Lifecycle & CRM Lead

About Us

AtFélix, we are building the indispensable financial companion for Latinos in the US. We combine an AI-powered, conversational-first interface with real-time financial infrastructure to make cross-border money movement as easy as sending a text. Starting with fast, affordable remittances powered by AI and crypto rails, we are expanding into credit, savings, and wallet services to support the complete immigrant financial journey. Our ambition is to deliver a white-glove financial experience with the simplicity of a conversation to a community the traditional financial system has historically overlooked.

We are a hyper-growth Series C company, backed by over $300 million in funding from top-tier global investors, including Andreessen Horowitz, QED, Castle Island, Switch Ventures, HTwenty, Monashees, General Catalyst Customer Value Fund. This isn't just about the numbers; it's a testament to the trust our investors have in our vision and our team. Additionally, Félix was selected as an “Endeavour Entrepreneur” and was a recipient of the CrossTech Fintech Startups Award.

Joining Félix means you will be part of a team building a legacy, a company that will outlive us all. This is a rare opportunity to apply your skills to a deeply meaningful mission-serving a community that has been underserved for too long because we are obsessed with our customers. We get things done with urgency and focus, driven by extreme ownership over our impact. We collaborate without ego, fostering radical transparency and fierce loyalty so we can grow together. Because we aim for insanely great rather than just good enough, we stay insatiably curious-always experimenting, building the future today, and delivering a product that truly makes our users' lives better.

About the role

We are looking for someone to lead Lifecycle & CRM at Félix, build and manage the team, and own how we engage with users throughout their relationship with Félix.

The role has three core mandates: grow LTV while effectively managing our incentives budget, generate customer insights, and identify opportunities to make Félix more relevant to our users. That means continuing to grow our core remittance business through activation, frequency, retention, and reactivation, while increasingly driving adoption of new products and expanding share of wallet.

This person will also own the governance of our user touchpoints across WhatsApp, primarily post-transaction, email, and app push. User attention is limited real estate, so they will define clear rules around communication frequency, post-transaction messaging, channel selection, and prioritization, ensuring every communication has a clear objective and that the highest-value message reaches the right user at the right moment.

They will build and continuously optimize a structured portfolio of lifecycle communications against each objective, rigorously measuring incrementality through control groups. They will also determine not only what we should communicate, but where it should live: what deserves a CRM touchpoint versus what should become part of the product experience, such as the chatbot or main menu.

The role will work closely with Product, Growth, Brand, Data, Operations, and regional teams, turning CRM into both a measurable growth lever and one of Félix’s strongest sources of customer intelligence.

Responsibilities

• Own the lifecycle strategy end to end, from signup and first transaction through repeat usage, activation, retention, reactivation, cross-sell, and long-term customer value.
• Grow LTV across the customer base, identifying the highest-leverage opportunities to increase transaction frequency, retention, product adoption, and share of wallet.
• Own the incentives strategy and budget, determining where incentives create true incremental behavior versus subsidizing activity that would have happened anyway.
• Build a rigorous experimentation engine across the lifecycle, using control groups, holdouts, segmentation, and incremental measurement to understand the true impact of campaigns and incentives.
• Build and manage the Lifecycle & CRM team, establishing clear ownership, operating rhythms, standards, and a roadmap tied to measurable business outcomes.
• Own Félix’s communication governance, defining how often we contact users, through which channels, for what purposes, and how competing messages are prioritized.
• Manage the portfolio of lifecycle communications across WhatsApp, email, push notifications, and other relevant channels, ensuring every touchpoint has a clear objective and measurable value.
• Develop increasingly sophisticated segmentation and personalization, using customer behavior, transaction history, lifecycle stage, geography, product usage, and other signals to make communications more relevant.
• Partner closely with Product to determine when a customer need should be addressed through CRM versus becoming part of the product experience itself.
• Drive adoption of new products and use cases, helping Félix expand from remittances into a broader financial relationship with its users.
• Build a strong customer intelligence function in close partnership with the Data team, systematically extracting insights from behavioral data, campaign performance, customer conversations, research, and qualitative feedback.
• Turn customer insights into action, identifying unmet needs, friction points, new product opportunities, and ways Félix can become more useful and relevant in customers’ everyday financial lives.
• Create closed feedback loops across teams, ensuring insights from Lifecycle & CRM inform Product, Growth, Brand, Operations, and regional strategy.
• Build the reporting and operating framework for Lifecycle, making performance, experiments, learnings, and opportunities visible across the company.

Requirements

• Strong experience leading Lifecycle, CRM, Retention, or Customer Growth in a consumer business, ideally with high transaction frequency or recurring usage.
• Strong business judgment, with the ability to prioritize opportunities based on expected customer impact, incremental value, cost, and scalability
• Proven track record driving incremental growth across activation, repeat usage, retention, reactivation, and cross-sell.
• Strong understanding of incrementality and experimentation, including control groups, holdouts, uplift measurement, and causal thinking.
• Experience managing incentives and promotional budgets, with the ability to distinguish true incremental behavior from subsidized activity.
• Deep expertise in segmentation, personalization, and lifecycle journey design across channels such as WhatsApp, email, push notifications, and in-product surfaces.
• Strong analytical mindset and experience working closely with Data teams to define audiences, measurement frameworks, customer insights, and opportunities.
• Experience identifying and driving multi-product adoption, including second-product conversion, cross-sell, and increasing products per active user.
• Strong understanding of churn, retention, and reactivation dynamics, with experience building programs to prevent churn and recover inactive users.
• Ability to turn behavioral data, campaign performance, customer research, and qualitative feedback into clear product and growth opportunities.
• Strong product judgment, with the ability to determine when a customer need should be addressed through CRM versus becoming part of the product experience.
• Experience building and managing high-performing teams, establishing clear ownership, operating rhythms, and a high bar for execution.
• Ability to work closely with Product, Growth, Data, Brand, and Operations, influencing priorities and turning customer insights into action.

These are the applicable requisites, although equivalent competencies in any of the above will also be considered.

Key Metrics

• Incremental Transactions
• Incremental Users
• Cost per Incremental User (CPiU)
• Cost per Incremental Transaction (CPiT)
• Transaction Volume / TPV Growth
• Retention & Reactivation Lift
• Share of Wallet Growth
• Customer LTV
• Incremental Multi-Product Users
• Multi-Product Adoption Rate (cross-selling)
• Incremental ROI on CRM & Incentives

This Role Works Well If You…

• You think of Lifecycle & CRM as a growth and customer strategy function, not a campaign calendar or messaging operation.
• You are commercially minded and naturally prioritize based on incremental impact, economics, and scalability rather than activity or vanity metrics.
• You are obsessed with understanding what actually changes customer behavior, and you want to prove it through experimentation rather than correlation.
• You are comfortable asking “Would this have happened anyway?” before taking credit for a transaction, retained user, or successful promotion.
• You treat incentives as an investment, not just a marketing expense, and are disciplined about where and when Félix should spend to influence behavior.
• You combine strong analytical thinking with customer intuition, moving comfortably between cohorts, experiments, behavioral data, customer research, and qualitative feedback.
• You think beyond individual campaigns and build systems, journeys, and portfolios of interventions that compound over time.
• You believe user attention is scarce, and that sending fewer, more relevant messages can be more valuable than maximizing communication volume.
• You have strong product judgment and are comfortable deciding that the best CRM idea should actually become a product experience.
• You naturally look for opportunities to increase the depth of the customer relationship, from greater frequency and retention to new use cases, products, and share of wallet.
• You are comfortable operating with high ownership and ambiguity, building the team, processes, measurement frameworks, and operating model as Félix continues to scale.
• You enjoy working at the intersection of Growth, Product, Data, and Customer Insights, and can turn what you learn about customers into concrete actions across the company.

What We Offer

• Competitive salary
• Initial stock options grant
• Annual performance bonus
• Health, dental, and vision plans
• Work model: currently fully remote, with a future transition to a hybrid set up
• Continuous learning opportunities
• Unlimited PTO
• Paid parental leave
• Empowering opportunities for growth in a dynamic entrepreneurial environment

Equal Opportunity Employer

At Félix, we are committed to providing equal employment opportunities to all qualified employees and applicants without regard to race, religion, nationality, sex, sexual orientation, gender identity, age, or disability. This policy applies to all terms and conditions of employment, including recruitment, hiring, placement, promotion, training, compensation, benefits, and termination.

Want to learn more about our privacy practices? Check out our Privacy Policy.