Lifecycle Marketing Manager

What is Coast

Coast is re-imagining the trillion-dollar U.S. B2B card payments infrastructure, with a focus on the country's 500,000 commercial fleets, 40 million commercial vehicles, and many millions of commercial drivers. The incumbent technologies that cater to these customers are decades old, and businesses with fleets increasingly demand modern digital experiences and transparent financial services products. Coast's mission is to deliver this at a transformational scale, beginning with the Coast Fleet and Fuel Card built on a cutting-edge spend management platform.

About the Role

We're looking for a Lifecycle Marketing Manager to own how Coast activates, retains, and grows every customer after they sign. Our fuel card is the first product customers get from Coast and our lifecycle marketing motion is how we turn this wedge into a lasting, multi-product relationship—moving a business that only uses Coast for fuel spending into a customer that lives their entire financial life through Coast. This expansion is key to Coast and it happens through the programs you'll build.

You'll develop deep expertise on our customers, our products, and the moments that matter across their journey. With that knowledge you will build, run, and own the automated programs that carry them from first touch to an activated, engaged, expanding customer. This is a full-funnel lifecycle across our owned channels and covers everything from lead nurture, onboarding, activation, cross-sell, retention, and winback.

This is a hands-on role with real ownership. You'll be making strategic choices yourself and building journeys in Braze as you write our lifecycle playbook in real time.

What You'll Do

Own full-funnel lifecycle journeys end-to-end

Build and run nurture, onboarding, activation, engagement, retention, and winback programs in Braze across email, in-app, push, and SMS

Use behavioral and product data to trigger the right message, at the right moment, for the right persona

Drive fuel → non-fuel expansion through owned channels

Own the lifecycle motion that moves fuel customers onto corporate cards, Bill Pay, and more — Coast's single biggest growth lever

Partner with Product Marketing and Growth teams on the narrative, offers, and timing that get customers to adopt more

Turn new signups into activated, transacting customers

Design onboarding journeys that get a new fleet issuing cards, setting controls, and transacting fast

Identify drop-off points and partner with Product, Sales, and Customer Success to close them

Partner cross-functionally to build the system

Work with Growth Engineering on the data, events, and integrations that power triggered journeys

Work with Revenue Operations, Sales, and CS to time lifecycle touches around the sales cycle and each customer's real activity

Own measurement and experimentation

Own the metrics for every program — deliverability, engagement, activation rate, attach rate, retention

Run a real testing cadence, report what's working, kill what isn't, and use results to influence our overall GTM motion

What Success Looks Like

In your first year, you'll be successful if you:

Ship a reliable full-funnel lifecycle program in Braze — onboarding, activation, expansion, retention, winback — that beats the baseline it replaces

Lift new-customer activation rate and shorten time to first transaction

Grow non-fuel attach (corporate card and Bill Pay) across the fuel base through owned-channel journeys

Reduce churn with early-warning triggers and re-engagement that measurably keep more customers

Recover a meaningful share of abandoned credit applications and accelerate growth of qualified opportunities with nurture journeys

Requirements

4+ years in lifecycle, CRM, product marketing, or marketing ops/analytics

Hands-on mastery of a modern lifecycle platform; direct Braze experience is a strong plus

AI-native mindset: you're already using AI tools in your daily work and you're excited to push further

Strong analytical instincts: comfortable pulling and interpreting metrics yourself, designing clean A/B tests, and translating data into decisions

Excellent written and verbal communication, including strong copy instincts (you can write a subject line and a lifecycle email that drive action)

Bias to action, strong agency, comfort with ambiguity, and propensity for first principles systems thinking: you don't wait for someone to hand you a playbook

Experience in B2B fintech, payments, financial services, or SaaS strongly preferred

Salt Lake City or New York City based - we are in office 3+ days/week

Compensation and Benefits

Our salary ranges are based on paying competitively for our size and industry, and are one part of our total compensation package that also includes benefits, signing bonus, and equity. Pay decisions are based on a number of factors, including scope and qualifications for the role, experience level, skillset, and balancing internal equity relative to other Coast employees. We expect the majority of candidates who are offered roles at Coast to fall healthily within the range based on these factors.

Salary range: $140,000 – $180,000 annually

Equity Grant: Meaningful potential upside given Coast's early-stage trajectory

Benefits Overview:

Medical, dental and vision insurance

Flexible paid time off (vacation, personal well being, paid holidays)

Tools to help manage your financial wellness, including webinars, access to an equity tax advisory service, and company-sponsored 401(k)

Paid parental leave

$400 accessories allowance (a keyboard, mouse, headphones, etc.)

Education stipend

Free lunch every Friday

Check out the latest podcast interview on Fintech Layer Cake with Coast Founder Daniel Simon!