Specialist, Lifecycle Marketing

MoneyHero Limited (NASDAQ: MNY) is a leading tech- and AI-powered personal finance aggregation and comparison platform that provides consumers with actionable insights to discover, compare, and choose the best financial products with confidence — bringing data intelligence and seamless digital access across insurance and banking solutions. The Company operates in Singapore, Hong Kong, Taiwan and the Philippines. Its brand portfolio includes B2C platforms MoneyHero, SingSaver, Money101, Moneymax and Seedly, as well as the B2B platform Creatory. The Company also retains an equity stake in preference shares in Malaysian fintech company, Jirnexu Pte. Ltd., parent company of Jirnexu Sdn. Bhd., the operator of RinggitPlus, Malaysia’s largest operating B2C platform. MoneyHero had over 270 commercial partner relationships as at March 31, 2026, and had approximately 3.9 million Monthly Unique Users across its platform for the three months ended March 31, 2026.

The Specialist, Lifecycle Marketing role operates as a centralized regional capability, the Specialist, Lifecycle Marketing defines and delivers the Group’s overarching B2B and B2C lifecycle marketing strategy. This role is directly accountable for designing, architecting, and optimizing scalable, automated customer journeys that accelerate acquisition, activation, conversion, retention, and lifetime value across all regional markets.

Positioned at the intersection of commercial strategy, data-led customer insight, advanced marketing technology, and AI-driven workflows, you will establish unified lifecycle frameworks, automation standards, and performance disciplines for the Group. As a key partner to local business units, you will balance rigorous regional governance with localized enablement, empowering Country Managers and market teams to drive agile, market-specific execution.

You will be entitled to a competitive salary and attractive benefits, including:

• Annual leave, birthday leave, tenure leave, international remote work leave, and more
• Professional trainings, career advancement and internal mobility opportunities
• Competitive benefits including insurance and mental wellness program

Strategic Leadership & Governance

• Define and lead the Group’s overarching lifecycle marketing strategy across the entire customer funnel, including lead nurture, onboarding, activation, engagement, retention, win-back, and cross-sell to drive long-term user value.
• Design and govern a regional "air-traffic control" content strategy framework to optimize frequency and sequencing across SingSaver, MoneyHero, Money101, and MoneyMax; mitigate message fatigue and audience overlap while maintaining the guardrails that empower local teams.
• Own the regional lifecycle marketing roadmap, systematically prioritizing initiatives based on growth objectives, customer insights, business impact, and operational feasibility.

Omni-Channel Architecture & Execution

• Orchestrate complex, multi-step customer journeys across a unified omni-channel stack (Email, WhatsApp, App Push, and On-Site/In-App Notifications), ensuring a seamless, frictionless user experience across all digital touchpoints.
• Architect conditional logic, advanced segmentation, and cross-channel triggers utilizing behavioral, transactional, and demographic data to dynamically route users based on real-time behavior and lifecycle stage.
• Leverage AI-enabled tools and marketing technology to scale personalization, automate content creation/copywriting variations, and optimize dynamic send-times, ensuring appropriate guardrails and human oversight are maintained.
• Manage and optimize the CRM and marketing automation platforms, overseeing journey logic, campaign configuration, audience rules, and the integration of AI-enabled personalization and testing tools.

Cross-Border Scalability & Experimentation

• Establish a rigorous, region-wide A/B/n testing and experimentation framework to scientifically measure lifecycle lift and incremental revenue.
• Champion a "test-and-learn" culture by actively extracting successful lifecycle tactics from individual markets and productizing them into scalable, localized playbooks for rapid regional deployment.

Stakeholder Alignment & Local Enablement 

• Act as the primary regional liaison between Centralized Data/BI, Regional Product, and Local Country Marketing Teams, translating complex data queries and product updates into highly targeted, market-nuanced commercial campaigns.
• Enable and support local country teams by providing centralized campaign frameworks, asset templates, audience logic, and operating standards that balance regional consistency with local agility.

Analytics, Insights & Compliance

• Establish campaign KPIs, dashboards, and reporting routines, analyzing cross-brand performance to generate actionable recommendations for continuous optimization.
• Ensure all lifecycle campaigns strictly comply with applicable legal, regulatory, privacy, and brand requirements inherent to financial services and regulated environments.
• Developing lifecycle playbooks, governance processes, and operating standards to support consistency, quality, and scalability across markets

• 8+ years of experience in lifecycle marketing, CRM, retention, or growth marketing, specifically within fintech, digital marketplaces, SaaS, or highly data-led environments.
• A strong track record of building, managing, and troubleshooting complex, multi-step, event-based customer journeys across Email, WhatsApp, Push, and In-App channels.
• Advanced technical understanding of enterprise CRM and marketing automation platforms.
• Practical experience leveraging AI-enabled marketing applications for personalization, content generation, and send-time optimization, combined with strong judgment regarding quality control and brand governance.
• Strong analytical skills with the ability to interpret complex data models, campaign performance, holdout/control group metrics, and lifecycle trends to drive commercial lift.
• Proven success working as a liaison across matrixed teams, including Centralized Data/BI, Regional Product, Commercial, Legal, and Compliance within a fast-paced environment.
• The ability to translate commercial priorities into scalable lifecycle programmes and clear execution plans.
• Excellent project management, stakeholder management, written communication, and verbal communication skills.
• Experience managing multiple markets or distinct business units, with a demonstrated ability to balance centralized brand governance against agile local execution.
• Fluency in English, Cantonese, and Mandarin is required to effectively communicate with stakeholders and localized marketing teams across Hong Kong, Singapore, Taiwan, and the Philippines.

In this role, we are looking for someone with:

• Degree in Marketing, Business, Data Analytics, or a related technology discipline preferred. Relevant certifications in advanced CRM platforms, CDP architecture, or analytics are highly advantageous.
• A data-driven strategist who focuses on incremental revenue and customer lifetime value rather than just vanity lifecycle metrics.
• Naturally curious about automation, emerging AI tools, and data architecture, with a passion for building seamless digital experiences.
• A proactive builder who is equally comfortable designing high-level regional frameworks as they are diving into the platform to configure journey logic.
• A diplomat who can successfully navigate cross-border team dynamics and translate complex technical requirements into practical local execution.
  

#MoneyHeroGroup #LI-SK1 #LI-Hybrid