Lifecycle Journey Manager, Cross-Sell & Expansion

Apply; New York (NY); Hybrid; USD 140,000 - 160,000; Full time

Benefits offered by this job

Performance bonus up to 10%

Hybrid/Home-office options

Learning & development budget

Health & wellbeing benefits

Employee Stock Purchase Plan

Modern equipment (Mac/Windows)

Job summary

Gen in NYC seeks a seasoned lifecycle/retention marketer to own Cross‑Sell & Expansion within MoneyLion’s Growth & Retention function. You’ll craft end‑to‑end journeys and drive multi‑product monetization using AI decisioning and a collaborative stack of Product, Data, Creative, and Martech.

You’ll combine strategic thinking with hands‑on execution in Iterable, Braze, and Salesforce Marketing Cloud, leveraging data to optimize journeys, experiments, and conversions.

Qualifications

• 5–8+ years in lifecycle/CSM, growth, or retention marketing for a digital product or subscription.
• Proven ability to define lifecycle plans and ship journeys in Iterable, Braze, Salesforce Marketing Cloud, or similar.
• Strong data literacy: propensity, funnel, cohort, and incrementality analysis.
• Experience designing always-on, triggered programs (cross-sell, post-purchase, onboarding).

Responsibilities

• Own end-to-end strategy and the primary KPI for the Cross‑Sell / Expansion pillar (products per user, secondary‑LOB adoption, expansion revenue).
• Design multi-product, multi-channel journeys - post‑purchase upsell, marketplace and in‑app offers, next‑best‑product.
• Define next‑best‑product and propensity logic with Data Science; set the signals, eligibility, and guardrails that the decisioning stack optimizes toward.
• Build and launch journeys in our lifecycle platform (Iterable) - workflow setup, audience configuration, suppressions, QA, and launch checks.
• Run structured experiments (offers, timing, sequencing, channels) to grow breadth and depth without over‑messaging.
• Partner with PMM on cross‑sell value propositions and with LOB / partner teams on offer economics.
• Own the numbers - report on expansion KPIs, surface insights, and recommend concrete next steps based on data.
• Direct and supervise the AI agents (rapid response, monitoring, quality) that execute the pillar’s programs.

Tools

Iterable

Braze

Salesforce Marketing Cloud

Hightouch

AID

Job description

About Gen

At Gen (NASDAQ: GEN), an S&P 500 company, we strive to give everyone the power to explore our shared digital world freely and safely. We help shape the digital world to be a freer, fairer, and safer place through the application of science, technology, and human ingenuity, and we are looking for people who share our passion for contributing to a better online world. Gen safeguards hundreds of millions of people worldwide across Cybersecurity, Identity, and Financial Wellness - including through MoneyLion, our financial‑wellness platform that helps people take control of their money and build a healthier financial life.

About the team and the role

You’ll join MoneyLion’s Growth & Retention team and own the Cross‑Sell & Expansion stage of the user journey - the moment a single-product user becomes a multi-product, high-value customer. Rather than running channel campaigns, you’ll operate as a lifecycle journey manager: you own the strategy, the KPI, and the end‑to‑end journey that grows product breadth and monetization depth across our portfolio.

You’ll work hand‑in‑hand with our AI decisioning stack - setting the objectives, signals, and guardrails it optimizes toward - while partnering with Product, Data, Creative, and Martech to design, launch, and prove the programs that expand customer value. This role blends strategy with hands‑on execution and a strong analytical, experiment‑driven mindset.

What you’ll do

• Own end‑to‑end strategy and the primary KPI for the Cross‑Sell / Expansion pillar (products per user, secondary‑LOB adoption, expansion revenue).
• Design multi‑product, multi‑channel journeys - post‑purchase upsell, marketplace and in‑app offers, next‑best‑product - that move users into their second and third products.
• Define next‑best‑product and propensity logic with Data Science; set the signals, eligibility, and guardrails that the decisioning stack (AID / Hightouch) optimizes toward.
• Build and launch journeys in our lifecycle platform (Iterable) - workflow setup, audience configuration, suppressions, QA, and launch checks - increasingly orchestrated through AI decisioning.
• Run structured experiments (offers, timing, sequencing, channels) to grow breadth and depth without over‑messaging.
• Partner with PMM on cross‑sell value propositions and with LOB / partner teams on offer economics.
• Own the numbers - report on expansion KPIs, surface insights, and recommend concrete next steps based on data.
• Direct and supervise the AI agents (rapid response, monitoring, quality) that execute the pillar’s programs.

What you’ll bring

• 5–8+ years in lifecycle / CSM, growth, or retention marketing for a digital product or subscription business, with depth in cross‑sell, upsell, or monetization.
• A track record owning both strategy and execution - you’ve defined lifecycle plans and personally shipped journeys in Iterable, Braze, Salesforce Marketing Cloud, or similar.
• Strong data literacy - propensity, funnel, cohort, and incrementality analysis - with the ability to translate findings into roadmaps.
• Experience designing always‑on, triggered programs (cross‑sell, post‑purchase, onboarding‑to‑adoption) rather than one‑off blasts.
• Comfort directing AI / ML decisioning or personalization (predictive scoring, next‑best‑action models).
• Cross‑functional influence with Product, Data, Legal / Compliance, and Creative; able to align stakeholders without authority.
• Excellent written communication and a high bar for QA and detail.
• A bias toward ownership and action - you ship, learn, and iterate quickly.

Nice to have

• Experience in fintech, subscription, or marketplace businesses.
• Familiarity with Hightouch, AID, or other decisioning / composable martech platforms.

What we offer

• Competitive salary with a performance‑based bonus scheme (up to 10%)
• Flexible working hours with hybrid / home‑office options
• The chance to join a major global tech company listed on the S&P 500
• A meaningful learning & development budget and clear career growth
• Comprehensive health and wellbeing benefits
• Modern equipment (Mac/Windows) for work and personal use
• Employee Stock Purchase Plan

Location: NYC Office (Onsite 3 days per week)

The annual base salary for this position is expected to be between $140,000 and $160,000. Base salary is one component of Gen's total compensation package, which includes 401(k) match, health insurance options, disability coverage, life insurance, and unlimited paid time off. Actual salaries will vary based on a candidate’s qualifications, experience, skills, and competencies related to the role.

We are an equal‑opportunity employer and value diversity at our company. We do not discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status.