Lifecycle Journey Manager, Cross-Sell & Expansion

AVG; New York (NY); On-site; USD 140,000 - 160,000; Full time

Benefits offered by this job

Competitive salary

Bonus scheme (up to 10%)

Hybrid/work-from-home options

Learning & development budget

Health & wellbeing benefits

Modern equipment (Mac/Windows)

Employee Stock Purchase Plan

Job summary

Gen in New York is looking for a Growth & Retention professional to own the Cross-Sell & Expansion journey across our portfolio. You’ll shape strategy, define KPIs, and manage end-to-end journeys that convert single-product users into multi-product customers.

You’ll partner with Data, Product, Creative, and Martech, orchestrating multi-channel campaigns in Iterable and related tools. A hands-on, experiment-driven mindset and strong analytical skills are essential to grow monetization while

Qualifications

• 5–8+ years in lifecycle/retention marketing for a digital product or subscription.
• Experience shipping lifecycle journeys in Iterable, Braze, Salesforce Marketing Cloud, or similar.
• Strong data literacy: propensity, funnel, cohort, and incrementality analyses.

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 offers, next-best-product to grow product breadth.
• Define next-best-product logic with Data Science; set signals and guardrails for the decisioning stack.
• Build and launch journeys in Iterable; configure workflows, audiences, suppressions, QA, and AI-driven orchestration.
• Run structured experiments (offers, timing, sequencing, channels) to grow breadth and depth.
• 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 steps.
• Direct and supervise AI agents that execute the pillar’s programs.

Skills

Lifecycle Marketing

Cross-sell Strategy

Data Analytics

Experimentation

Stakeholder Influence

Tools

Iterable

Braze

Salesforce Marketing Cloud

Hightouch

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.