Lifecycle Marketing Lead

We are looking for a Lifecycle Marketing Lead to join our BUX team based in Amsterdam.

As Lifecycle Marketing / CRM Lead, you will own the end-to-end customer lifecycle at BUX, from first app open to funded, active, and retained clients. You are responsible for converting users into long-term BUX customers by enhancing onboarding, activation, retention, and engagement across investing and savings products.

Marketing is at the core of BUX’s growth. We’re a small, agile, hands‑on team working across brand and performance marketing to shape how people build wealth with BUX. As we expand from investing to investing + saving, we combine strong strategic thinking with fast, high‑quality execution.

• Own the full lifecycle strategy end‑to‑end. You define how users move from first app open to funded, active, and retained customers. You decide what we optimise first, where we focus, and how lifecycle marketing supports long‑term wealth building
• Own the KPIs. You are accountable for funding rate, onboarding drop‑off, activation, and retention. You track performance closely and turn insights into clear actions
• Run our CRM engine. You plan, launch, and continuously optimise lifecycle campaigns across email, push, in‑app, and other owned channels to drive activation and engagement
• Lead experimentation. You define what we test, why we test it, and how we measure success. You turn hypotheses into experiments and results into decisions
• Build smart segmentation and personalisation. You define how we target users based on behaviour, lifecycle stage, and product usage, and make sure messages feel relevant, not generic
• Shape activation together with Digital Growth. You work closely with the Digital Growth Lead to improve funnel conversion, activation, and overall growth performance
• Own lifecycle product marketing. You translate features and product launches into clear user value and lifecycle communication plans that actually get used
• Connect the lifecycle to the bigger picture. You align CRM initiatives with paid acquisition, performance marketing, and brand campaigns so the customer journey feels consistent from first impression to long‑term use
• Work closely with Product and Data. You partner with BI, Analytics, and Product to understand behaviour, spot friction, and continuously improve lifecycle impact

• 5+ years of experience in lifecycle marketing / CRM for a mobile‑first product
• Proven track record of building lifecycle programs and user journeys from scratch (including onboarding, activation, retention, and monetisation flows)
• Demonstrated ownership of activation and retention KPIs in a D2C/B2C environment
• Strong systems thinker with the ability to design scalable lifecycle architectures, not just execute campaigns
• Ability to dive deep into technical implementation, including event tracking, segmentation logic, and data schemas
• Hands‑on experience with CRM tools (Clevertap, Braze, etc), lifecycle automation, and experimentation
• Strong analytical skills and comfort working with funnel metrics and behavioural data
• Experience working closely with Product and Data teams
• Comfortable operating in a fast‑moving, high‑ownership environment
• Clear communicator who can translate complex products into simple user value

Nice‑to‑have:

• Experience leading a (small) team
• Python knowledge is a strong plus
• Familiarity with investing, saving, or personal finance, professionally or personally

To learn more about our approach to hiring and how to prepare for your interviews, check out our How we hire section.

We want you to feel empowered to show your best self during the application process. If there's anything we can do to accommodate you better (interview timing, place, etc), please let us know in your application form.

• International work environment
• Company pension plan
• Flexibility is at our core; we offer a hybrid work environment (1-2 days at the office)
• Working from home allowance
• Mobility benefit
• Gym membership contribution via Urban Sports
• Learning budget and full access to our learning and development platform
• A1 Dutch language course for you (and your partner)
• Delicious lunches at the office
• The possibility to work from abroad for 1 month every 12 months
• Take care of your mental and emotional well‑being with unlimited appointments with psychologists or coaches through OpenUp
• Regular team gatherings and fun company events

At BUX, we’re committed to making investing accessible and affordable for everyone through our intuitive app. We believe that a diverse team with a range of backgrounds, skills, and perspectives is key to achieving this mission. By embracing diversity, we strengthen our ability to innovate and serve our customers better.

To fully benefit from our diversity, it’s essential that everyone feels safe, included, and valued. We are dedicated to creating a workplace where each of us can bring our full selves to work and contribute to our shared goals.