Customer Segment and Lifecycle Management Manager

GCash; Metro Manila; On-site; PHP 1,500,000 - 2,100,000; Full time

Job summary

GCash is seeking a Growth & Lifecycle Marketing leader to own lifecycle strategies across international products and segments. You will define engagement and retention programs, identify growth levers, and translate business priorities into actionable roadmaps.

You will collaborate across Marketing, Product, Data, and Operations to drive onboarding, activation, transactions, and cross-sell opportunities in a cross-border context.

Qualifications

• Bachelor's degree in Business, Marketing, Economics, Engineering, Analytics, Communications, or a related field.
• 5+ years of growth, lifecycle marketing, CRM, or related roles.
• Experience in fintech, e-commerce, technology, payments, remittances, travel, or cross-border platforms is preferred.
• Proven track record leading growth initiatives with measurable outcomes.
• Strong cross-functional collaboration across Marketing, Product, Commercial, Data, Analytics, Partnerships, or Operations.
• Hands-on with marketing automation, CRM, segmentation, campaign management, or experimentation platforms.

Responsibilities

• 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, and retention.
• Design and operationalize the lifecycle management framework for GCash International.
• Define segment-specific strategies for Overseas Filipinos, travelers, freelancers, and other cross-border users.
• Translate customer behavior and business priorities into lifecycle roadmaps and actionable initiatives.
• Own end-to-end lifecycle growth programs from ideation to launch, measurement, and scaling.
• Develop campaigns that simplify onboarding, drive first usage, and deepen product adoption.
• Build cross-sell and use-case adoption programs across international products.
• Develop customer communications, incentives, and experiences tailored to each segment and lifecycle stage.
• Ensure programs are delivered on time with clear briefs, targeting logic, and measurement plans.
• Collaborate with Product, Marketing, Commercial, Partnerships, Data & Analytics, and Operations to bring initiatives to market.

Skills

Growth marketing

CRM

Campaign management

Stakeholder management

Data analysis

Marketing automation

Education

Bachelor's degree

Tools

CRM platforms

Marketing automation tools

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!

You Will Be Responsible For The Following

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