Lifecycle & Loyalty Marketing Lead

MoneySmart Group is a trusted personal finance platform in Southeast Asia, helping consumers compare and apply for financial products such as loans, insurance, and credit cards. Founded in Singapore in 2009, our mission is to simplify complex financial decisions and empower people to make informed choices with confidence.

Mission

This is a senior, commercially accountable role. You will be directly responsible for driving repeat revenue, growing customer lifetime value, and building lifecycle marketing into a core growth channel - one that reduces MoneySmart's dependence on paid acquisition and generates measurable, sustainable revenue contribution in its own right.

You will do this through smarter lifecycle design, personalised engagement, loyalty mechanics, and meaningful rewards - across the full customer journey from onboarding through to reactivation and long-term retention.

This role goes beyond CRM execution. You will help shape MoneySmart's long-term lifecycle and loyalty vision, work closely with Product, Data, Commercial, and Marketing teams, and be held accountable for the commercial outcomes that result.

You will report to the Group Head of Marketing and play a critical role in MoneySmart's next phase of growth. We are open to discussing whether this role will include direct reports as the function scales.

Responsibilities

Strategy

• Co-own MoneySmart’s lifecycle and loyalty strategy with the Group Head of Marketing
• Define the lifecycle vision across key customer stages: onboarding, activation, engagement, repeat usage, cross-sell, reactivation, and loyalty
• Translate customer, behavioural, and commercial insights into a clear lifecycle roadmap across Singapore and Hong Kong, accounting for the distinct regulatory and consumer dynamics in each market

Execution

• Lead end-to-end lifecycle and loyalty programs spanning onboarding, engagement, repeat usage, cross-sell, reactivation, and advocacy
• Own lifecycle and loyalty KPIs including repeat revenue contribution, cross-sell conversion, retention rate — and be accountable for moving them
• Design and scale loyalty and rewards mechanics that drive sustained behavioural change, not just short-term incentive spikes
• Develop segmentation, targeting, and personalisation strategies using first-party data, behavioural signals, and intent data
• Lead omni-channel programs across email, push, referral, content, partnerships, and other engagement surfaces
• Continuously test and refine lifecycle journeys, messaging, channels, and incentives to improve activation, engagement, frequency, retention, and CLTV
• Own the implementation and optimisation of MoneySmart's customer engagement platform(s) and lifecycle tooling

Collaboration

• Partner closely with Product, Tech, Data, Commercial, Content, and Acquisition Marketing teams to ensure lifecycle initiatives are integrated into the broader customer experience
• Translate lifecycle insights into clear recommendations that influence product, marketing, and commercial decisions
• Work with Acquisition Marketing to improve activation quality, reduce paid media dependency, and grow repeat and organic revenue contribution
• Foster a culture of experimentation, accountability, and continuous learning

Requirements

• 8–12 years of experience in retention, CRM, lifecycle, or loyalty marketing, preferably in fintech, eCommerce, marketplaces, or consumer tech
• Proven track record of building and scaling lifecycle, engagement, or loyalty programs with measurable business impact
• Experience with loyalty or rewards programs, referral loops, or repeat usage systems is preferred
• Strong experience with customer engagement platforms, CDPs, and first-party data activation
• Deep understanding of customer segmentation, behavioural triggers, and lifecycle design
• Experience working across multiple markets is a strong advantage
• Experience working with Product and Tech teams on data, customer profiling, and experience initiatives
• Strong analytical mindset with the ability to translate data into strategy and action
• Excellent stakeholder management and communication skills
• Experience working across multiple markets is a strong advantage

What would success look like for you

• Lifecycle marketing is a measurable revenue channel — with clear, reported contribution to repeat and organic revenue across Singapore and Hong Kong 
• Repeat transaction rates and cross-sell conversion improve sustainably, reducing cost-per-revenue relative to paid acquisition 
• Loyalty and rewards programs drive real behavioural change and commercial return, not just short-term incentive spikes 
• Customer journeys become more personalised and integrated, with demonstrable impact on activation and retention rates 
• Lifecycle and loyalty thinking is embedded into product, data, marketing, and commercial decision-making 
• MoneySmart builds stronger, longer-term customer relationships that compound in value over time 

MoneySmart Culture Values & Tenets

The traits we admire are core intrinsic qualities we look for in someone we want on our team, and we look for people who are Hungry, Humble and Smart. We also expect all our people to uphold the following company values:

• Play to win as a team
• Solve for the customer
• Embrace a personal growth mindset
• Step up and own it
• Challenge the status quo and deliver outcomes

MoneySmart Group is an equal opportunity employer. Please include only relevant details and avoid unnecessary information (e.g., photos, age) in your job application to assist us in ensuring that the interview process is devoid of bias.