Head of Lifecycle Marketing
About the role
ABOUT HAPPY MONEY
Happy Money is a consumer finance company that empowers people to achieve their goals through simple, transparent loans funded by trusted financial institutions. Through its proprietary lending platform, Hive, Happy Money delivers a fully digital experience that simplifies borrowing for consumers and helps credit unions, banks and asset managers diversify balance sheets and scale with confidence. Happy Money’s end-to-end loan origination and participation programs provide partners with turnkey access to high-performing assets, underpinned by disciplined credit expertise and robust risk management. Together with its lending partners, Happy Money has originated more than $6.5 billion in loans to help nearly 350,000 people take greater control of their financial futures. Happy Money is a 100% fully distributed company.
ABOUT THE ROLE
Happy Money is hiring a Head of Lifecycle Marketing to own the borrower relationship and grow the lifetime value of every customer we acquire. Reporting to the Chief Revenue Officer, this is a senior individual contributor role: you set the strategy for how we keep, re-engage, and grow borrower relationships, and you're the person other teams come to on retention economics, repeat origination, and LTV. This is a leader who is driven to maximize the value of every lead and borrower, and who mobilizes the organization around strategic initiatives that grow the profitability of each relationship.
This role will evolve Happy Money’s business to a point where the initial loan isn’t the last thing we do for a borrower. We view the payoff moment as the start of a relationship, not a single transaction. This person will lead a strategy to match every borrower with the next product that helps them, whether it's a Happy Money product or a partner's. Further, when a lead isn't right for our core loan yet, they’ll create value by referring that borrower to a partner product that fits their needs. The Head of Lifecycle Marketing will own the economics of the full relationship and decide what to offer, to whom, and when.
The scope of this role will grow as our business scales lead generation and as we expand into other products and asset classes. The Head of Lifecycle Marketing will develop and drive the initiatives that will deliver new products to our borrowers and proprietary leads. Core to this expansion strategy will be the deployment and evolution of both proprietary and partner-based solutions. You'll partner closely with the Head of Acquisition Marketing so marketing runs as one loop: acquisition feeds lifecycle segmentation from day one, and lifecycle compounds revenue and LTV across the base.
RESPONSIBILITIES
- Set post-funding lifecycle strategy end-to-end from first payment through payoff, refinance, top-up, second loan, and adjacent products. Anticipate where the portfolio and competitive landscape are heading and bring a defensible, data-backed point-of-view on where the next dollar of LTV comes from proactively.
- Make the next-best-offer calls of which product, channel, and moment to surface, and to whom, grounding them in behavioral signal (on-time payments, paydown, income, credit evolution) and real cohort and propensity models with Data Science rather than instinct, while balancing risk-adjusted return against customer response.
- Treat LTV, repeat-borrow rate, and portfolio yield as the P&L levers they are. Own them as primary metrics, connect them to CAC and funnel economics with Finance and Credit & Risk, and make the trade-offs that actually move performance.