Manager, Growth Lifecycle

Airwallex; Amsterdam; On-site; EUR 90,000 - 130,000; Full time

Job summary

Airwallex is seeking a Growth Marketing Lead to own lifecycle strategy and activation for self-serve customers in EMEA. You will design scalable journeys, optimize email/push/in-app channels, and drive evergreen campaigns with AI-enabled workflows.

Collaborate across Product, Sales, Marketing and Data teams to turn customer insights into growth opportunities. The role emphasizes experimentation, regional accountability, and a customer-centric approach, with a fast-paced, global fintech

Qualifications

• 5+ years of experience leading growth initiatives across the customer lifecycle.
• Experience in a product-led growth environment with a customer-first mindset.
• Strong analytical skills to interpret campaign, product and behavioural data and make data-backed recommendations.
• Experience with high volumes of data and communicating clearly through data and analytics.
• Hands-on experience designing and executing lifecycle or CRM programmes that drive conversion, activation and retention.
• Experience running A/B tests and applying structured experimentation to improve performance.
• Strong organisational skills with the ability to manage multiple initiatives.
• Clear, structured communication with cross-functional partners across Sales, Marketing and Data Science.
• Proactive, results-oriented approach with a track record in fast-paced environments.
• Bachelor’s degree.

Responsibilities

• Lead lifecycle strategy and design scalable journeys for self-serve customers across regions.
• Own digital channels (email, push, in-app) and ensure personalized engagement.
• Drive end-to-end campaign execution and evergreen programs with cross-functional partners.
• Take regional funnel accountability and identify opportunities through data-driven analysis.
• Lead regional experimentation to uncover local growth levers and scale pilots.
• Champion a customer-first messaging approach across lifecycle stages.

Skills

Growth marketing

Lifecycle marketing

A/B testing

Data analysis

Cross-functional collaboration

Communication

Proactivity

Education

Bachelor’s degree

Tools

SQL

CRM tools

Job description

About Airwallex

Airwallex is the AI-native financial operating system for a real-time, intelligent economy. More than 676,000 businesses, including McLaren Racing, Qantas, SHEIN, and TikTok, use us, directly or through our platform partners, to run their financial operations or build and monetize financial products of their own.

We started in Melbourne in 2015 to build the infrastructure global commerce runs on. We're the regulated backbone behind global payments: not by accident, but by design. A decade plus, 85+ licenses, and a financial infrastructure spanning North America, Europe, the Middle East, and Asia-Pacific.

We're co-headquartered in San Francisco and Singapore, with more than 2,300 people across 27 offices. We hire builders with founder-level energy, people who move fast with good judgment, dig in with real curiosity, and make calls from first principles rather than waiting to be told what to do. Read our operating principles to see it in full.

About the team

The Marketing team at Airwallex drives brand awareness and customer engagement through innovative and strategic campaigns. We work to communicate the value of our financial solutions, attract new customers, and strengthen relationships with existing ones. By leveraging data-driven insights and creative strategies, we ensure Airwallex stands out in a competitive market. Our team is passionate about telling the Airwallex story and supporting the company’s growth and success.

What you’ll do

Most strategy roles hand you a slide deck. This one hands you the keys.

You'll get the kind of access most people wait a decade for: a direct line to the growth engine, work that spans every function, and the freedom to own ambiguous, high-stakes problems end to end.

And you won't do it the old way. We arm our people with AI to move faster than teams ten times our size, modeling, researching, and shipping at a pace that creates an unfair advantage.

If you want to do the best work of your career on problems that actually matter, build with us.

How you'll make impact

Own the lifecycle growth strategy for Airwallex’s self-serve small-business customers, helping them move from onboarding and KYC through activation, first transaction and deeper product adoption. You’ll turn customer, product and behavioural data into practical growth opportunities, then design and run evergreen campaigns, experiments, automations and AI-enabled workflows that improve conversion, go-live activation and expansion across products without dedicated sales coverage.

• Lead Lifecycle Strategy: Design the end-to-end lifecycle engagement and build scalable lifecycle journeys for self-serve customers in EMEA and products without dedicated sales coverage.

• Own Digital Channels for Self-Serve: Lead the strategy and operational health for email, push, and in-app messaging. Ensure these high-impact channels are optimized to deliver personalized engagement and consistent growth across managed regions.

• Drive End-to-End Campaign Execution: Transform high-level lifecycle strategies into high-performing programs. Design and optimise evergreen campaigns, experiments and automations that improve conversion, go-live activation and expansion. Partner with Product, Sales, Marketing, Data and regional teams to turn customer, product and behavioural data into measurable growth opportunities

• Regional Funnel Accountability: Take full ownership of E2E growth metrics within your region. Leverage deep-dive quantitative analysis to identify high-impact opportunities for experimentation, ensuring data-driven decision-making at every touchpoint.

• Drive Regional Experimentation: Initiate and lead a high-velocity experimentation roadmap within your region, testing innovative tactics to uncover local growth levers and scale successful pilots into global frameworks.

• User-Centric Communication: Champion a "customer-first" messaging philosophy, delivering personalized and compelling content that resonates with users and reduces friction throughout the lifecycle.

Who you are

We’re looking for people who meet the minimum requirements for this role. The preferred qualifications are great to have, but are not mandatory.

Minimum qualifications:

• 5+ years of experience leading growth initiatives across the customer lifecycle.

• Experience in a product-led growth (PLG) environment, with a strong customer-first and customer-centric mindset.

• Strong analytical skills with the ability to interpret campaign, product and behavioural data, identify trends, prioritize campaign ideas and develop data-backed recommendations.

• Experience working with high volumes of data and communicating clearly through data and analytics.

• Hands-on experience designing and executing lifecycle or CRM programmes that drive customer conversion, activation, retention and product adoption.

• Experience running A/B tests and applying structured experimentation to improve performance.

• Strong organisational skills and attention to detail, with the ability to manage multiple initiatives simultaneously.

• Clear and structured communication skills, with the ability to work effectively with cross-functional partners, especially across Sales, Marketing and Data Science.

• A proactive and results-oriented approach, with a track record of getting things done and delivering impact in fast-paced environments.

• Bachelor’s degree.

Preferred qualifications

• Experience in B2B, SaaS, fintech or product-led growth; high-scale B2C experience will also be considered.

• Experience with AI-enabled tools, agents, workflow automation or connecting multiple tools to improve execution.

• Experience with SQL or close collaboration with data teams.

• Hands-on experience in lifecycle or CRM marketing.

• Experience working across global markets and turning regional initiatives into scalable global programmes.

You’ll thrive here if

• You own the outcome and you don't wait for permission to fix what's broken.

• You're comfortable with ambiguity. Give you a problem, not a prescription, and you'll run with it.

• You default to action. You'd rather course-correct in motion than wait for perfect clarity.

• You connect dots across functions and hold the big picture without losing grip on the details.

• You enjoy working closely with people across multiple countries and time zones as part of one connected, global team, including flexing your hours occasionally to make that connection work.

Applicant Safety Policy: Fraud and Third-Party Recruiters

To protect you from recruitment scams, please be aware that Airwallex will not ask for bank details, sensitive ID numbers (i.e. passport), or any form of payment during the application or interview process. All official communication will come from an @airwallex.com email address. Please apply only through careers.airwallex.com or our official LinkedIn page.

Airwallex does not accept unsolicited resumes from search firms/recruiters. Airwallex will not pay any fees to search firms/recruiters if a candidate is submitted by a search firm/recruiter unless an agreement has been entered into with respect to specific open position(s). Search firms/recruiters submitting resumes to Airwallex on an unsolicited basis shall be deemed to accept this condition, regardless of any other provision to the contrary.

Equal opportunity

Airwallex is proud to be an equal opportunity employer. We value diversity and anyone seeking employment at Airwallex is considered based on merit, qualifications, competence and talent. We don’t regard color, religion, race, national origin, sexual orientation, ancestry, citizenship, sex, marital or family status, disability, gender, or any other legally protected status when making our hiring decisions. If you have a disability or special need that requires accommodation, please let us know.