CRM & Lifecycle Marketing Manager - Singapore - FINN

    FINN
    FINN Singapore

    5 days ago

    Accounting / Finance
    Description

    We're not your typical company, we're a rocketship. At FINN, founded in 2022, we're on a mission to revolutionize financial well-being for underbanked employees. Our product offers early wage access, budgeting tools, micro-insurance, financial education, and flexible work opportunities and we've hit product-market fit with explosive growth.

    We're hiring a CRM & Lifecycle Marketing Manager. At FINN, CRM is a growth and revenue function. This role exists to improve one core metric above all: how many users who sign up and get approved actually take their first salary advance. You will own the full lifecycle across SMS, Push and Email, with a primary focus on moving users from signup to first borrow as quickly and reliably as possible. From there, you will also work on increasing borrowing frequency, reducing drop-off, reactivating dormant users, and activating further features (referrals, financial inclusion initiatives and supporting products with A/B testing).

    You will work closely with Growth, Product, Data and Risk. Your work will directly impact revenue, repayment behavior, and user retention across Thailand, the Philippines, and new markets as we expand.

    What you will own

    Signup to First Borrow conversion

    Your main goal is to increase the percentage of approved users who take their first advance.

    You will:

    • Map the entire journey from signup, KYC, approval, bank linkage, to first borrow
    • Identify where users drop off and why
    • Design and run SMS, Push and Email flows that remove friction and create urgency
    • Reduce time to first borrow through better sequencing and timing of communication
    • Continuously test messaging, timing, and channel mix to lift conversion

    Borrow frequency and habit formation

    Once users have borrowed once, you will make sure they come back.

    You will:

    • Design post-repayment and salary cycle journeys
    • Create segments based on repayment behavior and borrowing patterns
    • Increase borrowing rates and retention through contextual nudges

    Reactivation of dormant users

    You will bring inactive users back into the funnel.

    You will:

    • Build reactivation campaigns based on past usage and risk profile
    • Personalize messaging depending on why users stopped borrowing
    • Turn dormant accounts into active borrowers again

    Lifecycle architecture across markets

    You will design journeys that scale across countries.

    You will:

    • Build lifecycle frameworks that can be localized for Thailand, the Philippines, and new markets
    • Ensure communication is relevant, timely, and compliant
    • Support new market launches with ready-to-deploy lifecycle journeys

    Support for referrals, B2B2C and financial inclusion initiatives

    You will support special programs that sit outside the core app journey.

    You will:

    • Design CRM flows for employer partnerships and B2B2C programs
    • Support campaigns related to financial education and responsible borrowing
    • Increase referral rates through specialised marketing campaigns and promotions

    What success looks like in the first 6 months

    • Significant improvement in Signup / Approved to First Borrow conversion rate
    • Reduced time between approval and first advanced
    • Clear, automated onboarding and activation journeys live across markets
    • Regular A/B testing cadence in CRM with measurable impact on conversion
    • Reactivation flows generating returning borrowers
    • CRM reporting tied to conversion, borrowing frequency and revenue, not vanity metrics
    • Increase in referral rates and financial inclusion feature activation

    What you bring

    • 3+ years of experience in CRM, Lifecycle or Retention in a consumer app, fintech, lending, wallet, BNPL or similar environment
    • Strong hands-on experience with SMS, Push and Email as performance channels
    • Proven track record of improving conversion rates, activation and retention
    • Experience building automated journeys triggered by product events
    • Comfortable working with data, segments, cohorts and experimentation
    • Experience working closely with Product and Data teams
    • Experience in Southeast Asia or fintech and lending is a strong plus
    • Experience with Clevertap is a strong plus

    Why You'll Love It Here

    Real Impact at Scale

    You'll help millions access fairer financial tools and build better futures.

    Fast-Paced Environment

    We move quickly, test aggressively, and support each other as we scale — fast.

    If you're obsessed with growth, data, and building things that matter — let's talk.

    This role could be your next big thing.

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