Lifecycle & CRM Specialist

🧡 CoverflexWork changed. Pay didn’t.Coverflex exists to make compensation work for everyone. Pay is still rigid, fragmented, and hard to feel. We turn compensation into choice — one platform, one card, one app — for benefits, meal allowance, insurance and more.Our platform is simple for HR and meaningful for employees. We provide choice, smarter compensation tools and empowerment.⚙️ TL;DR (The Essentials)Role: Lifecycle & CRM Specialist Seniority Level: Senior Type: Individual Contributor Languages: English (main) / Portuguese, Spanish, Italian or German a plus Main Tools:HubSpot, WhatsApp Business API, Amplitude / Segment, Intercom / Braze / Customer.io , Make / Zapier, Webflow, Slack e Notion Location: Remote (Europe only) Compensation:Base Salary: €38,000 – €52,000Equity: Yes – Stock Options under our Equity Incentive PlanBenefits:you can check them below (at the end of the page)Contract Type: Permanent💥 Your ImpactYour role will play a major role in our success because… Coverflex has a strong brand and growing inbound interest from micro companies, but the full lifecycle — from lead to activated customer — is not yet systematically managed.Pre-signup, we need structured nurture and conversion flows for leads who haven’t signed up yet. Post-signup, activation rates are still a challenge, KYB completion is a known bottleneck, and there is no structured cross-sell motion across insurance, wallet, and fringe benefits.You’ll own the full owned-channel lifecycle — from first touch to cross-sell — building the email, WhatsApp, and in-app programs that help us convert, activate, retain, and grow customers.You’ll know you’re successful when, after 90 days, you’ve…Understood the current PLG lifecycle across lead nurture, signup conversion, activation, cross-sell, and retentionAudited the existing HubSpot setup, lifecycle stages, workflows, segmentation, and reportingMapped the main lifecycle gaps, especially around pre-signup nurture and KYB completionDesigned the first owned-channel lifecycle framework across email, WhatsApp, and in-appLaunched or improved the first lifecycle campaigns focused on qualified signups and activationHow we’ll measure success:Phase 1 — months 1–4: Drive qualified signupsQualified signups driven by owned-channel lifecycle programs, including email, WhatsApp, and nurture flowsLead-to-signup conversion rate from owned channelsLifecycle campaign performance: open rate, CTR, and signup conversion by marketPhase 2 — months 4–9: Activation and LTVActivation rate: KYB completion rate and time-to-first-value, by marketCross-sell attach rate across insurance, wallet, and fringe benefitsRevenue per activated customer at 6 months as an LTV proxy⚡ Reality Check - What Makes This Role HardLet’s be real - here’s what makes this role challenging:The data layer across HubSpot, Amplitude, and Segment isn’t fully clean yet, and proper behavioral segmentation does not fully exist. You won’t inherit a perfect lifecycle machine — especially pre-signup, where nurture infrastructure still needs to be built from the ground up.Cross-sell products are at different maturity stages across markets, and you’ll need to manage campaigns across different products, languages, and conversion dynamics.You’ll also need to influence Product, Insurance, Performance Marketing, RevOps, and the wider PLG team without directly owning those teams. The split with Performance Marketing is clear: paid acquisition is owned by Joana Morgado, while owned channels are yours. But tight coordination will be essential to avoid message inconsistency and create a coherent acquisition-to-retention motion.👤 YouMust-haves (evidence, not years)HubSpot power user: complex workflows, lifecycle stages, behavioral triggers and reportingTrack record owning multi-channel lifecycle programs: email + at least one of WhatsApp, in-app or SMSB2B SaaS or fintech background: understands activation, onboarding and retention mechanicsStrong audience segmentation skills based on behavior, not just demographicsData-driven: measures campaign performance rigorously and turns insights into actionFluent in EnglishNice-to-haveWhatsApp Business API experience for marketing or lifecycle campaignsSpanish or Italian language skillsFamiliarity with in-app messaging tools such as Intercom, Braze or Customer.ioHR tech, fintech or SMB platform backgroundExperience running cross-sell or upsell campaigns end-to-end🧬 Your DNASystematic and analytical. You design lifecycle frameworks before jumping into execution. You build campaigns from behavioral triggers, not intuition. You care about segmentation, copy, timing, reporting, and what happens after someone clicks.You’re comfortable building from scratch, working with imperfect data, and coordinating across teams you don’t directly own. You can move between strategy and execution — from defining the lifecycle architecture to writing the campaign logic, reviewing copy, and measuring performance.You’ll probably find this frustrat