Customer Segment and Lifecycle Management Manager

Globe Telecom, Inc.; Caloocan; On-site; PHP 1,800,000 - 3,200,000; Full time

Job summary

GCash, the Philippines' leading fintech app, seeks a Growth and Lifecycle Strategy leader to own customer lifetime value, engagement, and lifecycle growth across international products. Identify key levers across acquisition, onboarding, activation, repeat usage, retention, cross-sell, and resurrection, translating insights into actionable roadmaps.

You will design and operate lifecycle programs end-to-end, develop campaigns, journeys, and measurement plans, and partner with Product, Marketing,

Qualifications

• At least 5 years of experience in growth, lifecycle marketing, CRM, portfolio marketing, consulting, commercial strategy, or related roles.
• Experience in fintech, e-commerce, technology, payments, remittances, travel, marketplaces, or other platform-based businesses is preferred.
• Demonstrated experience leading growth initiatives or campaigns that delivered measurable business outcomes.
• Strong analytical, communication, stakeholder management, project management, and problem-solving skills.

Responsibilities

• Develop and own customer lifetime value, engagement, and lifecycle growth strategies across GCash International products and segments.
• Design and operationalize the lifecycle management framework and segment-specific strategies.
• Own end-to-end growth programs—from ideation to launch, measurement, and scaling.

Skills

Growth

Lifecycle marketing

CRM

Portfolio marketing

Consulting

Commercial strategy

Cross-functional

Marketing automation

Education

Bachelor’s degree in Business/Marketing/Economics/Engineering/Analytics/Communications

Tools

Marketing automation

CRM platforms

Experimentation platforms

Job description

Do you want to take the first step in making Filipinos’ lives better everyday? Here in GCash we want to stay at the forefront of the FinTech industry by creating innovative, meaningful, and convenient financial solutions for the nation! G ka ba? Join the G Nation today!

Customer Lifetime Value and Lifecycle Strategy

Develop and own customer lifetime value, engagement, and lifecycle growth strategies across GCash International products and segments. Identify key growth levers across acquisition, onboarding, activation, first transaction, repeat usage, habituation, cross-sell, retention, and resurrection. Design and operationalize the GCash International portfolio and lifecycle management framework. Define segment-specific strategies for key audiences, including Overseas Filipinos, travelers, freelancers, and other cross-border users. Translate customer behavior, market context, and business priorities into clear lifecycle roadmaps and actionable initiatives.

Growth Programs and Campaigns

Own the end-to-end design and execution of lifecycle growth programs—from ideation and opportunity assessment to launch, measurement, iteration, and scaling. Develop campaigns and journeys that simplify onboarding, drive first usage, increase transaction frequency, deepen product adoption, and re-engage dormant customers. Build cross-sell and use-case adoption programs across GCash Overseas, international payments, travel, freelancer, and other relevant solutions. Develop customer communications, incentives, and experiences that are timely, relevant, personalized, and appropriate to each segment and lifecycle stage. Ensure programs are delivered on time, with clear briefs, targeting logic, customer experience requirements, stakeholder alignment, and measurement plans.

Commercial Planning and Business Cases

Build commercial models, business cases, forecasts, and investment recommendations for growth initiatives. Assess expected impact on revenue, active users, engagement, transaction volume, usage frequency, product adoption, and customer lifetime value. Evaluate program economics, including investment requirements, incentive costs, incremental contribution, and return on investment. Prioritize initiatives based on customer impact, commercial potential, feasibility, and strategic fit. Support go-to-market planning by aligning marketing, product, commercial, and partnership stakeholders around objectives, customer propositions, launch plans, and success measures.

Cross-Functional Program Management

Manage growth initiatives across their lifecycle, coordinating stakeholders, dependencies, milestones, risks, and decisions. Partner with Product, Marketing, Commercial, Partnerships, Data and Analytics, Customer Success, Operations, and Compliance teams to bring initiatives to market. Drive clear ownership and operating cadences to ensure initiatives are effectively executed and optimized. Translate complex product capabilities and international use cases into simple, compelling customer value propositions and lifecycle experiences. Support integrated go-to-market execution across in-app, CRM, digital, partner, and other relevant channels.

Analytics, Experimentation, and Optimization

Work closely with Data and Analytics teams to define success metrics, build measurement frameworks, and establish performance baselines. Identify opportunities for experimentation and formulate testable hypotheses across targeting, messaging, offers, channels, and customer journeys. Run structured tests and use performance data to determine which approaches should be improved, scaled, or discontinued. Monitor activation, first transaction, usage, retention, resurrection, cross-sell, and revenue funnels across the international portfolio. Translate analysis into clear recommendations for Product, Marketing, Commercial, and leadership teams. Establish regular performance reviews and post-campaign learning agendas to continuously improve program effectiveness.

Customer, Risk, and Governance Management

Maintain a deep understanding of customer motivations, barriers, needs, and behaviors across international markets. Ensure lifecycle communications, targeting, incentives, and customer journeys are aligned with applicable regulatory, privacy, AML/KYC, and responsible marketing requirements. Partner with Customer Success and relevant stakeholders to deliver clear customer education and support throughout the lifecycle. Establish governance standards for customer targeting, campaign quality, approvals, execution, and performance reporting.

We are looking for the following

Bachelor’s degree in Business, Marketing, Economics, Engineering, Analytics, Communications, or a related field. At least 5 years of experience in growth, lifecycle marketing, CRM, portfolio marketing, consulting, commercial strategy, or related roles. Experience in fintech, e-commerce, technology, payments, remittances, travel, marketplaces, or other platform-based businesses is preferred. Demonstrated experience leading growth initiatives or campaigns that delivered measurable business outcomes. Proven experience working cross-functionally with Marketing, Product, Commercial, Data, Analytics, Partnerships, or Operations teams. Hands-on experience with marketing automation, CRM, customer segmentation, campaign management, or experimentation platforms. Experience developing business cases, forecasts, commercial models, or investment recommendations is preferred. Strong analytical, communication, stakeholder management, project management, and problem-solving skills. Experience with international, cross-border, remittance, travel, or freelancer products is an advantage.

What We Offer

Opportunity for career growth and development in the #1 FinTech company in the country Working with a dynamic and highly collaborative team who want to change the game A company that values their people with highly competitive and flexible compensation and benefits package is the #1 Finance App in the Philippines.

Through the GCash App, 81M registered users can easily purchase prepaid airtime; purchase from over 6M partner merchants and social sellers; send and receive money anywhere in the Philippines, even to other bank accounts; pay bills at over 1,800 partner billers nationwide; and get access to savings, credit, loans, insurance and investments, and so much more, all at the convenience of their smartphones.

GCash is a wholly-owned subsidiary of Mynt (Globe Fintech Innovations, Inc.) since 2015. Mynt, Inc. is the parent company of GCash, the Philippines’ #1 finance superapp, advancing financial inclusion through ‘Finance for All’. G-Xchange, Inc. (GXI) is the payments company for GCash. GXI is a BSP-licensed e-money issuer responsible for the digital payments and electronic money activities in the GCash app. Fuse Financing, Inc. is the financing company for GCash. Fuse provides eligible users with access to fair and digitally-enabled credit products and solutions. Ryse, Inc. broadens access to investments that are easy to use and understand, supporting wealth-building for Filipinos at different stages of their financial journey. BlockG Virtual Assets, Inc. supports responsible participation in digital assets, helping build trust and long-term confidence in the continuously evolving digital landscape.