Senior Customer Lifecycle – Retention

Baubap; México; On-site; MXN 650,000 - 850,000; Full time

Benefits offered by this job

20 vacation days / year + 75% holiday

1 month (proportional) Christmas bonus

Food vouchers

Health & Life insurance

Competitive salary

Job summary

Baubap is seeking a senior CRM lifecycle leader to drive a significant uplift in collections metrics. You will own the communication layer across the entire delinquency lifecycle, starting from early on-time payments to dormant accounts, ensuring a cohesive experience that mirrors the product.

You will design end-to-end lifecycle experiences in Figma, develop copy, execute in CRM and via WhatsApp, and partner with Product, Engineering, CX and Data to maximize recovery while maintaining

Qualifications

• 5+ years in CRM, lifecycle communications or retention marketing.
• Proven experience moving a hard business metric through programs.
• Experience in fintech, lending or high-growth consumer apps.
• Fluent in Spanish and English.

Responsibilities

• Own end-to-end lifecycle communication strategy.
• Bridge with Product, Engineering, CX and Data with SLAs.
• Design and deliver multi-channel campaigns across CRM, WhatsApp, landing pages.
• Measure impact with dashboards and guardrails; iterate.

Skills

CRM management

Lifecycle communications

Retention marketing

Fintech knowledge

Spanish & English communication

Education

Industrial engineering

Economics

Business administration

Marketing

Tools

Braze

Wolkvox

Zapier

n8n

HubSpot

Zoho

Job description

The mission:

We are looking for someone who will produce a significant uplift in Baubap's collections metrics through lifecycle management.

Recovery here starts earlier than most people expect. It begins at the customer's very first disbursed loan - when they still pay on time - and it ends with a dormant or churned customer who left without paying. Everything in between (the reminder, the due date, the first day late, the negotiation, the recovery of an old balance) is one continuous experience, and this role owns the communication layer across all of it.

The person in this role makes that experience cohesive: communication that mirrors the product experience. They use behavioral psychology and channel logic to shape the customer's payment decision, and to pull that decision as early as possible.

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.

The expected outcome:

Business analysis and communication strategy

• Analyze business data to make relevant decisions and build a coherent communication strategy: the right user, the precise message, the opportune moment; to shape behavior and get the pending loan paid.
• Bring ambition for the metrics and a 360° business lens. Be able to run a cost-benefit analysis on every notch of the communication strategy you propose (contact cost, channel cost, fatigue cost, risk of the message, expected recovery).
• Own the analytical read of what is working and what is not, and kill what is not.

End-to-end design and execution

• Design and implement the communication strategy from end to end: lifecycle experience design in Figma, copy development, execution in CRM, execution of contact methods outside the CRM (e.g. WhatsApp through the Meta API), communication through the landing page, customer support channels, AI agents, and any other channel that emerges.
• Build the channel logic for collections and defend it with results.
• Produce the communications for every product development coming out of the squad.

Measurement, rollout, and guardrails

• Measure, with structure and clarity, the impact of the communication strategy on the business: default rate, loss rate, and recovery rate.
• Keep measurement discipline as the default. Every initiative starts with a dashboard, a metric baseline, an expected uplift calculation, a landed definition of success, and guardrails. No initiative launches without them.
• Own the full rollout. Every initiative includes execution and follow-through: correct full rollout, plus attention to any incident or edge case that appears along the way.
• Answer "how do we stop this from happening again?" When an error or an edge case appears, the corresponding guardrails get incorporated into the AS IS — and we find out about problems as early as possible, so we get ahead of them instead of reacting to them.

Cross-functional work

• Build the relationships before you need them. Lifecycle management does not work as a series of one-off requests: it depends on standing, close working relationships with Product, Engineering, CX and Data: with agreed SLAs for the things that recur (event instrumentation, data availability, review turnaround, incident response). Part of this role is establishing those agreements and keeping them healthy, so that the next initiative starts from an existing partnership instead of from a negotiation.
• Operate as a business unit inside the squad. Work day to day with the product designers, front-end and back-end engineers and data scientists on your team; not as the communication person who receives a finished feature, but as one of the people accountable for the outcome. Every decision has more than one angle (product, risk, data, cost, customer experience), and you are expected to hold all of them.
• Make sure every team tells the customer the same story. Align with Customer Support so the message is consistent across every touchpoint. Inconsistency in a collections context costs trust we do not get back.
• Bring proposals, not tickets. Communication definitions arrive from this role as proposals to co-create with the squad, not as requests waiting for someone else to fill them. You come with a point of view backed by behavioral evidence, and you change it when the data disagrees.

Preferred Additional Qualifications and Experience:

• Desired 5+ years in CRM, lifecycle communications or retention marketing; ideally in fintech, financial services, lending or high-growth B2C.
• Proven experience owning communication programs that moved a hard business metric, not only engagement metrics.
• Experience in collections, payments, repayment behavior or risk-adjacent communication is a strong plus.
• Braze (or equivalent engagement platform): custom events, attributes, segmentation, Canvas flows, personalization, reporting.
• Wolkvox
• Zapier / n8n — automation and connecting systems that were not built to talk to each other.
• HubSpot, Zoho
• Claude and AI tooling as daily infrastructure: analysis, copy, workflow
• Dashboarding to build your own baselines and reads
• Figma, for lifecycle experience design.
• Education: Industrial engineering, economics, business administration, marketing or related degrees.
• Fluent in Spanish and English.

What we can offer:

• Being part of a multicultural, highly driven team of professionals
• 20 vacation days / year + 75% holiday bonus (Prima Vacacional)
• 1 month (proportional) of Christmas bonus (Aguinaldo)
• Food vouchers
• Health & Life insurance
• Competitive salary