Product Marketing Lead, Lifecycle

Our Lifecycle Marketing team plays a vital role in deepening relationships with millions of consumers by delivering personalized, timely messaging that accelerates product adoption and reinforces Affirm’s value at every touchpoint.

As a Product Marketing Lead on Lifecycle, you’ll be the driving force behind how new users engage with and adopt Affirm. Focused on acquisition and engagement, you’ll lead the strategy and execution of automated programs across email, push, and in-app messaging. Through thoughtful testing, smart segmentation, and tailored personalization, you’ll design journeys that onboard users, accelerate product understanding, and drive sustained engagement. Your work will span multiple growth levers and business lines, helping consumers find continued value in Affirm throughout their journey.

This is a high-impact, cross-functional role ideal for a lifecycle expert who thrives in performance-driven environments, adapts quickly to new insights, and is energized by rapid iteration and ongoing optimization.

What you’ll do

• Own the end-to-end strategy and execution of automated, cross-channel user journeys informed by deep segmentation and customer insights.
• Design, test, and iterate acquisition and engagement journeys across email and push channels, using data-driven insights to identify high-performing strategies and continuously optimize for growth.
• Apply structured experimentation frameworks (e.g., A/B, multivariate, holdouts) to validate hypotheses, prioritize ideas, and guide decision-making.
• Communicate program performance clearly against key KPIs such as activation, repeat usage, and sustained engagement.
• Use dynamic content and automation to personalize messaging based on user behaviors, preferences, and lifecycle stages.
• Champion the customer perspective by integrating behavioral signals, feedback, and journey insights into lifecycle strategy.
• Collaborate with Marketing Operations to ensure seamless campaign execution across digital channels.
• Align with Creative and Product Marketing counterparts to deliver high-performing, brand-consistent content that clearly communicates Affirm’s value propositions.
• Partner with Analytics and Engineering to enhance campaign effectiveness through improved tooling, automation, and personalization capabilities.
• Explore and apply emerging AI tools to accelerate brief development, inform strategy, increase testing velocity, and scale personalized content more efficiently.

What we look for

• 5+ years of experience developing B2C automated lifecycle marketing programs, particularly across email, push, and/or in-app channels.
• Strong analytical skills with a track record of designing and interpreting A/B tests and turning insights into actionable strategies.
• Demonstrated ability to lead projects and influence cross-functional teams, including Product, Engineering, and Analytics.
• Entrepreneurial mindset with a proactive approach to growth marketing, testing, and continuous optimization.
• Exceptional communication skills and the ability to thrive in a fast-paced, collaborative environment.
• Experience in consumer finance, mobile applications, or payments is strongly preferred.
• Proven success partnering with cross-functional stakeholders, including Product Marketing, Creative, Product Marketing Operations, Analytics, and Engineering, to deliver impactful, customer-centric programs.

Pay Grade - K
Equity Grade - 4

Employees new to Affirm typically come in at the start of the pay range. Affirm focuses on providing a simple and transparent pay structure which is based on a variety of factors, including location, experience and job-related skills.

Base pay is part of a total compensation package that may include equity rewards, monthly stipends for health, wellness and tech spending, and benefits (including 100% subsidized medical coverage, dental and vision for you and your dependents.)

CAN base pay range per year: $109,000-159,000