Lifecycle & CRM Specialist, Coverflex

• Languages: English (main) / Portuguese, Spanish, Italian or German a plus
• HubSpot power user: complex workflows, lifecycle stages, behavioral triggers and reporting
• Track record owning multi-channel lifecycle programs: email + at least one of WhatsApp, in-app or SMS
• B2B SaaS or fintech background: understands activation, onboarding and retention mechanics
• Strong audience segmentation skills based on behavior, not just demographics
• Data-driven: measures campaign performance rigorously and turns insights into action
• Fluent in English

Desirable

• Main Tools: HubSpot, WhatsApp Business API, Amplitude / Segment, Intercom / Braze / Customer.io , Make / Zapier, Webflow, Slack e Notion
• Contract Type: Permanent
• Your role will play a major role in our success because…
• Coverflex has a strong brand and growing inbound interest from micro companies, but the full lifecycle — from lead to activated customer — is not yet systematically managed
• Pre-signup, we need structured nurture and conversion flows for leads who haven’t signed up yet. Post-signup, activation rates are still a challenge, KYB completion is a known bottleneck, and there is no structured cross-sell motion across insurance, wallet, and fringe benefits
• You’ll own the full owned-channel lifecycle — from first touch to cross-sell — building the email, WhatsApp, and in-app programs that help us convert, activate, retain, and grow customers
• You’ll know you’re successful when, after 90 days, you’ve…
• Understood the current PLG lifecycle across lead nurture, signup conversion, activation, cross-sell, and retention
• Audited the existing HubSpot setup, lifecycle stages, workflows, segmentation, and reporting
• Mapped the main lifecycle gaps, especially around pre-signup nurture and KYB completion
• Designed the first owned-channel lifecycle framework across email, WhatsApp, and in-app
• Launched or improved the first lifecycle campaigns focused on qualified signups and activation
• Phase 1 — months 1–4: Drive qualified signups
• Qualified signups driven by owned-channel lifecycle programs, including email, WhatsApp, and nurture flows
• Lead-to-signup conversion rate from owned channels
• Lifecycle campaign performance: open rate, CTR, and signup conversion by market
• Phase 2 — months 4–9: Activation and LTV
• Activation rate: KYB completion rate and time-to-first-value, by market
• Cross-sell attach rate across insurance, wallet, and fringe benefits
• Revenue per activated customer at 6 months as an LTV proxy
• The data layer across HubSpot, Amplitude, and Segment isn’t fully clean yet, and proper behavioral segmentation does not fully exist. You won’t inherit a perfect lifecycle machine — especially pre-signup, where nurture infrastructure still needs to be built from the ground up
• Cross-sell products are at different maturity stages across markets, and you’ll need to manage campaigns across different products, languages, and conversion dynamics
• You’ll also need to influence Product, Insurance, Performance Marketing, RevOps, and the wider PLG team without directly owning those teams. The split with Performance Marketing is clear: paid acquisition is owned by Joana Morgado, while owned channels are yours. But tight coordination will be essential to avoid message inconsistency and create a coherent acquisition-to-retention motion

• No cover letter required
• Apply with your LinkedIn or upload your CV
• You may be asked a few short, relevant questions
• Total candidate time investment: ~3–4 hours end-to-end
• 1. CV / LinkedIn Screen — Signal check vs must-haves
• Done by People + Hiring Manager
• You’ll hear from us within 7 business days
• 2. Role-Fit Questionnaire (async)
• Purpose: capture signals your CV can’t (languages, tools, scenario judgement) and calibrate seniority
• Format: multiple choice + short answers
• Accessibility: prefer a call? Tell us - we’ll swap for a short chat
• Hiring Manager Interview - Deep dive into your work 45 min
• Structured around outcomes, decisions, and collaboration
• Case study - Let's peak into this role's challenges
• Exercises that represent potential challenges this role would have and how you'd approach them
• People Interview - Allow us to know you! 45 min
• With People. Stress-free virtual coffee, focused on getting to know you as a person. We talk about culture, beliefs, and purpose
• Final Conversation (CEO / C-Level) — Values, strategy, and your growth. 30 min
• Decision: within 4 weeks of your application
• Updates: weekly if the process runs longer
• Scheduling: interviews between 10:00–16:00 CET (flexible across Europe)
• Feedback: from the Case stage onwards, you’ll always receive written or verbal feedback - what went well, and what to strengthen next time