Growth Marketing Lead (Lifecycle)

The job

We’re looking for a Lead on Flo’s User Engagement team to drive how millions of users discover, adopt, and return to the right features and products for them. Sitting at the intersection of Product and Marketing, this role owns our strategy for guiding users along their journey through a mix of CRM channels (push notifications, email) and in-app placements. You’ll combine management, strategic thinking and hands-on execution, managing 1-2 direct reports while also launching your own experiments.

This is a highly metrics-driven role. You'll create a metrics framework that clearly defines how we measure user engagement and retention, and ensure wider team adoption to evaluate successes — spanning subscription revenue, feature adoption, retention, and CRM performance — and use data to continuously refine how we engage our users.

Success in this role looks like:

• Campaigns and in-app placements that feel seamless, personalised, and impactful.
• Improved feature adoption rates, subscription revenue, and retention metrics.
• A clear and widely adopted metrics framework for user engagement across the team.
• A small but mighty team that delivers measurable results.

Your Experience

Must have:

• Proven experience leading user engagement, lifecycle, or CRM initiatives in a product-led organization.
• Management experience (1–2 direct reports minimum), with ability to scale a team over time.
• Strong hands-on operator with a strategic mindset: you’re comfortable getting into the details of campaigns, analytics tools, and product flows and can connect them to the bigger picture.
• Excellent collaboration skills — you speak both Product and Marketing fluently.
• Highly data-driven and metrics-focused, with experience defining KPIs, building dashboards, and using product analytics to drive decisions.
• Expertise with CRM tools, push/email platforms and strategy, and A/B testing.

Nice to have:

• Experience in healthtech
• Familiarity with experimentation platforms and lifecycle automation systems.
• Background working in cross-functional, globally distributed teams

What you'll be doing

You'll be responsible for:

• Own engagement strategy: Design and execute strategies that guide users to discover and adopt the most valuable features and products.
• Blend CRM + Product levers: Optimize push notifications, email campaigns, and in-app product placements to deliver seamless and personalized journeys.
• Lead a small team: Manage, coach, and grow 1–2 specialists (with potential for more), fostering both operational excellence and professional development.
• Partner across functions: Collaborate closely with Product Managers, Analysts, and Marketing teams to ensure engagement initiatives align with product strategy and brand voice.
• Be hands-on: Operate directly in campaign tools, dashboards, and product analytics — you’re not just directing, but actively building and testing.
• Champion metrics: Develop and maintain a robust measurement framework that captures revenue impact, adoption, retention, and CRM effectiveness.
• Test and iterate: Run structured experiments (A/B and multivariate tests) to refine messaging, timing, and placement strategies.