Lifecycle Marketing Manager

Coast; New York (NY); On-site; USD 140,000 - 180,000; Full time

Benefits offered by this job

Medical Insurance

Dental & Vision Insurance

Flexible PTO

401(k)

Parental Leave

Education Stipend

Equity advisory

Free lunch Fridays

Job summary

Coast is seeking a Lifecycle Marketing Manager to own activation, retention, and expansion across the customer journey. You will build and run automated programs in Braze—from lead nurture to onboarding, activation, cross-sell, retention, and winback—turning fuel spenders into full financial-life Coast customers.

You’ll develop deep customer and product knowledge to craft journeys that move new signups to activated, transacting users.

Qualifications

• 4+ years in lifecycle, CRM, product marketing, or marketing ops/analytics.
• Hands‑on mastery of a modern lifecycle platform; Braze experience is a strong plus.
• AI-native mindset and willingness to use AI tools daily.
• Strong analytical instincts with ability to design clean A/B tests and interpret metrics.

Responsibilities

• Own end-to-end full-funnel lifecycle journeys in Braze across email, in-app, push, and SMS.
• Drive expansion from fuel to non-fuel products through owned channels.
• Design onboarding journeys to activate fleets and enable fast transactions.
• Partner with product, marketing, and sales to time lifecycle touches with the sales cycle.
• Own measurement and experimentation; define metrics and run testing cadences.

Skills

Lifecycle Marketing

CRM

Analytics

Copywriting

AI tooling

Tools

Braze

Job description

What is Coast

Coast is re-imagining the trillion-dollar U.S. B2B card payments infrastructure, with a focus on the country's 500,000 commercial fleets, 40 million commercial vehicles, and many millions of commercial drivers. The incumbent technologies that cater to these customers are decades old, and businesses with fleets increasingly demand modern digital experiences and transparent financial services products. Coast's mission is to deliver this at a transformational scale, beginning with the Coast Fleet and Fuel Card built on a cutting-edge spend management platform.

About the Role

We're looking for a Lifecycle Marketing Manager to own how Coast activates, retains, and grows every customer after they sign. Our fuel card is the first product customers get from Coast and our lifecycle marketing motion is how we turn this wedge into a lasting, multi-product relationship—moving a business that only uses Coast for fuel spending into a customer that lives their entire financial life through Coast. This expansion is key to Coast and it happens through the programs you'll build.

You’ll develop deep expertise on our customers, our products, and the moments that matter across their journey. With that knowledge you will build, run, and own the automated programs that carry them from first touch to an activated, engaged, expanding customer. This is a full-funnel lifecycle across our owned channels and covers everything from lead nurture, onboarding, activation, cross-sell, retention, and winback.

This is a hands‑on role with real ownership. You’ll be making strategic choices yourself and building journeys in Braze as you write our lifecycle playbook in real time.

What You'll Do

• Own full-funnel lifecycle journeys end-to-end
  • Build and run nurture, onboarding, activation, engagement, retention, and winback programs in Braze across email, in-app, push, and SMS
  • Use behavioral and product data to trigger the right message, at the right moment, for the right persona
• Drive fuel to non-fuel expansion through owned channels
  • Own the lifecycle motion that moves fuel customers onto corporate cards, Bill Pay, and more — Coast's single biggest growth lever
  • Partner with Product Marketing and Growth teams on the narrative, offers, and timing that get customers to adopt more
• Turn new signups into activated, transacting customers
  • Design onboarding journeys that get a new fleet issuing cards, setting controls, and transacting fast
  • Identify drop‑off points and partner with Product, Sales, and Customer Success to close them
• Partner cross-functionally to build the system
  • Work with Growth Engineering on the data, events, and integrations that power triggered journeys
  • Work with Revenue Operations, Sales, and CS to time lifecycle touches around the sales cycle and each customer's real activity
• Own measurement and experimentation
  • Own the metrics for every program — deliverability, engagement, activation rate, attach rate, retention
  • Run a real testing cadence, report what's working, kill what isn't, and use results to influence our overall GTM motion

What Success Looks Like

In your first year, you'll be successful if you:

1. Ship a reliable full-funnel lifecycle program in Braze — onboarding, activation, expansion, retention, winback — that beats the baseline it replaces
2. Lift new-customer activation rate and shorten time to first transaction
3. Grow non‑fuel attach (corporate card and Bill Pay) across the fuel base through owned-channel journeys
4. Reduce churn with early-warning triggers and re-engagement that measurably keep more customers
5. Recover a meaningful share of abandoned credit applications and accelerate growth of qualified opportunities with nurture journeys

Requirements

• 4+ years in lifecycle, CRM, product marketing, or marketing ops/analytics
• Hands‑on mastery of a modern lifecycle platform; direct Braze experience is a strong plus
• AI-native mindset: you're already using AI tools in your daily work and you're excited to push further
• Strong analytical instincts: comfortable pulling and interpreting metrics yourself, designing clean A/B tests, and translating data into decisions
• Excellent written and verbal communication, including strong copy instincts (you can write a subject line and a lifecycle email that drive action)
• Bias to action, strong agency, comfort with ambiguity, and propensity for first principles systems thinking: you don't wait for someone to hand you a playbook
• Experience in B2B fintech, payments, financial services, or SaaS strongly preferred
• Salt Lake City or New York City based - we are in office 3+ days/week

Compensation and Benefits

Our salary ranges are based on paying competitively for our size and industry, and are one part of our total compensation package that also includes benefits, signing bonus, and equity. Pay decisions are based on a number of factors, including scope and qualifications for the role, experience level, skillset, and balancing internal equity relative to other Coast employees. We expect the majority of candidates who are offered roles at Coast to fall healthily within the range based on these factors.

Salary range: $140,000 – $180,000 annually

Equity Grant: Meaningful potential upside given Coast's early-stage trajectory

Benefits Overview:

• Medical, dental and vision insurance
• Flexible paid time off (vacation, personal well being, paid holidays)
• Tools to help manage your financial wellness, including webinars, access to an equity tax advisory service, and company-sponsored 401(k)
• Paid parental leave
• $400 accessories allowance (a keyboard, mouse, headphones, etc.)
• Education stipend
• Free lunch every Friday

Coast is committed to diversity, equity, and inclusion. We are building a diverse and inclusive environment, so we encourage people of all backgrounds to apply. We're an Equal Opportunity Employer and do not discriminate on the basis of race, color, gender, sexual orientation, gender identity or expression, age, religion, disability, national origin, protected veteran status, or any other status protected by applicable federal, state, or local law.