The Challenge
Rappi is Latin America's leading on-demand marketplace, and retention is the engine of unit economics. You'll own the entire customer lifecycle-from onboarding through reactivation-driving measurable churn reduction and LTV growth across millions of users.
Your Mission
Map current retention funnel and identify top 3 churn drivers by cohort; establish baseline metrics (D1, D7, D30 retention)
Design and launch 2 high-impact retention campaigns (win-back, at-risk segment) with clear incrementality testing
Build retention playbook with segmentation rules, trigger-based messaging cadence, and success criteria
Establish weekly retention dashboard and stakeholder cadence with product, operations, and finance teams
Improve D30 retention by 5-8% through optimized onboarding and early-stage engagement sequences
Deploy predictive churn model identifying at-risk cohorts; test interventions on 20% of user base
Scale winning campaigns across all geos and user segments; document playbooks for replication
Reduce churn-driven revenue leakage by $XXK MRR; present quarterly business impact to leadership
KPIs You'll Own
D1/D7/D30 Retention Rate
Core measure of user stickiness by cohort; target +5-8% improvement YoY.
Churn Rate (Monthly/Cohort)
% of active users lost per month; segment by acquisition channel, geography, and user tier.
Lifecycle Campaign ROI
Revenue generated per dollar spent on retention campaigns; track by segment and channel.
Reactivation Rate
% of dormant users who return after win-back campaigns; benchmark against industry baseline.
LTV:CAC Ratio
Lifetime value vs. acquisition cost; retention improvements directly improve this metric.
Tools & Stack
Your Team
Your Manager
Head of Growth or VP Retention (not specified in brief)
Current Team
Likely cross-functional with product, data, and operations; size not specified
New role or backfill to own retention strategy end-to-end
The Package
Salary
$40K-$55K USD base
Remote
Hybrid (Bogota, CO-based; travel may be required)
Benefits & Perks
Company Intelligence
Rappi is the leading on-demand marketplace in Latin America, operating grocery, restaurants, logistics, and financial services. With 5000+ employees, Rappi serves millions of users across multiple countries. The company is focused on unit economics and customer lifetime value in a competitive regional market.
Team Size
5000
Customers
Millions of end-users across LATAM; also serves merchant partners
Is This Role For You?
- You've owned retention campaigns or lifecycle marketing at B2C scale and can show cohort-level impact
- You're comfortable with ambiguity-you'll define retention strategy in a fast-moving marketplace
- You speak SQL and can pull your own data; you don't wait for the data team to answer questions
- You're energized by LATAM growth opportunities and hybrid/on-site work in Bogota
- You're looking for fully remote; this role requires hybrid presence in Bogota
- Your experience is email-only or campaign-execution focused; you need strategy + execution chops
- You lack exposure to cohort analysis, retention metrics, or lifecycle marketing fundamentals
Interview Process
Screening Call (30 min)
Retention background, approach to churn analysis, and motivation for LATAM marketplace
Take-Home Case (2-3 hrs)
Given Rappi user data, diagnose churn and propose a retention strategy with metrics
Stakeholder Panel (60 min)
Discussion with product, data, or growth leads; dig into cross-functional collaboration
Final Round (Executive conversation)
Leadership alignment on retention vision and strategic priorities
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Context
About CRM & Lifecycle roles
CRM & lifecycle marketers own the post-acquisition journey. They design onboarding sequences, retention campaigns, win-back flows, and loyalty programs that maximize customer lifetime value.