Lifecycle Marketing & Campaign Manager

Data Analytics Ventures, Inc. | Go Rewards; Pasig; On-site; PHP 1,200,000 - 1,800,000; Full time

Job summary

Data Analytics Ventures Inc. (DAVI) is seeking a senior CRM/lifecycle marketing leader to own the member journey for Go Rewards. You’ll drive activation, retention, and reactivation programs across Braze-enabled campaigns, partnering with Marketing, Partnerships, and Product to deliver high-impact experiences.

You will shape always-on lifecycle campaigns, analyze performance, and mentor Campaign Officers to elevate data-driven decision making and customer engagement across channels.

Qualifications

• 7–10+ years in CRM, lifecycle marketing, or campaign mgmt in loyalty/ecommerce/fintech.
• Hands-on with a marketing automation platform (Braze strongly preferred).
• Ability to design, run, and optimize multi-channel campaigns.

Responsibilities

• Own end-to-end member lifecycle architecture with onboarding, activation, retention, and reactivation metrics.
• Translate behavioral data into lifecycle journeys to drive engagement and points earning.
• Define and maintain an always-on campaign calendar with promotions and triggers.
• Design activation journeys from sign-up to first engagement and points redemption.
• Run activation campaigns and experiments to boost early engagement.
• Set activation KPIs and build programs to hit them across channels.
• Collaborate with Marketing, Partnerships, and Product to scale partner-led activations.
• Lead CRM campaigns in Braze from brief to deployment.
• Create automated journeys to reduce manual campaigns and increase relevance.
• Establish briefing/asset management for cross-functional support.

Skills

Lifecycle marketing

Campaign management

Braze expertise

A/B testing

Cross-functional collaboration

Data-driven decisions

Campaign analytics

Tools

Braze

Salesforce Marketing Cloud

Klaviyo

Job description

What can you tell your friends when they ask what you do?

You're the person who decides how Go Rewards stays in touch with over 10 million members, at the right moment, with the right message, in a way that actually makes them feel the program is working for them. You own the member's journey from the moment they join, through the campaigns that get them earning and redeeming their first points, to the always-on lifecycle programs that keep them engaged and coming back. You design the journeys that turn a new sign-up into a loyal, active member, and figure out what brings a lapsed member back before they're gone for good. Your work sits at the intersection of data, creativity, and customer psychology, and when you get it right, members earn more points, spend more with our partners, and stick around longer. It's one of the most commercially meaningful roles in the company, and the whole program feels the difference when it's done well.

Responsibilities – How will you do this?

Lifecycle Strategy

• Own the end-to-end member lifecycle architecture, from onboarding through activation, retention, and reactivation, ensuring every stage has a defined communications strategy and measurable outcome.
• Translate member behavioral data and segmentation insights into lifecycle journeys that drive engagement, points earning, and redemption frequency across the Go Rewards portfolio.
• Define and maintain the always-on campaign calendar, balancing partner-committed promos, thematic campaigns, and lifecycle triggers into a coherent member experience.

Member Activation

• Own activation of newly enrolled members, designing the journeys that move them from sign-up to their first meaningful engagement — earning and redeeming their first points — and reducing time-to-first-redemption.
• Design and run activation campaigns and experiments (first-points nudges, milestone incentives, partner-led activation moments, in-app/channel promotions) that convert enrolled members into engaged, active ones.
• Set and own activation KPIs (activation rate, time-to-first-redemption, early engagement depth) and build the always-on and campaign-based programs needed to hit them.
• Partner with Marketing, Partnerships, and Product to design and scale partner-led activation moments (in-store, in-app, co-branded) that get members engaging with the program early.

Campaign Planning and Execution

• Lead the end-to-end development of CRM campaigns using Braze, from brief through segmentation, content briefing, journey build, QA, and deployment.
• Build and optimize automated journeys (activation nudges, behavioral triggers, transactional milestones, re-engagement flows) that reduce manual campaign setup and increase campaign relevance at scale.
• Establish a campaign briefing and asset management process that enables Marketing, BD, and Partnerships to request and receive campaign support through a structured, trackable workflow.

Analytics and Performance

• Define campaign KPIs and build a performance reporting cadence that gives leadership and partner teams clear visibility into member engagement trends, campaign attribution, and lifecycle health metrics.
• Use A/B testing and experimentation to continuously improve open rates, click-through, conversion, and segment-level response across channels (email, push, Viber, SMS).
• Identify member cohort trends, churn signals, and engagement drop-offs and translate these into proactive campaign interventions before they become revenue problems.

Partner and Stakeholder Integration

• Collaborate with the Partnerships and BD teams to ensure partner-committed promotions are integrated into the lifecycle calendar without disrupting the member experience or breaching contact frequency thresholds.
• Work with the Data team to define segmentation requirements, campaign audience logic, and reporting specifications, reducing dependency on ad hoc data engineering support.
• Partner with Tech and Product on app and platform touchpoints, ensuring in-app notifications, banners, and member-facing content are coordinated with CRM campaigns.

Platform and Tool Development

• Serve as the primary Braze power user for the team, owning journey architecture, canvas design, and platform governance, and acting as the internal subject matter expert for campaign automation capability.
• Lead the transition from manual, single-canvas campaign setups to unified multi-channel flows that significantly reduce setup time and improve campaign consistency.
• Evaluate and recommend tools, integrations, and agency support needed to build out the team's marketing automation capability ahead of the Gravity/LJI platform migration.

Team Capability and Ways of Working

• Set the standard for how Marketing plans, briefs, executes, and reports on campaigns, embedding process discipline and documentation into the team's operating rhythm.
• Coach and guide campaign officers on segmentation logic, performance analysis, and Braze best practices, raising the team's baseline capability in data-driven campaign management.

To be successful, you’ll need

• 7 to 10+ years of experience in CRM, lifecycle marketing, or campaign management, ideally within loyalty, e-commerce, fintech, or subscription-based businesses where member retention is a core commercial driver.
• Hands‑on expertise with a marketing automation platform (Braze strongly preferred; Salesforce Marketing Cloud, Klaviyo, or equivalent considered), including journey architecture, canvas design, segmentation logic, and multi‑channel campaign execution.
• Demonstrated ability to build and manage an always‑on campaign calendar that balances lifecycle automation, partner‑committed promotions, and thematic campaigns without compromising the member experience.
• Strong analytical capability: able to define campaign KPIs, interpret performance data, run A/B tests, and translate results into clear recommendations, without requiring a data team to do the thinking for you.
• Experience working cross‑functionally with data, product, and commercial teams to define segmentation requirements, integrate partner campaigns, and coordinate platform‑level touchpoints.
• A track record of raising the bar on campaign quality and process discipline in a team that previously operated reactively or manually.
• Familiarity with the Philippine consumer landscape, loyalty program mechanics, or points‑based member engagement models is a strong advantage.

Our Core Values

• Entrepreneurial Mindset – Growth‑oriented, customer‑focused, and driven to innovate.
• Stewardship – Takes ownership, protects resources, and promotes sustainable decisions.
• Integrity – Acts with honesty, fairness, and a commitment to doing what is right.

About Data Analytics Ventures Inc. (DAVI)

Data Analytics Ventures, Inc. (DAVI) is the Gokongwei Group's loyalty and data analytics company. Aside from managing Go Rewards, the loyalty program of the Gokongwei Group which includes Cebu Pacific, GoTyme and Robinsons Retail Holdings, DAVI also plays a pivotal role in driving consumer insights through data science. This combination enables DAVI to create a loyalty program that delivers on rewarding experiences and harnessing data to fuel business growth.

At DAVI, data is the key to identifying customer patterns and insights. More than just crunching numbers amidst evolving market landscapes, the company aims for meaningful engagement and sustainable growth that will accelerate discovery and action for businesses.

DAVI helps businesses get a deeper understanding of their brand and category performance. The company's insights help businesses to determine growth drivers and opportunities, improve decisions and calibrate business objectives and actions.

DAVI advocates a culture of excellence and teamwork. Everyone is expected to be the very best at what they do and serve as mentors to their colleagues. We believe in building a trusted environment that encourages open dialogue and constructive conflict, where individuals are humble and hungry to learn from each other. We expect excellence of ourselves and others and together, we make excellence contagious.

DAVI offers its employees the chance to be part of the wave of the future as the data industry continues to evolve rapidly. They are empowered to chart the trajectory of their career and have access to programs that help them continuously upskill. As such, the company seeks people who are passionate about uncovering the value and opportunities behind data.

Privacy Notice

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