Principal of Lifecycle Automations & Incentives, Upside
$170-200k
+ Equity
More information about location
2-3 days a week in office
Mobile reward application for retail spending
Be an early applicant
Mobile reward application for retail spending
201-500 employees
Be an early applicant
$170-200k
+ Equity
More information about location
2-3 days a week in office
201-500 employees
Company mission
To advance the economic power of people living and working in the real world.
Role
Who you are
- We are looking for a seasoned lifecycle leader and growth strategist capable of operating at the absolute intersection of consumer psychology, data-driven automation, and active financial engineering
- 8+ years of progressive experience in Lifecycle Marketing and CRM, with a demonstrated track record of increasing consumer engagement and retention within a relevant mobile-first B2C experience, a marketplace brand, or other related industry.
- Bachelor's degree in Marketing, Business Administration, or a related field
- Deep functional knowledge in marketing engagement platforms such as Braze, Iterable, Salesforce Marketing Cloud, specifically with hands-on experience building and architecting solutions in platforms. This role requires ongoing practitioner-level expertise and comfort personally building, troubleshooting, and optimizing sophisticated automation programs
- Deep understanding of consumer data analytics platforms, data architecture/pipelines, API connectivity, SQL proficiency, and more
- Experience developing and optimizing mobile-first lifecycle marketing programs across push notifications, in-app messaging, content cards, and other app-native engagement channels
- AI-forward practitioner with hands-on experience leveraging AI tools to build and refine agents, skills and automation frameworks that accelerate velocity and efficiency across end-to-end lifecycle execution
- Data-first decision maker with a test-and-learn mindset. Outstanding analytical and critical thinking abilities, and the capacity to interpret data into practical insights and achieve business results
- A collaborative mindset with a proven ability to build strong, impactful partnerships across diverse teams
- Excellent communication and presentation skills, with the ability to influence and persuade collaborators at all levels
What the job involves
- As the Principal, Lifecycle Automations & Incentives, you will be the primary architect behind accelerating the scale of an automated and hyper-personalized lifecycle growth engine
- You’ll report to the Director of Lifecycle Marketing, and together you will drive strategy, execution, experimentation and regular optimization on two of the most critical levers for Upside’s growth: a full-funnel "core" lifecycle ecosystem tightly aligned with consumer growth goals and the strategic, profitable deployment of incentive bonuses to help evolve consumer behavior
- Scale the Core & Drive Multi-Vertical (MV) Ecosystem Growth:
- Architect the Automated Funnel: Lead "Core Lifecycle" work streams, helping us continue to evolve the program into a robust, automated ecosystem. You will personally design, build, instrument, and optimize sophisticated lifecycle automations across onboarding, habituation (M1–M3 retention), reactivation, high-upside viral referral loops, and more. This is a highly hands-on role requiring deep expertise in CRM and marketing automation platforms to create scalable, "always-on" drivers of MAU and retention
- Lead MV Crossover (P0 Focus): This will be your most important contribution. Within the core automation framework, heavily feature and prioritize behavior-triggered crossover loops. Design and test personalized journeys explicitly engineered to convert our highly engaged, fuel-only consumers into long-term, high-LTV fuel and food consumers based on geographic proximity and site-level market potential
- Advanced Personalization Strategy: Infuse deep 1:1 consumer-to-merchant matching and advanced personalization logic into the core communication infrastructure to maximize conversion velocity
- Integrated Incentive Engineering & Optimization:
- Harmonize the Incentive Ecosystem: Act as a primary growth steward translating the principles of the consumer habit, incentive, & engagement framework across the lifecycle ecosystem. Ensure our offer and bonus ecosystem functions as a coordinated, unified ecosystem that guides consumers toward long-term habituation
- Eliminate Subsidization & Drive Efficiency: Partner closely with data science and consumer analytics to isolate true incrementality. Build rigorous control frameworks to deploy strategic bonuses strictly at a consumer’s behavioral "inflection point," ensuring promotional spend is the marginal reason for a consumer’s next transaction
- Martech Collaboration & Platform Optimization:
- Support Martech Delivery: Act as a critical cross-functional bridge between consumer strategy, engineering, product, analytics, and data science. Pinch-hit and support the martech projects by clearly scoping and documenting the technical data requirements
- AI-Enabled Workflow Velocity: Support the deployment and optimization of internal AI-driven lifecycle agents, subagents, knowledge bases, skill bases, and more to accelerate production velocity
- Strategic Influence & Autonomy:
- Executive Business Framing: Function as a trusted, high-visibility partner to leadership teams across consumer, product, analytics and executive stakeholders to shape and impact our commercial growth model by turning abstract lifecycle problems into clear strategic roadmaps
- Autonomous Operation: Be comfortable operating independently while managing projects of extreme complexity and high risk while serving as an expert resource and mentor for the wider lifecycle team
Our take
Loyalty systems, vouchers, and other special offers have a proven track record at winning over new customers for businesses. However, customers can be reluctant to sign up due to the sheer number of these schemes. Upside exists to unify these loyalty schemes with a single flexible reward app.
While retail reward platforms are nothing new, Upside functions more like a marketplace, linking participating businesses to potential customers. It also rewards customers with cash back on eligible purchases, a more flexible reward than is traditional in loyalty schemes.
With over 50,000 businesses enrolled and 30 million app users, Upside has grown into a major player in this sector. The company is well-funded and ever-expanding its offering, with a product that is increasingly appreciated by consumers in an expensive world, as well as the businesses who depend on their custom.
Freddie
Company Specialist at Welcome to the Jungle
Insights
24% employee growth in 12 months
Company
Funding (1 round)
Apr 2022
$65m
SERIES D
Total funding: $65m
Company benefits
- Health and Wellness - We’re happy to provide our team members with generous health, vision, and dental insurance options
- Lunch - We cover the cost of lunch everyday for team members onsite to enhance our team building and encourage collaboration. Plus local restaurants appreciate it!
- Stock Options - Our team’s success is our company’s success, and we should all have a stake in that. We’re glad to offer our team members valuable stock options
- Unlimited PTO - Yes, you read that right. When you need time off, we’ve got you covered
Company HQ
Dupont Circle, Washington, DC
Leadership
Alex Kinnier
(CEO & Co-Founder)Experience as Group Product Manager for Google from 2005 to 2008. Senior Vice President of Products and Engineering for Opower from 2012 to 2015.
Wayne Lin
(CPO & Co-Founder)Experience as Product Manager for Google from 2005 to 2010. Vice President of Product Management & Analytics for Opower from 2010 to 2015.
Rick McPhee
(Co-Founder)Experience as Vice President of Engineering for HP's Fortify Software from 2008 to 2012. Senior Vice President of Engineering for Opower from 2012 to 2015.
Joanna Kochaniak
(Engineer & Co-Founder)Experience as Programmer Analyst for the Institute for Physical Sciences from 2007 to 2010. Lead Software Engineer for Opower from 2010 to 2015.
Jan Rubio
(Designer & Co-Founder)Experience as Research Assistant for George Washington University from 2009 to 2011. Senior Software Engineer for Opower from 2011 to 2016.
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