Lifecycle Marketing Specialist

Are you passionate about shaping world-class experiences at the forefront of AI technology? Do you thrive in collaborative environments alongside talented colleagues with a track record of founding, building, and successfully exiting a $10 billion unicorn? If so, Toki, with 5 million users and counting, is looking for a Lifecycle Marketing Specialist to join our great team!

About the role

We're building an internal lifecycle layer to recover users between the ad and the app. You'll be the person who maps the journeys, defines the triggers, writes the messages, and works directly with engineering to ship them. This is a hands-on role — not a strategy deck role.

You'll own the full lifecycle from install through paid retention across push, email, in-app, and (later) WhatsApp. The goal is straightforward: improve trial-to-paid conversion and reduce wasted CAC.

What you'll do

• Map and own behavioral journeys for our core lifecycle stages: Install → Register → Trial → Paid → Retention

• Write the briefs that engineering builds against — event taxonomy, trigger conditions, suppression rules, channel routing

• Define and write the messages themselves across push, email, in-app, and WhatsApp — partnering with localization teams to adapt across markets

• Set up A/B tests and read the results — kill what doesn't work, scale what does

• Report weekly on free-to-paid conversion, retention by cohort, and message-level performance

• Partner with product to draw the line between in-product UX and lifecycle communication

What we're looking for

Must have

• 2+ years of hands-on lifecycle marketing for a mobile app or B2C subscription product

• Direct experience operating Customer.io, Braze, MoEngage, Iterable, or similar — not just observed, actually built journeys in the tool

• Can talk fluently about behavioral triggers, suppression rules, frequency caps, and cohort analysis without prompting

• Have shipped at least one campaign that moved a real conversion metric (we'll ask for the number)

• Comfortable writing the messages themselves — copy is part of this role, not outsourced

• Strong working knowledge of LatAm and North America markets — understands the cultural and behavioral differences between BR, US, MX, and how that shapes lifecycle messaging

• Professional English — written and spoken. You'll be writing user-facing copy and presenting to leadership

• Has worked with non-Chinese growth teams across paid, organic, and lifecycle channels — and understands how different acquisition sources behave differently across the lifecycle (e.g., paid social vs. organic search users have very different activation and retention curves)

• Agency. You proactively spot problems and solve them. You don't wait for a manager to tell you what to do. This role has no playbook — you'll be writing it

Bonus

• Has worked directly with engineering and data teams to build an internal lifecycle tool — or contributed to the design of one

• Understands how event taxonomy and data mapping work — knows the difference between user attributes and user events, has opinions on how they should be structured

• Experience messaging users in Brazil/LatAm specifically (any channel)

• Worked on a freemium or trial-to-paid funnel specifically

• Comfortable reading SQL or working in dashboard tools (Mixpanel, Amplitude, Firebase)

• Has built lifecycle from scratch (vs inherited an existing system)

• Knows how to work with localization teams to adapt messaging across markets

Not required

• Engineering background — engineering is a partner, not your job

• Enterprise B2B lifecycle experience — wrong shape for our funnel

• Performance marketing / paid ads experience — different discipline