communication stops along the way.
• With the Growth Engineer and Data, define the data model, consent management and deliverability setup, then switch off HubSpot marketing on schedule.

Measure what you ship

• Use control groups and A/B tests by default. Report on activations, reactivations and influenced TPV rather than open rates.
• Build your own segments and analyses, and share what works with Sales, Account Management and Revenue Marketing.

Be the CRM project lead across Revenue

• Align Sales, Account Management, Ops, Product Marketing, Brand and Legal on shared campaigns: you own the brief‑to‑delivery workflow, set the pace and arbitrate.
• Make other teams autonomous on simple communications (templates, tone of voice, golden rules), so you can focus on the programmes that move revenue.

Your first months

• Months 1-3: you audit our current lifecycle (HubSpot workflows, onboarding emails, scattered tools), give your recommendation on the target platform and define its setup with the Growth Engineer, and keep priority campaigns running while you prepare the switch.
• By month 6: onboarding, activation and retention journeys run on the new platform with control groups; HubSpot marketing is switched off; a yearly campaign calendar is shared with Sales, Account Management and Product Marketing.

You will work with

• Lifecycle: Braze, Customer.io or equivalent (decision in progress). HubSpot until we switch it off.
• Revenue systems & data: Salesforce (system of record), BigQuery, Looker
• AI & delivery: Claude Code (skills, connectors), Notion, Linear

About you

To succeed in this job

• 5+ years in lifecycle, CRM or marketing automation, across both B2B and B2C. On the B2B side, you have run programmes hand in hand with Sales or Account Management on large portfolios (1,000+ accounts). On the B2C side, you have built consumer activation and engagement journeys at scale.