Associate Director, Retention & Lifecycle Marketing

About Gen:
Gen is a global company dedicated to powering Digital Freedom through its trusted consumer brands including Norton, Avast, LifeLock, MoneyLion and more. Our combined heritage is rooted in financial empowerment and cyber safety for the first digital generations, and today we deliver award-winning cybersecurity, online privacy, identity protection and financial wellness solutions to nearly 500 million users in more than 150 countries.
Together, we share a collective passion and vision to protect consumers and help them grow, manage and secure their digital and financial lives. We’re always looking for smart, fearless and high-impact talent who see AI as a teammate, leveraging it to move faster and deliver meaningful results.
When you’re part of Gen, you’ll have the flexibility, tools and support to do your best work and grow your career, from flexible working options and time off to competitive pay, benefits and well-being programs.
At Gen, we are scrappy and relentlessly customer driven. We create room for healthy debate, experimentation and continuous learning, and we seek out people with different experiences, identities and ideas to join our team. You’ll work with people who back each other, respect each other and understand that our differences are a competitive advantage.
If this sounds like you, we’d love you to be part of Gen.

About the Role:

You will own the Activation stage of MoneyLion’s user journey and Instacash end to end, defining how new users move from sign-up and bank linking to their first monetized action, disbursement, retention, reactivation and cross-sell hand-off. This senior individual-contributor role will define activation for a new product line as quickly as it runs a flagship product, balancing strategy with hands-on journey execution.
MoneyLion is Gen’s financial-wellness platform, helping millions of people take control of their money, build credit and grow a healthier financial life. Instacash is MoneyLion’s highest-volume product and primary entry door for most new users.

Key Responsibilities:

• Own end-to-end activation strategy and the primary KPI: how quickly new users complete sign-up, link a bank account and convert to their first monetized action at D1, D7 and D30.
• Run Instacash’s full journey, from activation through disbursement, retention, reactivation and the cross-sell hand-off, as the single owner of MoneyLion’s highest-volume product.
• Design nurture journeys that move a new sign-up toward bank-link and first product fit, independent of which product ends up being the entry door.
• Partner with the acquisition team on lead-handoff quality and with Product on product journeys and flows.
• Analyze user behavior data, build segmentation model needs and use financial-health segments based on cash flow and credit as a routing input.
• Build and launch in Iterable, owning QA, frequency and suppression logic for every activation and Instacash journey.
• Supply the eligibility and signal requirements the AI decisioning stack needs and read the resulting lift, while the central analytics team owns the methodology.
• Own the numbers and the activation narrative for leadership, reporting incremental lift versus a holdout control group and recommending concrete next steps.

About you:

Experience: 8 to 12+ years in lifecycle / CRM, growth or onboarding-focused marketing for a digital product or subscription business, with real depth in activation and early-funnel conversion.
Skills:
• A track record owning activation or onboarding strategy end to end and personally shipping journeys in Iterable, Braze or a similar platform.
• Experience owning a flagship product’s full lifecycle journey, not just its top-of-funnel moment; comfort owning disbursement, retention and reactivation alongside first activation.
• Strong data literacy across funnel, cohort and incrementality analysis, with the ability to turn a sign-up-to-bank-link funnel into a concrete roadmap.
• Comfort working alongside AI decisioning and personalization systems you do not own or configure yourself, translating requirements into signals another team builds against.
• Cross-functional fluency with acquisition and growth teams, product engineering, and data and analytics partners; able to align stakeholders without formal authority.
• Excellent written communication and a high bar for QA, especially at handoff points between teams.
• Nice to have: experience in fintech, consumer credit or another business where the real activation moment is a first meaningful action, not just a sign-up.
• Nice to have: familiarity with Hightouch’s AI decisioning tools or other decisioning platforms, even without having configured them yourself.
Personal Attributes:
• A bias toward ownership and action; you ship, learn and iterate quickly.
• Comfortable being the person who defines a new function’s shape as you go, and equally comfortable inheriting and running a flagship product like Instacash.
What to Expect:

Interview Process:

Recruiter Screen
HM Interview (Virtual)
Timed take-home assessment
Technical Interview (Virtual)
Technical Interview (Virtual)
Final Leadership Interview (Virtual / Onsite)