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CVM and Base Management

Job Summary

In this role, you will be responsible for developing and executing strategies aimed at maximizing customer lifetime value (LTV), improving retention, and driving engagement across our user base for a consumer investment app. You will work closely with marketing, product, data, and customer success teams to manage the customer lifecycle, implement personalized experiences, and enhance the overall customer journey.

The ideal candidate has a strong understanding of customer segmentation, retention strategies, and data analytics, combined with a passion for optimizing customer relationships. You’ll be at the forefront of our efforts to increase engagement, reduce churn, and ensure that our users are receiving ongoing value from our app.

Key Responsibilities 

Customer Segmentation & Profiling:

  • Retention Strategy Development:
    Develop and implement targeted retention programs for key customer segments, focusing on increasing engagement, reducing churn, and driving repeat usage.
    Implement strategies like re-engagement campaigns, loyalty programs, and personalized offers to keep users active and engaged with the app.

  • Customer Journey Optimization:
    Map and optimize the customer journey, ensuring that users receive relevant and timely messaging at each stage of their lifecycle. Collaborate with marketing and product teams to refine onboarding, in-app messaging, and post-purchase engagement.

  • LTV and Churn Analysis:
    Use data analytics to track and assess key retention metrics, including churn rates, lifetime value (LTV), and customer satisfaction. Provide insights to reduce churn and increase customer loyalty.
    Monitor and improve customer satisfaction scores (e.g., NPS , EGMPS) to ensure a positive experience across all touchpoints.

  • Cross-Functional Collaboration:
    Work closely with marketing and product teams to develop cohesive strategies that deliver long-term value for customers. Ensure that retention efforts are aligned with product development and brand initiatives.

  • Personalized Campaigns & Offers:
    Design and execute personalized campaigns and communications based on customer segmentation, behaviors, and lifecycle stages. Optimize communication channels, including email, SMS, push notifications, and in-app messages, to increase user engagement.

  • Analytics & Reporting:
    Analyze key retention metrics (churn rate, customer lifetime value, engagement, etc.) and report on the effectiveness of CVM and base management strategies. Provide actionable insights and recommendations to senior leadership to continuously improve retention performance.

  • CRM & Marketing Automation Management:
    Manage customer relationship management (CRM) tools and marketing automation platforms to segment customers, deliver personalized communications, and track performance. Ensure data is accurate and actionable for segmentation purposes.

  • Experimentation & Optimization:
    Lead A/B testing and experimentation around retention strategies, messaging, and offers to continuously improve performance and engagement. Track and report on test results, making data-driven decisions for optimization.

    Qualifications

  • 1-3 years of experience in Customer Value Management (CVM), Base Management, or a similar customer-focused role, ideally within a consumer-facing, digital-first business (preferably in fintech, SaaS, or mobile apps).

  • Strong understanding of customer segmentation, lifecycle marketing, retention strategies, and customer satisfaction measurement.

  • Data-Driven Mindset:

    Proficient in data analytics and reporting. Comfortable using analytics tools such as Google Analytics, Mixpanel, Amplitude, or similar platforms to track customer behaviors and retention metrics.

    Experience in using CRM systems (e.g., Salesforce, HubSpot) and marketing automation platforms (e.g., Braze, Iterable, Marketo) to manage customer communications and campaigns.

  • Retention & Engagement Strategies:

    Proven experience developing and executing retention strategies to reduce churn, increase LTV, and improve customer satisfaction.

    Strong understanding of customer lifecycle management and personalized communication tactics.

  • Project Management & Cross-Functional Collaboration:

    Excellent project management skills with the ability to coordinate cross-functional teams and drive initiatives to completion.

    Ability to work closely with marketing, product, and customer success teams to align retention efforts with company goals.

  • Analytical & Problem-Solving Skills:

    Strong analytical abilities to interpret customer data and use insights to improve retention strategies.

    Ability to identify key trends and opportunities within customer data, and translate them into actionable strategies.

  • Communication Skills:

    Excellent written and verbal communication skills with the ability to craft clear, compelling messaging for different customer segments.

    Ability to explain complex data insights to non-technical stakeholders and work collaboratively across teams.