Director of Growth Marketing (Acquisition & Lifecycle)

At Kueski, we're dedicated to improving the financial lives of people in Mexico. Since 2012, we've been the leading buy now, pay later (BNPL) and online consumer credit platform in Latin America, known for our innovative financial services. Our flagship product, Kueski Pay, provides seamless payment solutions for both online and in-store transactions, establishing itself as the preferred option for nearly 30% of Mexico's top e-commerce merchants. Notably, we were the first to introduce BNPL on Amazon Mexico.

We're a tech company with a culture geared toward innovation, collaboration, and impact, fostering a strong, diverse, and inclusive workplace. Our commitment to excellence and ethical business practices has earned us multiple industry recognitions. In 2024, we were named one of the World’s Top FinTech Companies by CNBC and recognized as one of the most ethical companies in Mexico by AMITAI. Additionally, we were certified as a Best Place to Work for LGBTQ+ Equality by HRC Equidad MX 2025 and ranked among the Best Companies for Female Talent by EFY.

Kueski is seeking a VP-level Director of Acquisition & Lifecycle Marketing to own end-to-end growth performance, roadmap execution, and scalable acquisition and retention engines. This role is ideal for a hands-on growth leader with deep unit economics expertise (CAC, LTV, payback) who can drive experimentation, optimize investment, and build high-performing teams. As a key leader, you will partner closely with the Head of Growth and executive stakeholders to shape strategy, enforce operational discipline, and deliver measurable, sustainable growth impact.

• Define and own the acquisition and lifecycle marketing strategy across the full customer journey, from first touch to long-term retention and monetization.

• Translate company and growth objectives into clear acquisition targets, lifecycle goals, and investment strategies.

• Own performance outcomes and efficiency metrics, including CAC, LTV, payback, conversion rates, and retention KPIs.

• Personally accountable for media planning, buying, and execution across online and offline channels (digital, TV, OOH, partnerships), including budget allocation, negotiation, and performance optimization.

• Lead multi-channel acquisition strategy across paid media, partnerships, affiliates, SEO/ASO, and other scalable growth channels.

• Ensure strong alignment between Brand and performance efforts, balancing short-term efficiency with long-term brand equity.

• Oversee experimentation frameworks to continuously optimize channel mix, messaging, targeting, and creative performance.

• Own lifecycle marketing strategy with deep hands-on work across activation, engagement, retention, cross-sell, and reactivation.

• Partner with Product and Data to define customer segmentation, personalization strategies, and trigger-based communications.

• Ensure lifecycle programs drive meaningful customer value while supporting revenue and retention objectives.

• Establish clear performance management frameworks, dashboards, and reporting cadences to track growth and lifecycle outcomes.

• Use data and insights to guide prioritization, tradeoffs, and investment decisions.

• Lead post-mortems and learning cycles, translating results into scalable playbooks and best practices.

• Partner with Marketing Operations to define scalable processes, planning cycles, and experimentation governance.

• Collaborate with Product, Analytics, Finance, Risk, and Legal to ensure compliant, efficient, and customer-centric execution.

• Serve as a senior thought partner to leadership, providing clear recommendations backed by data.

• Build, lead, and develop high-performing acquisition and lifecycle teams.

• Set clear expectations, priorities, and development paths for managers and individual contributors.
  Own agency strategy and vendor relationships, ensuring strong performance, accountability, and ROI.

• 10+ years of experience in acquisition, growth, performance marketing, or lifecycle marketing roles, ideally within fintech, tech, or consumer digital businesses.

• Proven experience owning acquisition and retention strategies at scale, with accountability for growth and efficiency metrics.

• Strong experience managing large marketing budgets and optimizing ROI.

• Hands-on experience with experimentation frameworks, attribution models, and marketing analytics.

• Deep familiarity with CRM, marketing automation, and lifecycle tools (e.g., Braze).

• Experience leading and scaling teams, including people managers.

• Bachelor’s degree in Business, Marketing, Engineering, or a related field; MBA or equivalent experience is a plus.

• Strong business acumen with deep understanding of unit economics (CAC, LTV, growth trade-offs) and scalable growth models.

• Operator mindset with the ability to dive deep into data, funnels, and execution details to diagnose issues and drive measurable outcomes.

• Strategic and systems thinker capable of designing end-to-end growth engines across acquisition and lifecycle stages.

• Data-driven decision maker, comfortable using experimentation and performance insights to guide high-impact choices.

• Proven leadership and cross-functional influence, aligning senior stakeholders and high-performing teams around shared priorities.

• Customer-centric and operationally disciplined, balancing speed with rigor in fast-paced, ambiguous environments.

At Kueski we embrace diversity in all forms, systematically promote equity, and ensure everyone feels included with a sense of belonging. We are committed to the full inclusion of all qualified candidates. As part of this commitment, we will make efforts to ensure reasonable accommodations are made during the hiring process. If reasonable accommodation is needed, please let the Talent Acquisition team know.