Lifecycle Marketing Manager.

dopay is on a mission to transform the way businesses handle payroll and empower cash-based workers in emerging markets. We're looking for a driven and strategic  Lifecycle Marketing Manager  to join our team and take ownership of customer engagement, retention, and advocacy initiatives for our growing B2B client base.

As the  Lifecycle Marketing Manager  at dopay, you will lead efforts to deepen relationships with our business clients and their employees. Your focus will be on driving customer engagement and retention across the customer lifecycle—from onboarding through to advocacy. Working closely with our Customer Success team, you will develop and execute data-driven strategies and automation via HubSpot and other channels to enhance customer experience, maximize Lifetime Value (LTV), and foster a community of advocates. This role requires a strategic thinker with hands-on experience in B2B marketing, specifically in retention and lifecycle management.

Responsibilities

• Customer Retention & Engagement Program : Design and execute  personalized, data-driven lifecycle marketing B2B to B2C program  that engage customers at every stage of their journey from onboarding to advocacy based on demographics, behavior, and engagement levels. Tailor strategies to resonate with specific customer groups, improving relevance and effectiveness.
• Customer Journey Mapping : Build and optimize customer journey maps to understand the end-to-end customer experience. Identify key touchpoints and opportunities for dopay to add value, ensuring positive experiences throughout the customer lifecycle.
• Focus on  driving customer growth  by identifying opportunities to upsell, cross-sell, and increase usage through targeted communication flows
• A / B Testing & Optimization : Apply A / B testing methodology to all retention and lifecycle campaigns to optimize engagement rates, conversion, and ROI. Continuously experiment and iterate on messaging, design, and timing to find the best-performing strategies.
• Onboarding & Activation : Develop comprehensive onboarding and activation programs for new clients to ensure they understand how to get the most out of dopay’s products and services. Create personalized materials that highlight key features and provide training to ensure smooth adoption.
• Churn Reduction Initiatives : Develop proactive strategies to reduce churn, including re-engagement campaigns, product education efforts, and personalized retention offers. Identify at-risk customers early and implement interventions to retain them.
• Customer Advocacy & Loyalty Programs : Develop and manage customer advocacy programs (including referral, loyalty, and testimonial programs) to reward repeat customers and encourage them to refer new customers to dopay. Leverage customer success stories, case studies, and feedback to build a community of advocates.
• Retention Metrics & Analysis :   Track, analyze, and report on key  retention metrics  (e.g., repeat usage, LTV) to measure the effectiveness of retention initiatives. Provide actionable insights and recommendations for continuous improvement.
• Collaboration with Product & Sales Teams : Work closely with the sales and product teams to ensure retention efforts are aligned with product development and overall marketing strategies. Collaborate on customer journeys that lead to higher engagement.

Requirements

Benefits

Why Join dopay?

If you are a proactive, data-driven marketer who thrives on building customer relationships and driving long-term value, we’d love to hear from you. Apply today to join dopay and make a meaningful impact on financial inclusion!