Lifecycle Marketing Manager

It all started with an idea at Block in 2013. Initially built to take the pain out of peer-to-peer payments, Cash App has gone from a simple product with a single purpose to a dynamic ecosystem, developing unique financial products, including Afterpay/Clearpay, to provide a better way to send, spend, invest, borrow and save to our 50+ million monthly active customers. We want to redefine the world’s relationship with money to make it more relatable, instantly available, and universally accessible.

Today, Cash App has thousands of employees working globally across office and remote locations, with a culture geared toward innovation, collaboration and impact. We’ve been a distributed team since day one, and many of our roles can be done remotely from the countries where Cash App operates. No matter the location, we tailor our experience to ensure our employees are creative, productive, and happy.

The Role

We’re looking for a Lifecycle Marketing Manager to shape how businesses experience Afterpay and Cash App, from their first touch with us to becoming long-term partners. You’ll build and own our global B2B lifecycle and email strategy, including the plan, the personalized journeys and the test roadmap. Your programs will turn prospects into merchants, get new merchants set up and transacting quickly, and give established merchants what they need to grow. You’ll also use AI to personalize at scale and to learn faster than any single campaign could teach us.

This is a global role focused on North America, the UK and APAC. You’ll build strategies globally but think regionally, so each market gets programs that reflect how its merchants buy, sell and grow. You might start your day in merchant insights and lost-deal notes from Sales, looking for the moment new merchants stall during setup. By the afternoon, you’ve turned that insight into a personalized onboarding journey that gets them transacting faster. You’ll report to the Global B2B Commerce Growth Lead and work closely with Sales, Marketing & Revenue Operations, Account-Based Marketing, Content, Partnerships, Product and Compliance.

You Will

You will develop a global lifecycle and email marketing strategy that:

• Thinks like a customer, using merchant insights to help prospects solve their problems, improve their business and see the value of Afterpay and Cash App.


• Grows net new merchants through personalized nurture journeys that move prospects to opportunities and signed merchants.


• Gets new merchants set up and transacting as quickly as possible, then helps them adopt more of our products.


• Helps established merchants grow at scale, increasing transaction volume and engagement with Block.


• Delivers thought leadership, product releases, events and growth opportunities that increase merchant engagement, retention and lifetime value.


• Keeps merchants with us through churn prevention and winback programs.


• Sets lifecycle best practices so prospects and merchants are happy and succeed with Block.


• Uses AI to personalize content, sharpen segmentation, and speed up production and learning.

Day-to-day:

• Own the full prospect and merchant lifecycle across every segment, from small businesses to enterprise.


• Build global strategies but think regionally: get to know the needs of each market and adapt one global framework to fit them.


• Work with regional sales leaders to understand their needs, find gaps in the customer journey, and turn those insights into new journeys and improvements.


• Lead email for product go-to-market and thought leadership, partnering with Product Marketing, Content and regional teams.


• Own the email test roadmap: write hypotheses, run A/B and multivariate tests, and share what you learn across the team.


• Test and grow lifecycle channels and tactics beyond email.


• Set up regular reporting and feedback loops with sales and regional teams, showing how lifecycle programs affect pipeline, merchant transaction volume and retention.

You Have

• Minimum 5 years experience owning B2B lifecycle, email or CRM marketing, ideally for global, sales-led products serving businesses of all sizes.


• Experience measuring lifecycle impact on attributed, influenced and incremental revenue, retention and merchant engagement, and presenting results to leadership.


• Hands-on Marketo experience building emails, nurture programs, dynamic content and audience segments.


• Working knowledge of Figma or similar software for designing and building email creative.


• Experience designing, running and measuring lifecycle growth and testing strategies.


• AI fluency, with a track record of using AI tools to scale marketing programs.


• Experience managing programs from idea to launch across multiple teams and time zones.


• Experience partnering with sales and regional leaders to understand their needs and turn them into lifecycle programs that drive results.

We're working to build a more inclusive economy where our customers have equal access to opportunity, and we strive to live by these same values in building our workplace. Block is an equal opportunity employer evaluating all employees and job applicants without regard to identity or any legally protected class. We will consider qualified applicants with arrest or conviction records for employment in accordance with state and local laws and "fair chance" ordinances.

We believe in being fair, and are committed to an inclusive interview experience, including providing reasonable accommodations to disabled applicants throughout the recruitment process. We encourage applicants to share any needed accommodations with their recruiter, who will treat these requests as confidentially as possible. Want to learn more about what we're doing to build a workplace that is fair and square? Check out our I+D page.

While there is no specific deadline to apply for this role, U.S. roles are typically open for an average of 55 days before being filled by a successful candidate. Please refer to the date listed at the top of this job page for when this role was first posted.