Specialist, Lifecycle Marketing

MoneyHero Group (Nasdaq: MNY); Hong Kong; On-site; HKD 600,000 - 800,000; Full time

Benefits offered by this job

Empowering work culture

Team of over 350 passionate individuals

Opportunities for career growth

Job summary

MoneyHero Group (Nasdaq: MNY) is looking for a Specialist in Lifecycle Marketing based in Hong Kong. This role focuses on designing and optimizing customer journeys for both B2B and B2C marketing strategies, leveraging AI tools for personalization and automation.

The ideal candidate will have over 8 years of experience in lifecycle marketing, particularly in fintech environments, with strong analytical skills and fluency in English, Cantonese, and Mandarin. You will collaborate closely with local teams to drive engagement and user retention.

Qualifications

• 8+ years of experience in lifecycle marketing within fintech or SaaS environments.
• Proficient in managing complex, multi-step customer journeys across digital channels.
• Strong analytical skills to drive lifecycle marketing strategies.

Responsibilities

• Lead the lifecycle marketing strategy across customer funnels.
• Design customer journeys leveraging data-driven insights.
• Manage CRM and marketing automation platforms.

Skills

Lifecycle marketing

CRM

Retention marketing

Digital marketing

Data analysis

Project management

Bilingual (English, Cantonese, Mandarin)

Education

Degree in Marketing, Business, or Data Analytics

Tools

CRM platforms

Marketing automation platforms

AI-enabled marketing applications

Job description

About the Job

The Specialist, Lifecycle Marketing role is a centralized regional capability that defines and delivers the Group’s overarching B2B and B2C lifecycle marketing strategy. The role directly accounts for designing, architecting and optimizing scalable, automated customer journeys that accelerate acquisition, activation, conversion, retention and lifetime value across all regional markets.

Strategic Leadership & Governance

• Define and lead the Group’s overarching lifecycle marketing strategy across the entire customer funnel, including lead nurture, onboarding, activation, engagement, retention, win‑back and cross‑sell to drive long‑term user value.
• Design and govern a regional "air‑traffic control" content strategy framework to optimize frequency and sequencing across SingSaver, MoneyHero, Money101 and MoneyMax; mitigate message fatigue and audience overlap while maintaining guardrails that empower local teams.
• Own the regional lifecycle marketing roadmap, systematically prioritising initiatives based on growth objectives, customer insights, business impact and operational feasibility.
• Orchestrate complex, multi‑step customer journeys across a unified omni‑channel stack (Email, WhatsApp, App Push and On‑Site/In‑App Notifications), ensuring a seamless, frictionless user experience across all digital touchpoints.
• Architect conditional logic, advanced segmentation and cross‑channel triggers using behavioural, transactional and demographic data to dynamically route users based on real‑time behaviour and lifecycle stage.
• Leverage AI‑enabled tools and marketing technology to scale personalisation, automate content creation/copywriting variations and optimise dynamic send‑times, ensuring appropriate guardrails and human oversight are maintained.
• Manage and optimise the CRM and marketing automation platforms, overseeing journey logic, campaign configuration, audience rules and the integration of AI‑enabled personalisation and testing tools.

Cross‑Border Scalability & Experimentation

• Establish a rigorous, region‑wide A/B/n testing and experimentation framework to scientifically measure lifecycle lift and incremental revenue.
• Champion a "test‑and‑learn" culture by actively extracting successful lifecycle tactics from individual markets and productising them into scalable, localised playbooks for rapid regional deployment.

Stakeholder Alignment & Local Enablement

• Act as the primary regional liaison between Centralised Data/BI, Regional Product and Local Country Marketing Teams, translating complex data queries and product updates into highly targeted, market‑nuanced commercial campaigns.
• Enable and support local country teams by providing centralised campaign frameworks, asset templates, audience logic and operating standards that balance regional consistency with local agility.

Analytics, Insights & Compliance

• Establish campaign KPIs, dashboards and reporting routines, analysing cross‑brand performance to generate actionable recommendations for continuous optimisation.
• Ensure all lifecycle campaigns strictly comply with applicable legal, regulatory, privacy and brand requirements inherent to financial services and regulated environments.
• Develop lifecycle playbooks, governance processes and operating standards to support consistency, quality and scalability across markets.

Qualifications

• 8+ years of experience in lifecycle marketing, CRM, retention or growth marketing, specifically within fintech, digital marketplaces, SaaS or highly data‑led environments.
• Strong track record of building, managing and troubleshooting complex, multi‑step, event‑based customer journeys across Email, WhatsApp, Push and In‑App channels.
• Advanced technical understanding of enterprise CRM and marketing automation platforms.
• Practical experience leveraging AI‑enabled marketing applications for personalisation, content generation and send‑time optimisation, combined with strong judgment regarding quality control and brand governance.
• Strong analytical skills with the ability to interpret complex data models, campaign performance, holdout/control group metrics and lifecycle trends to drive commercial lift.
• Proven success working as a liaison across matrixed teams, including Centralised Data/BI, Regional Product, Commercial, Legal and Compliance within a fast‑paced environment.
• The ability to translate commercial priorities into scalable lifecycle programmes and clear execution plans.
• Excellent project management, stakeholder management, written communication and verbal communication skills.
• Experience managing multiple markets or distinct business units, with a demonstrated ability to balance centralised brand governance against agile local execution.
• Fluency in English, Cantonese and Mandarin is required to effectively communicate with stakeholders and localised marketing teams across Hong Kong, Singapore, Taiwan and the Philippines.
• Degree in Marketing, Business, Data Analytics or a related technology discipline preferred; relevant certifications in advanced CRM platforms, CDP architecture or analytics are highly advantageous.
• A data‑driven strategist who focuses on incremental revenue and customer lifetime value rather than just vanity lifecycle metrics.
• Naturally curious about automation, emerging AI tools and data architecture, with a passion for building seamless digital experiences.
• A proactive builder who is equally comfortable designing high‑level regional frameworks as they are diving into the platform to configure journey logic.
• A diplomat who can successfully navigate cross‑border team dynamics and translate complex technical requirements into practical local execution.

Benefits & Culture

• Impact: We actively empower and connect people to a better financial future. Join us if you want to help us achieve our mission.
• Work: We have a team of over 350 talented individuals in four markets who are hyper passionate about building innovative financial solutions and making an impact on people’s lives.
• Culture: We take our work seriously but don’t hesitate to keep things light. We can only create magic when we have a little bit of fun.
• Thrive: We launched in 2014, and now help over 10 million monthly users make the best financial decisions. Accelerate your career and become a pioneer in your field with a leading fintech company that seeks to push the boundaries of your imagination and is committed to growing your career.
• Reputation: We are backed by world‑class organisations and have raised over US$110 million from investors including Experian, Pacific Century Group and IFC, a member of the World Bank Group.

EEO Statement

MoneyHero Group is an equal opportunity employer. We value, support and respect all individuals and is committed to maintaining an inclusive and diverse working environment. Decisions in hiring are based on business needs, requirements of the job and individual qualifications and shall not be influenced by any consideration of race, ethnic or national origin, religion, sex (including gender identity and/or expression), age, sexual orientation, marital status, parental status, disability, genetic information, political affiliation or other applicable legally protected characteristics.