Customer Segment and Lifecycle Management Manager

You will be responsible for the following: Customer Lifetime Value and Lifecycle Strategy Develop and own customer lifetime value, engagement, and lifecycle growth strategies across GCash International products and segments.

About Globe

• Do you want to take the first step in making Filipinos’ lives better everyday?
• Here in GCash we want to stay at the forefront of the FinTech industry by creating innovative, meaningful, and convenient financial solutions for the nation!

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Responsibilities

• Identify key growth levers across acquisition, onboarding, activation, first transaction, repeat usage, habituation, cross-sell, retention, and resurrection.
• Design and operationalize the GCash International portfolio and lifecycle management framework.
• Define segment-specific strategies for key audiences, including Overseas Filipinos, travelers, freelancers, and other cross-border users.
• Translate customer behavior, market context, and business priorities into clear lifecycle roadmaps and actionable initiatives.
• Growth Programs and Campaigns Own the end-to-end design and execution of lifecycle growth programs—from ideation and opportunity assessment to launch, measurement, iteration, and scaling.
• Develop campaigns and journeys that simplify onboarding, drive first usage, increase transaction frequency, deepen product adoption, and re-engage dormant customers.
• Build cross-sell and use-case adoption programs across GCash Overseas, international payments, travel, freelancer, and other relevant solutions.
• Develop customer communications, incentives, and experiences that are timely, relevant, personalized, and appropriate to each segment and lifecycle stage.
• Ensure programs are delivered on time, with clear briefs, targeting logic, customer experience requirements, stakeholder alignment, and measurement plans.
• Commercial Planning and Business Cases Build commercial models, business cases, forecasts, and investment recommendations for growth initiatives.
• Assess expected impact on revenue, active users, engagement, transaction volume, usage frequency, product adoption, and customer lifetime value.
• Evaluate program economics, including investment requirements, incentive costs, incremental contribution, and return on investment.
• Prioritize initiatives based on customer impact, commercial potential, feasibility, and strategic fit.
• Support go-to-market planning by aligning marketing, product, commercial, and partnership stakeholders around objectives, customer propositions, launch plans, and success measures.
• Program Management Manage growth initiatives across their lifecycle, coordinating stakeholders, dependencies, milestones, risks, and decisions.
• Partner with Product, Marketing, Commercial, Partnerships, Data and Analytics, Customer Success, Operations, and Compliance teams to bring initiatives to market.
• Drive clear ownership and operating cadences to ensure initiatives are effectively executed and optimized.
• Translate complex product capabilities and international use cases into simple, compelling customer value propositions and lifecycle experiences.
• Support integrated go-to-market execution across in-app, CRM, digital, partner, and other relevant channels.
• Analytics, Experimentation, and Optimization Work closely with Data and Analytics teams to define success metrics, build measurement frameworks, and establish performance baselines.
• Identify opportunities for experimentation and formulate testable hypotheses across targeting, messaging, offers, channels, and customer journeys.
• Run structured tests and use performance data to determine which approaches should be improved, scaled, or discontinued.
• Monitor activation, first transaction, usage, retention, resurrection, cross-sell, and revenue funnels across the international portfolio.
• Translate analysis into clear recommendations for Product, Marketing, Commercial, and leadership teams.
• Establish regular performance reviews and post-campaign learning agendas to continuously improve program effectiveness.
• Customer, Risk, and Governance Management Maintain a deep understanding of customer motivations, barriers, needs, and behaviors across international markets.
• Ensure lifecycle communications, targeting, incentives, and customer journeys are aligned with applicable regulatory, privacy, AML/KYC, and responsible marketing requirements.
• Partner with Customer Success and relevant stakeholders to deliver clear customer education and support throughout the lifecycle.
• Establish governance standards for customer targeting, campaign quality, approvals, execution, and performance reporting.

Requirements

• Bachelor’s degree in Business, Marketing, Economics, Engineering, Analytics, Communications, or a related field.
• At least 5 years of experience in growth, lifecycle marketing, CRM, portfolio marketing, consulting, commercial strategy, or related roles.
• Experience in fintech, e-commerce, technology, payments, remittances, travel, marketplaces, or other platform-based businesses is preferred.
• Demonstrated experience leading growth initiatives or campaigns that delivered measurable business outcomes.
• Proven experience working cross-functionally with Marketing, Product, Commercial, Data, Analytics, Partnerships, or Operations teams.
• Hands-on experience with marketing automation, CRM, customer segmentation, campaign management, or experimentation platforms.
• Experience developing business cases, forecasts, commercial models, or investment recommendations is preferred.
• Strong analytical, communication, stakeholder management, project management, and problem-solving skills.
• Experience with international, cross-border, remittance, travel, or freelancer products is an advantage.

Benefits

• Opportunity for career growth and development in the #1 FinTech company in the country
• Working with a dynamic and highly collaborative team who want to change the game A company that values their people with highly competitive and flexible compensation and benefits package