Lifecycle Marketing Principal, Consumer Growth & Experience

Upside; United States; On-site; USD 140,000 - 180,000; Full time

Job summary

Upside is seeking a Lifecycle Marketing Principal, Consumer Growth & Experience to lead the growth of its automated, full-funnel lifecycle engine. You will design, build, and optimize onboarding, habituation, and referral programs across platforms and work closely with product and product marketing teams.

In this hands-on role you will own core funnel initiatives, partner with cross-functional teams, and drive measurable increases in MAU and retention through sophisticated automation and testing.

Qualifications

• 8+ years of progressive Lifecycle Marketing and CRM experience.
• Bachelor's degree in Marketing, Business Administration, or a related field.
• Hands-on expertise with Braze, Iterable, and Salesforce Marketing Cloud.
• Experience building mobile-first lifecycle programs across push, in-app, and email.
• Ability to analyze data and translate performance into insights.

Responsibilities

• Own and scale core lifecycle funnel from onboarding to retention.
• Collaborate with Product and Marketing on Braze-driven experiences.
• Modernize Upside's referral and advocacy programs end-to-end.
• Frame strategies for leadership with autonomous project execution.

Skills

Lifecycle Marketing

CRM

Marketing automation

Mobile-first

Data-driven

Analytical thinking

Cross-functional collaboration

Communication skills

Education

Bachelor's degree in Marketing, Business Administration, or related field

Tools

Braze

Iterable

Salesforce Marketing Cloud

AI tools

Job description

Meet Upside:

We created Upside to transform brick-and-mortar commerce. Our technology uses the sophistication of online retail-profit measurement, attribution, and incrementality-to provide users with more value on their everyday purchases and brick-and-mortar businesses with new, profitable customers. We've helped millions of users earn 2 to 3 times more cashback than any other product, and hundreds of thousands of brick-and-mortar businesses earn measurable profit. Billions of dollars in commerce run through the Upside platform every year, and that value goes directly back to our retailer partners, the consumers they serve, and important sustainability initiatives.

The Impact You'll Make

As the Lifecycle Marketing Principal, Consumer Growth & Experience, you'll be responsible for the growth of Upside's automated, full-funnel consumer lifecycle engine that isn't tied to a single merchant bet. You'll build and scale onboarding, habituation, and referral/advocacy programs that compound across every vertical (fuel, grocery, restaurant, and more), and you'll be lifecycle's hands-on partner to our product and product marketing teams as we turn our consumer facing surfaces, on-and-off platform, into a genuine growth channel. You'll report to the Director of Lifecycle Marketing and operate with practitioner-level autonomy: no direct reports, high accountability, hands-on in Braze.

What You'll Do

Own & Scale the Core Funnel

Architect the Automated Funnel: Lead "Core Lifecycle" work streams, helping us continue to evolve the program into a robust, automated ecosystem. You will personally design, build, instrument, and optimize sophisticated lifecycle automations across onboarding, habituation (M1-M3 retention), reactivation, high-upside viral referral loops, and more.

This is a highly hands-on role requiring deep expertise in CRM and marketing automation platforms to create scalable, "always-on" drivers of MAU and retention.

Build with a test-and-learn mindset; every meaningful automation change ships with a control or holdout.

Drive Cross-Platform Experience

Be lifecycle's primary hands-on partner to Product product and product marketing on Braze-orchestrated experiences, on and off platform (content cards, in-app messages, connected content, etc) and owned off-platform surfaces (email, push, SMS), turning them into a scalable acquisition and engagement channel.

In partnership with product marketing, support GTM strategy, feature & capability launches, and experimentation cadences with the goal of deeper product adoption.

Define the technical data requirements (events, attributes, etc) these experiences need, in partnership with martech, analytics, and data science teams.

Modernize Referral & Advocacy

Support the evolution and optimization of Upside's referral program end to end as a modern, automated advocacy loop, in tight partnership with product marketing and product teams.

Strategic Influence & Autonomy

Executive Business Framing: Function as a trusted, high-visibility partner to leadership teams across consumer, product, analytics and executive stakeholders to shape and impact our commercial growth model by turning abstract lifecycle problems into clear strategic roadmaps.

Autonomous Operation: Be comfortable operating independently while managing projects of extreme complexity and high risk while serving as an expert resource and mentor for the wider lifecycle team.

Competencies You'll Need

• 8+ years of progressive experience in Lifecycle Marketing and CRM, with a demonstrated track record of increasing consumer engagement and retention within a relevant mobile-first B2C experience, a marketplace brand, or other related industry.
• Bachelor's degree in Marketing, Business Administration, or a related field.
• Deep functional knowledge in modern marketing engagement platforms such as Braze, Iterable, Salesforce Marketing Cloud, specifically with hands-on experience building and architecting solutions in platforms. This role requires ongoing practitioner-level expertise and comfort personally building, troubleshooting, and optimizing sophisticated automation programs.
• Experience developing and optimizing mobile-first lifecycle marketing programs across push notifications, in-app messaging, content cards, and other app-native engagement channels.
• AI-forward practitioner with hands-on experience leveraging AI tools to build and refine agents, skills and automation frameworks that accelerate velocity and efficiency across end-to-end lifecycle execution.
• Data-first decision maker with a test-and-learn mindset. Outstanding analytical and critical thinking abilities, and the capacity to interpret and distribute performance data into practical, digestible insights for stakeholders across the business and inform future strategies.
• A collaborative mindset with a proven ability to build strong, impactful partnerships across diverse teams.
• Excellent communication and presentation skills, with the ability to