Senior Product Marketing Manager - Lifecycle & Customer Communications

Caribou Financial; Salem (OR); Remote; USD 135,000 - 166,000; Full time

Benefits offered by this job

Equity options

401(k) retirement plan

Paid time off (FTO)

Medical, dental, vision plans

Mental health coverage

HSAs / FSAs

Professional development reimbursement

Employee referral program

Job summary

Caribou Financial is seeking a data-driven Senior Product Marketing Manager to own end-to-end Lifecycle strategy and customer communications journey. You will sit at the intersection of Product, Performance Marketing, Brand, Sales & Operations, and Analytics & Data Science.

Your primary mission is to set and execute the strategy for how we communicate with customers across email, SMS, in-app messaging, and call scripting—from pre-submission through conversion.

Qualifications

• 5-8 years in B2B or B2C ecommerce/fintech product marketing.
• Proven multi-channel communications across email, SMS, in-app, and calls.
• Experience with AI workflows for content generation and personalization.
• Strong data testing, holdout/incrementality, and segmentation.
• Leading cross-functional teams across Legal, Data Science, Product, and Sales.
• Proficient with Braze, HubSpot, Customer.io, Marketo.

Responsibilities

• Set lifecycle communications architecture across email, SMS, in-app, and call scripting across funnel stages.
• Build segmentation and personalization framework based on user behavior, source, intent, lifecycle stage, and telemetry signals.
• Lead AI-enabled content personalization and campaign optimization.
• Collaborate with Product and UX to build contextual in-app messaging and guided flows.
• Lead cross-functional GTM strategies for new feature releases, product tiers, and service enhancements.
• Equip Sales, Operations, and Customer Success with high-converting call scripts and collateral.
• Establish experimentation frameworks and governance; ensure compliance with Legal/Compliance.
• Collaborate with Voice of Customer and User Research to inform messaging and roadmaps.

Skills

Lifecycle marketing

AI & MarTech

Cross-functional leadership

Copywriting

A/B testing

Analytics

Multi-channel communications

Tools

Braze

HubSpot

Customer.io

Marketo

Amplitude

Mixpanel

Job description

About Caribou

At Caribou, we care about giving people financial freedom so they can focus on what’s most important to them. Today, less than two percent of Americans refinance their auto loans despite drastic increases in the cost of new and used cars. We see huge potential to help folks reduce their monthly auto payments and increase the predictability of those expenses over time. We do this by building technology to pair customers with credit unions, banks, and finance companies and by simplifying every step of the process. On average, our drivers save $162/month on their car loans while protecting their investment long term.Caribou is led by leaders from the technology, automotive, and finance industries. We’re proud to be backed by a great team of investors, including QED Investors, Goldman Sachs, Moderne Ventures, Accomplice, Link Ventures, Motley Fool Ventures and others.

About the Role

We are seeking a data-driven, strategic, and execution-oriented

Senior Product Marketing Manager

to own our end-to-end Lifecycle strategy and customer communications journey. In this role, you will sit at the intersection of Product, Performance Marketing, Brand, Sales & Operations, and Analytics & Data Science.

Your primary mission is to set and execute the strategy for how we communicate with customers across email, SMS, in-app messaging, and call scripting—from pre-submission through conversion. You will leverage data segmentation, experimentation, and AI capabilities to turn customer touchpoints into measurable conversion lift and sustained retention, while leading product Go-To-Market (GTM) launches end-to-end.

Key Responsibilities

1. Lifecycle Strategy & Customer Communications (45%)

• Set the overall strategy and maintain a clear, up-to-date communications architecture across email, SMS, in-app messaging, and call scripting across all funnel stages (pre-submission, conversion)
• Segmentation & Personalization: Build a sophisticated segmentation and targeting framework based on user behavior, lead source, intent, lifecycle stage, and telemetry signals to ensure every interaction is contextual and effective
• AI-Driven Customer Engagement: Represent Lifecycle Marketing in cross-functional planning for AI customer decisioning. Leverage AI capabilities for content generation, creative personalization, and campaign optimization to increase execution speed and message relevance
• In-App & Multi-Channel Experience: Partner with Product and UX teams to build contextual in-app messaging, tooltips, and guided flows that drive feature adoption at the precise moment of user intent

2. Go-To-Market (GTM) & Cross-Functional Growth (30%)

• Measurable Funnel Conversion: Partner closely with Performance Marketing, Brand, Product, Sales & Operations, and Data Science to optimize the customer journey and drive measurable conversion lift
• End-to-End Product Launches: Lead cross-functional GTM strategies for new feature releases, product tiers, and service enhancements—defining target audiences, messaging, channels, and success metrics
• Enablement & Positioning: Collaborate with Marketing to equip Sales, Operations, and Customer Success teams with high-converting call scripts, pitch collateral, release briefs, and customer playbooks

3. Experimentation, Analytics & Governance (25%)

• Rigorous Testing Framework: Partner with Analytics to establish experimentation frameworks—including holdout-based incrementality testing—that rigorously demonstrate business impact on conversion and revenue
• Operational Excellence & MarTech: Own lifecycle marketing platforms and vendor relationships, establishing strong governance, deliverability best practices, and scalable operational processes
• Compliance by Design: Partner closely with Legal and Compliance to establish review governance for all customer communications, ensuring full compliance as personalization and AI-driven decisioning scale
• Customer Intelligence: Collaborate with Voice of Customer Team, Marketing and User Research to gather qualitative user insights and quantitative survey data to uncover friction points, informing both messaging strategy and product roadmaps

Qualifications

• Experience: 5-8 years of experience in B2B or B2C Ecommerce/Fintech product marketing, lifecycle marketing, or growth marketing
• Lifecycle Mastery: Proven track record of managing multi-channel communications (email, SMS, call scripts, in-app) across complex conversion funnels
• AI & MarTech Proficiency: Hands-on experience with customer engagement platforms (e.g., Braze, HubSpot, Customer.io, Marketo), product analytics (e.g., Amplitude, Mixpanel), and leveraging modern AI workflows for content generation and campaign optimization
• Data & Testing Rigor: Strong background in holdout testing, incrementality modeling, A/B testing, and converting behavioral telemetry into actionable audience segments
• Cross-Functional Leadership: Demonstrated success partnering with Legal/Compliance, Data Science, Product, and Sales/Operations teams
• Copywriting & Messaging: Exceptional ability to craft high-converting, compliant, and audience-tailored messaging

Preferred Qualifications

• Experience in Fintech, lending, or highly regulated industries with strict compliance considerations
• Experience integrating AI decisioning engines into active marketing automation flows
• Proficiency in SQL or BI visualization tools (Tableau, Looker)

Location

Candidates are welcome to work remotely from the states of AZ, CO, DC, IL, MD, TX, and VA with a preference for the Chicago IL, Denver CO, or Phoenix AZ areas. Caribou does provide the option to work in-office or hybrid from our Denver, CO or Chandler, AZ offices. We may consider remote candidates in CA, FL, MA, NY, OR, WA, and WI, subject to additional approval. Eligibility by state is subject to change.

How we will take care of you

• Competitive compensation: $135k - $166k
• Eligible for annual performance-based incentive
• Equity options
• 401(k) retirement plan
• Generous paid time off including Flexible Time Off (FTO) for all employees and 100% paid parental leave for all parents
• Exceptional benefits including highly subsidized medical, dental, and vision plans, and fully company-paid mental health, disability, and basic life insurance
• Optional benefits to suit your individual circumstances such as HSAs (with Caribou HSA contributions), FSAs, supplemental life and health, legal, and pet insurance
• Up to $1,000 per year for eligible professional development expenses
• Employee referral program

Our Core Values

We come from all walks of life and are joined together by our shared values, which guide our work and how we work together.

Give a damn.

What we’re doing matters. We show up determined to deliver results, and we love it.

Velocity.

We’re intentional about where we’re going and we race towards it.

Make the assist.

We have diverse strengths. We offer and ask for help so we all win.

The essential functions of this position require consistent attendance, availability, and active engagement throughout your full scheduled shift.

Caribou is an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, age, disability, sexual orientation, pregnancy status, marital status, military or protected veteran status, genetics, or any other characteristic protected by law.

This position is not restricted solely to the responsibilities listed above, and the scope and responsibilities are subject to change.

A pre-employment background check is required as a condition of employment.

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