The Challenge
Point is scaling home equity lending with $175M in backing and 20,000+ customers at 4.7 Trustpilot rating. You'll own the entire lifecycle—lead to loyal customer—using data-driven segmentation, multi-channel automation, and experimentation to unlock growth across email, SMS, direct mail, and voice.
Your Mission
Audit existing lifecycle programs, identify conversion bottlenecks across funnel stages, and establish baseline metrics for email, SMS, and direct mail performance
Design and document segmentation strategy leveraging customer behavior, demographics, and LTV to power trigger-based campaigns
Launch 3-5 high-impact experiments (creative testing, send-time optimization, audience targeting) to prove quick wins and build momentum
Establish cross-functional cadence with Product, Analytics, Creative, and Ops; align on roadmap and success metrics for next 6 months
Grow lead-to-customer conversion rate by 12-18% through optimized lifecycle sequences and personalization at scale
Build and deploy automated multi-channel journeys (email + SMS + direct mail) for 3+ key segments, reducing manual campaign volume by 30%
Develop SQL-based analytics dashboard tracking campaign ROI, engagement rates, and channel-specific ROAS; conduct monthly optimization reviews
Evaluate, pilot, and integrate new martech (evaluate Klaviyo, Braze, or similar alongside Salesforce Marketing Cloud) to improve automation and data sync capabilities
KPIs You'll Own
Lead-to-Customer Conversion Rate
Percentage of leads that complete the full funnel and become paying customers; track by channel and segment.
Email Open Rate & Click-Through Rate
Campaign engagement baseline; target 25%+ open rate and 3%+ CTR with segmentation and personalization.
Campaign ROI & Revenue Attribution
Revenue generated per dollar spent across email, SMS, direct mail, and voice; track incrementally with holdout groups.
Customer Lifetime Value (LTV) by Cohort
Track LTV trends for cohorts acquired through different lifecycle campaigns to prove incremental value of optimizations.
Automation Coverage & Trigger Accuracy
Percentage of customer journey automated; measure trigger firing rates and segment inclusion accuracy in Salesforce Marketing Cloud.
SMS Opt-In Rate & Unsubscribe Rate
Permission-based growth metric; target opt-in increases while maintaining <0.5% unsubscribe rate through relevance.
Tools & Stack
Your Team
Your Manager
Not specified; likely VP Marketing or Chief Marketing Officer
Current Team
Cross-functional: Product, Analytics/Data Science, Creative/Content, Engineering, Operations teams
New backfill or expansion role; owns lifecycle team execution
The Package
Salary
$150K-$180K base
Variable
Likely 15-25% bonus tied to campaign performance and conversion targets
Equity
Probable equity package; Series C+ stage company with strong funding
Remote
100% Remote OR local (on-site option available; company supports both)
Benefits & Perks
Company Intelligence
Point makes homeownership more valuable and accessible by helping homeowners access home equity wealth. Backed by $175M+ from Andreessen Horowitz, WestCap, Greylock, and Prudential, the company serves 20,000+ customers with a 4.7 Trustpilot rating and A+ BBB standing.
Funding
$175M+
Customers
20,000+
Culture
People-first, remote-friendly, mission-driven fintech; focus on real impact and genuine connection
Is This Role For You?
- You've built or scaled lifecycle marketing programs end-to-end (lead nurture, onboarding, retention, win-back) with measurable uplift
- You write SQL, own analytics, and obsess over campaign ROI; you don't rely solely on vendors for insights
- You thrive in cross-functional environments; you can translate product/data/creative requirements into campaigns that move metrics
- You've managed multi-channel campaigns (email, SMS, direct mail, voice) and optimized segmentation and automation at scale
- You're energized by fintech or B2C growth and comfortable navigating compliance/regulatory considerations in lending
- You're email-only or single-channel focused; this role demands fluency across 4+ channels (email, SMS, direct mail, voice, CRM)
- You prefer execution over strategy; you need hands-on involvement in creative, SQL analysis, and experimentation—not just oversight
- You're uncomfortable with data and code; writing SQL queries and analyzing performance independently is core to the job
Interview Process
Initial Screen
Recruiter conversation on lifecycle experience, multi-channel expertise, and fintech/B2C background fit
Hiring Manager Interview
Deep dive on past campaign results, segmentation strategies, and approach to lifecycle optimization; expect specific metrics and case studies
Analytics/Data Deep Dive
Technical discussion on SQL fluency, campaign analysis frameworks, and how you'd measure ROI; may include a take-home SQL or analytics exercise
Cross-Functional Panel
Conversations with Product, Creative, and Ops leads to assess collaboration style and ability to align stakeholders
Final Executive Conversation
Leadership conversation on strategy, vision for lifecycle at Point, and long-term growth goals
Interested in this role?
Apply now and hear back within days, not weeks.
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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.