Senior Product Marketing Manager - Lifecycle & Customer Communications

Caribou is hiring a Senior Product Marketing Manager to own its end-to-end lifecycle strategy and customer communications journey. The role develops and optimizes multichannel customer engagement, leads product go-to-market launches, and uses segmentation, experimentation, and analytics to improve conversion and retention.

Responsibilities:

• End-to-End Communications Journey: Set the overall strategy and maintain a clear, up-to-date communications architecture across email, SMS, in-app messaging, and call scripting across all funnel stages (pre-submission, conversion)
• Segmentation & Personalization: Build a sophisticated segmentation and targeting framework based on user behavior, lead source, intent, lifecycle stage, and telemetry signals to ensure every interaction is contextual and effective
• AI-Driven Customer Engagement: Represent Lifecycle Marketing in cross-functional planning for AI customer decisioning . Leverage AI capabilities for content generation, creative personalization, and campaign optimization to increase execution speed and message relevance
• In-App & Multi-Channel Experience: Partner with Product and UX teams to build contextual in-app messaging, tooltips, and guided flows that drive feature adoption at the precise moment of user intent
• Measurable Funnel Conversion: Partner closely with Performance Marketing, Brand, Product, Sales & Operations, and Data Science to optimize the customer journey and drive measurable conversion lift
• End-to-End Product Launches: Lead cross-functional GTM strategies for new feature releases, product tiers, and service enhancements—defining target audiences, messaging, channels, and success metrics
• Enablement & Positioning: Collaborate with Marketing to equip Sales, Operations, and Customer Success teams with high-converting call scripts, pitch collateral, release briefs, and customer playbooks
• Rigorous Testing Framework: Partner with Analytics to establish experimentation frameworks—including holdout-based incrementality testing—that rigorously demonstrate business impact on conversion and revenue
• Operational Excellence & MarTech: Own lifecycle marketing platforms and vendor relationships, establishing strong governance, deliverability best practices, and scalable operational processes
• Compliance by Design: Partner closely with Legal and Compliance to establish review governance for all customer communications, ensuring full compliance as personalization and AI-driven decisioning scale
• Customer Intelligence: Collaborate with Voice of Customer Team, Marketing and User Research to gather qualitative user insights and quantitative survey data to uncover friction points, informing both messaging strategy and product roadmaps

Requirements:

• 5-8  years of experience in B2B or B2C Ecommerce/Fintech product marketing, lifecycle marketing, or growth marketing
• Proven track record of managing multi-channel communications (email, SMS, call scripts, in-app) across complex conversion funnels
• Hands-on experience with customer engagement platforms (e.g., Braze, HubSpot, Customer.io, Marketo), product analytics (e.g., Amplitude, Mixpanel), and leveraging modern AI workflows for content generation and campaign optimization
• Strong background in holdout testing, incrementality modeling, A/B testing, and converting behavioral telemetry into actionable audience segments
• Demonstrated success partnering with Legal/Compliance, Data Science, Product, and Sales/Operations teams
• Exceptional ability to craft high-converting, compliant, and audience-tailored messaging
• Experience in Fintech, lending, or highly regulated industries with strict compliance considerations
• Experience integrating AI decisioning engines into active marketing automation flows
• Proficiency in SQL or BI visualization tools (Tableau, Looker)