Lifecycle Marketing Principal, Automations & Incentives

Meet Upside: We created Upside to transform brick-and-mortar commerce. Our technology uses the sophistication of online retail—profit measurement, attribution, and incrementality—to provide users with more value on their everyday purchases and brick-and-mortar businesses with new, profitable customers. We’ve helped millions of users earn 2 to 3 times more cashback than any other product, and hundreds of thousands of brick-and-mortar businesses earn measurable profit. Billions of dollars in commerce run through the Upside platform every year, and that value goes directly back to our retailer partners, the consumers they serve, and important sustainability initiatives. The Impact You'll Make: As the Lifecycle Marketing Principal, Automations & Incentives, you will be the primary architect behind accelerating the scale of an automated and hyper-personalized lifecycle growth engine. We are looking for a seasoned lifecycle leader and growth strategist capable of operating at the absolute intersection of consumer psychology, data-driven automation, and active financial engineering. You’ll report to the Director of Lifecycle Marketing, and together you will drive strategy, execution, experimentation and regular optimization on two of the most critical levers for Upside’s growth: a full-funnel "core" lifecycle ecosystem tightly aligned with consumer growth goals and the strategic, profitable deployment of incentive bonuses to help evolve consumer behavior. What You'll Do: Scale the Core & Drive Multi-Vertical (MV) Ecosystem Growth - Architect the Automated Funnel: Lead "Core Lifecycle" work streams, helping us continue to evolve the program into a robust, automated ecosystem. You will personally design, build, instrument, and optimize sophisticated lifecycle automations across onboarding, habituation (M1–M3 retention), reactivation, high-upside viral referral loops, and more. This is a highly hands-on role requiring deep expertise in CRM and marketing automation platforms to create scalable, "always-on" drivers of MAU and retention. - Lead MV Crossover (P0 Focus): This will be your most important contribution. Within the core automation framework, heavily feature and prioritize behavior-triggered crossover loops. Design and test personalized journeys explicitly engineered to convert our highly engaged, fuel-only consumers into long-term, high-LTV fuel and food consumers based on geographic proximity and site-level market potential. - Advanced Personalization Strategy: Infuse deep 1:1 consumer-to-merchant matching and advanced personalization logic into the core communication infrastructure to maximize conversion velocity. Integrated Incentive Engineering & Optimization - Harmonize the Incentive Ecosystem: Act as a primary growth steward translating the principles of the consumer habit, incentive, & engagement framework across the lifecycle ecosystem. Ensure our offer and bonus ecosystem functions as a coordinated, unified ecosystem that guides consumers toward long-term habituation. - Eliminate Subsidization & Drive Efficiency: Partner closely with data science and consumer analytics to isolate true incrementality. Build rigorous control frameworks to deploy strategic bonuses strictly at a consumer’s behavioral "inflection point," ensuring promotional spend is the marginal reason for a consumer’s next transaction. Martech Collaboration & Platform Optimization - Support Martech Delivery: Act as a critical cross-functional bridge between consumer strategy, engineering, product, analytics, and data science. Pinch-hit and support the martech projects by clearly scoping and documenting the technical data requirements. - AI-Enabled Workflow Velocity: Support the deployment and optimization of internal AI-driven lifecycle agents, subagents, knowledge bases, skill bases, and more to accelerate production velocity. Strategic Influence & Autonomy - Executive Business Framing: Function as a trusted, high-visibility partner to leadership teams ac