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Félix seeks to empower Latinos in the US to care for what matters most back home. #JuntosWeSucceed
The Role
Lead CRM execution for new products (primarily Consumer Lending/SNPL), building automated journeys and experiments in Customer.io. Design segmentation with Data, run holdout A/B tests to measure incrementality, monitor and QA live journeys, and collaborate with Product, Design, and Copy to drive adoption, engagement, and cross-product conversion across Wallet, Top-Ups, and Bill Payments.
Summary Generated by Built In
About Us
At Félix, we're building the financial ecosystem for Latin immigrants in the U.S., starting with a revolution in remittances. Our core product is an AI-powered chatbot built on WhatsApp, allowing our users to send money home as easily as sending a text message. We leverage cutting-edge technology like AI, blockchain, and stablecoins to make cross-border payments faster, more affordable, and more accessible than ever before.
We are a hyper-growth Series B company, backed by over $100 million in funding from top-tier global investors, including QED, Castle Island, Switch Ventures, HTwenty, Monashees, and General Catalyst Customer Value Fund. This isn't just about the numbers; it's a testament to the trust our investors have in our vision and our team. Additionally, Félix was selected as an “Endeavour Entrepreneur” and was a recipient of the CrossTech Fintech Startups Award. We are a group of extremely talented and dedicated high-performers, united by our shared obsession with a single goal: empowering our customers. We are all owners of Félix, driven by a bias for action and a true experimentation spirit to get shit done with urgency and focus.
Joining Félix means you will be part of a team building a legacy, a company that will outlive us all. This is a rare opportunity to apply your skills to a deeply meaningful mission—serving a community that has been underserved for too long. We are a team that is fiercely loyal to each other, where radical transparency and constructive feedback are how we grow and push for excellence. We are bold, we care less about what others are doing, and more about creating sustainable value and a product that truly makes our users' lives better. We are building the future, today.
About the role
The CRM Manager for New Products will be the execution owner for Félix’s lifecycle growth beyond remittances, with a primary focus on Consumer Lending (Send Now Pay Later - SNPL), and additional ownership across Cuenta Félix (Wallet), Top-Ups, and Bill Payments.
While Félix’s core lifecycle team focuses on the remittance funnel, this role will build, launch, and optimize CRM programs that drive adoption, engagement, and retention across Félix’s expanding product portfolio. This is a builder role for someone who is highly technical, detail-oriented, and comfortable operating at the intersection of Product, Data, CRM execution, and experimentation.
You will partner closely with the Consumer Lending, Wallet, and New Bets product teams to design automated journeys, launch experiments, improve user segmentation, and measure true incremental impact. The role will directly support Félix’s multi-product OKRs and help convert remittance users into broader Félix users.
Responsibilities
1. New Product Lifecycle Execution
- Own CRM execution for Consumer Lending and new products: Build and deploy automated journeys and ad-hoc campaigns in Customer.io for Consumer Lending (SNPL) while also supporting Cuenta Félix, Top-Ups, and Bill Payments.
- Drive SNPL adoption and repeat usage: Partner closely with the Consumer Lending team to design lifecycle journeys that drive awareness, eligibility discovery, first loan adoption, repeat usage and long-term engagement.
- Build cross-product adoption journeys: Create CRM programs that help convert remittance users into broader Félix users by introducing the right product at the right moment, whether SNPL, Wallet, Top-Ups, or Bill Payments.
- Develop high-quality segmentation: Partner with the Data team to build audience segments that identify eligible users, high-propensity users, repeat-use opportunities, and cross-sell moments across Félix’s expanding product portfolio.
- Manage execution and documentation: Maintain clear documentation in Notion and track execution tasks in ClickUp. Keep the Lifecycle Strategy Manager and relevant product teams informed on campaign status, blockers, results, and next steps.
- Own flawless deployment: Lead the end-to-end QA process for all CRM communications under your scope, including segmentation, trigger logic, liquid logic, webhooks, dynamic content, links, API-triggered events, and channel-specific requirements. Zero-error execution is the standard.
2. Experimentation & Testing
- Translate product goals into CRM experiments: Convert Consumer Lending and new product adoption goals into structured A/B tests and lifecycle experiments with clear hypotheses, success metrics, and holdout groups.
- Execute the new product experimentation roadmap: Bring the Experimentation Roadmap to life across message variants, audience tests, incentive structures, timing tests, and complex multi-branch journeys.
- Measure true incrementality: Ensure major campaigns are designed to measure incremental impact, not just attributed conversions. Every major campaign should include a holdout group and be evaluated through an incrementality lens.
- Test SNPL-specific growth levers: Design experiments to improve key Consumer Lending outcomes, including eligibility awareness, loan adoption rate, repeat usage, reactivation, and cross-sell from remittance behavior.
- Act as the cross-functional bridge: Serve as the main connection between Lifecycle and the Consumer Lending, Wallet, and New Bets product teams to ensure CRM triggers, API endpoints, user events, and behavioral data are flowing correctly into Customer.io and related tools.
3. Measurement & Optimization
- Track CPiU and business impact: Measure campaign performance through CPiU (Cost per Incremental User), and other product-specific KPIs such as SNPL adoption rate, repeat SNPL usage, Wallet activation, TUBP repeat usage and cross-product conversion.
- Report learnings clearly: Analyze wins, learnings, and inconclusive results, then translate findings into clear recommendations for the Lifecycle Strategy Manager and product teams.
- Monitor live journeys: Continuously monitor active journeys for technical issues, conversion drops, broken events, data inconsistencies, or funnel bottlenecks, and proactively fix or escalate them.
- Optimize lifecycle performance: Identify quick wins and longer-term opportunities to improve eligibility targeting, message timing, incentives, product education, repeat usage, and conversion across new product journeys.
Requirements
- Experience: 4+ years in CRM, Lifecycle Marketing, or Growth Marketing, with a proven track record of executing high-velocity campaigns and experiments.
- Builder Mindset: Deep technical knowledge of CRM platforms (preferably Customer.io) including trigger logic, liquid personalization, and multi-channel journey design.
- Incrementality Focused: Comfortable with global holdout groups and A/B testing. You understand the difference between incentivized behavior and truly incremental behavior.
- Cross-Functional Collaborator: Able to work fluidly with Product, Data, Design, and Copywriting teams to ship campaigns end-to-end.
- Multi-Channel Execution: Hands-on experience across CRM channels is a strong plus. Felix's primary channel is WhatsApp, but the stack also includes Email, SMS, and (with the mobile app rolling out) Push Notifications and In-App Messages.
- Analytical Rigor: Strong ability to interpret data, report on experiment results, and communicate what findings mean for strategy.
- Tools: Customer.io, ClickUp, Notion, and comfort working with BigQuery-backed audience segments.
- Advanced English level
These are the applicable requisites, although equivalent competencies in any of the above will also be considered.
Success Metrics (First 90 Days)
Month 1: Onboarding & Systems Mastery
- Gain full command of Félix’s CRM stack, Customer.io setup, data flows, event taxonomy, and new product context, especially Consumer Lending and SNPL.
- Take ownership of all active CRM journeys related to Consumer Lending and new products.
- Audit existing SNPL, Wallet, Top-Ups, and Bill Payments journeys to identify technical gaps, measurement gaps, and optimization opportunities.
- Establish documentation standards in Notion for new product lifecycle programs.
- Build a clear understanding of the Consumer Lending funnel, including eligibility, first loan adoption, repeat usage and key drop-off points.
Month 2: Experimentation Launch
- Build and launch the first 3 to 5 experiments from the new product Experimentation Roadmap, with priority given to Consumer Lending and SNPL.
- Implement proper holdout groups and measurement structures for major new product campaigns.
- Establish a reporting cadence with the Lifecycle Strategy Manager and relevant product teams.
- Improve at least one critical data flow, trigger, or audience segment needed for Consumer Lending lifecycle execution.
- Launch at least one experiment focused on improving SNPL adoption, repeat usage, or re-engagement.
Month 3: Measurable Lift
- Implement at least one winning experiment that shows measurable incremental lift on a core new product KPI, such as SNPL loan adoption rate, repeat SNPL usage, Wallet activation, or TUBP repeat usage.
- Identify and execute at least two quick wins to improve funnel efficiency, campaign accuracy, or data reliability across new product journeys.
- Deliver a clear CRM learning agenda for the next quarter, including recommended experiments, segmentation improvements, and journey optimizations.
- Establish a repeatable operating model with Consumer Lending, Wallet, and New Bets teams for CRM briefs, execution, QA, reporting, and iteration.
What We Offer
- Competitive salary
- Initial stock options grant
- Annual performance bonus
- Health, dental, and vision plans
- Hybrid work environment, although we have offices in Miami and México City and would love to work in hybrid model if you are up to it.
- Continuous learning opportunities
- Unlimited PTO
- Paid parental leave
- Empowering opportunities for growth in a dynamic entrepreneurial environment
Equal Opportunity Employer
At Félix, we are committed to providing equal employment opportunities to all qualified employees and applicants without regard to race, religion, nationality, sex, sexual orientation, gender identity, age, or disability. This policy applies to all terms and conditions of employment, including recruitment, hiring, placement, promotion, training, compensation, benefits, and termination.
Want to learn more about our privacy practices? Check out our Privacy Policy.
Skills Required
- 4+ years in CRM, Lifecycle Marketing, or Growth Marketing
- Deep technical knowledge of CRM platforms including trigger logic and multi-channel journey design
- Experience with Customer.io (trigger logic, liquid personalization, automated journeys)
- Proven experience designing and executing A/B tests and global holdout groups to measure incrementality
- Comfort working with BigQuery-backed audience segments and interpreting experiment data
- Experience with ClickUp and Notion for task tracking and documentation
- Strong cross-functional collaboration with Product, Data, Design, and Copywriting teams
- Hands-on experience across CRM channels (WhatsApp primary, Email, SMS, Push, In-App)
- Ability to own end-to-end QA for segments, webhooks, API triggers, dynamic content, and channel requirements
- Advanced English level
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The Company
What We Do
At Félix, we're building the financial ecosystem for Latin immigrants in the U.S., starting with a revolution in remittances. Our core product is an AI-powered chatbot built on WhatsApp, allowing our users to send money home as easily as sending a text message. We leverage cutting-edge technology like AI, blockchain, and stablecoins to make cross-border payments faster, more affordable, and more accessible than ever before. We are a hyper-growth Series B company, backed by over $100 million in funding from top-tier global investors, including QED, Castle Island, Switch Ventures, HTwenty, Monashees, and General Catalyst Customer Value Fund. This isn't just about the numbers; it's a testament to the trust our investors have in our vision and our team. Additionally, the Félix founders were selected as “Endeavour Entrepreneurs” and were recipients of the CrossTech Fintech Startups Award. We are a group of extremely talented and dedicated high-performers, united by our shared obsession with a single goal: empowering our customers.
