Lifecycle Marketing Manager, B2B2C
Roo
Customer Growth Lead, Cross-Sell
Plenti
full-time
Posted on:
Origin: • 🇦🇺 Australia
Visit company websiteJob Level
Senior
Tech Stack
SQL
About the role
- As the Customer Growth Lead for Refinance & Cross-Sell at Plenti, you will architect end-to-end strategies that maximize customer lifetime value through optimized pricing models, streamlined application journeys, and data-driven targeting for refinancing and complementary product opportunities.
- Collaborate across credit, product, and technology teams to implement technical enhancements and refined underwriting processes that balance risk management with exceptional customer experiences.
- Leveraging sophisticated segmentation and customer insights, project manage critical initiatives that transform Plenti's cross-sell capabilities while driving significant revenue growth from the existing customer base.
- Develop and execute a comprehensive refinance and cross-sell strategy for existing Plenti customers, identifying optimal channel and pricing criteria to maximize conversion opportunities
- Lead continuous improvement of application journeys for existing customers, identifying friction points and implementing streamlined experiences that maximize conversion rates for refinance and additional products
- Project manage technical enhancements to customer platforms (borrower portal), CRM systems, and application flows, working with IT and product teams to prioritize and implement features that enable more effective cross-selling
- Design and implement personalized, multi-channel marketing campaigns (email, SMS, online portal, whatsapp) to engage existing customers with relevant refinance and additional product offers.
- Establish and optimize a customer lifecycle marketing program that strategically positions additional Plenti products at appropriate moments in the customer journey.
- Analyze customer data to identify patterns that indicate refinance readiness or product affinity, using predictive modeling to proactively target customers before they seek alternatives
- Lead A/B testing initiatives across all customer communications to continuously improve refinance and cross-sell conversion rates
- Collaborate with product teams to develop exclusive offers, loyalty benefits, and preferential terms for existing customers to drive engagement and deepen relationships
- Design and deliver a robust customer education program around refinancing benefits, consolidation opportunities, and complementary financial products.
Requirements
- Bachelor's degree in Marketing, Business, or related field.
- Minimum 5+ years of experience in digital marketing or growth roles, preferably in fintech, lending, or financial services industries. Key Competencies:
- Customer Lifecycle Marketing - Expert knowledge of retention and loyalty marketing principles, with proven experience designing effective cross-sell journeys
- CRM & Marketing Automation - Advanced proficiency in customer relationship management systems and marketing automation platforms (e.g. Salesforce, HubSpot, Customer.io) to orchestrate personalized communication flows
- Data Analysis & Segmentation - Strong capability to analyze customer data, identify behavioural patterns, and create sophisticated segmentation models that predict refinance/cross-sell propensity.
- Data Query & Basic Analysis - Working knowledge of data query tools (such as SQL) to extract relevant customer information from databases, with the ability to perform basic analyses of customer segments, product usage, and payment patterns.
- Technical Project Management - Demonstrated ability to lead cross-functional technical initiatives from concept to implementation with strong prioritization skills
- Agile Methodologies - Experience with agile project management approaches for iterative development of marketing and product features
- Stakeholder Management - Advanced skill in communicating complex initiatives to executive leadership and managing expectations across departments
