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Overview
MiFinity is seeking a commercially minded, data-driven Senior Retention Lead to take ownership of lifecycle marketing, CRM, customer engagement, loyalty and reactivation across our global eWallet customer base. This role reports directly to the Chief Marketing Officer and will be accountable for improving activation, repeat usage, customer value and retention performance.
About MiFinity
MiFinity is a regulated fintech company offering a wide range of digital payment services to over 1 million users in 223+ countries and territories. Our eWallet product is used by 1,200+ brands, and we are licensed by the UK FCA and the Malta MFSA, with offices in Dublin, Malta and Belfast. At MiFinity, we combine international reach with local expertise and a sharp focus on security, compliance and product innovation.
Benefits
- Private Healthcare plan post probation.
- Generous Pension Scheme.
- Remote work allowance post probation, beginning at 3 weeks in year 1 and increasing with tenure.
- Additional special leave days, such as:
- An extra day for birthday/moving home.
- Extra days for marriage, graduation, and citizenship ceremony.
- Study and Exam Leave to further support career and educational growth.
- Continuous Development Program sponsoring further education through courses and workshops.
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Role Purpose
The Senior Retention Lead will establish senior ownership of customer value from within the Marketing structure. The role will shift retention from a campaign activity to a measured lifecycle discipline, with the MiRewards loyalty program forming part of a broader retention, CRM, and engagement remit.
Key Responsibilities
- Own the retention strategy across onboarding, activation, engagement, repeat usage, reactivation, and churn reduction.
- Lead CRM and lifecycle marketing using Clevertap as the automation platform.
- Own MiRewards as part of the broader retention remit, including segmentation, reward strategy, offer mechanics, reporting, and continuous improvement.
- Build customer segmentation and lifecycle journeys based on behaviour, value, market, product usage, and lifecycle stage.
- Design and execute retention campaigns across email, push, in-app, SMS, and other relevant owned channels.
- Partner with Data/BI to build retention dashboards, define cohorts, track trends, and surface actionable insights.
- Run a disciplined testing program covering:
- A/B testing.
- Dynamic content.
- Personalised offers.
- Journey optimisation.
- Work cross-functionally with Product, Compliance, Customer Support, Commercial, and Finance to improve customer value and reduce friction.
- Establish clear governance so that campaigns are:
- Compliance-ready.
- Measurable.
- Documented.
- Delivered on time.
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Experience and Skills
- 6+ years in B2C retention, CRM, lifecycle marketing, loyalty, customer engagement, or a closely related growth role.
- Strong experience with CRM, marketing automation, and lifecycle tools such as CleverTap, Braze, HubSpot, or similar.
- Demonstrable experience improving activation, repeat usage, reactivation, churn, or customer value through data-led campaigns.
- Strong analytical capability, including confidence in working with:
- Cohorts.
- Segments.
- Dashboards.
- Campaign performance data.
- Experience developing loyalty, rewards, or customer value programmes is highly desirable.
- Experience in fintech, payments, eWallet, app, marketplace, subscription, or digital product is preferred.
- Strong stakeholder management skills, and the confidence to challenge Product, Data, Compliance, and Commercial teams when customer outcomes require it.
- Comfortable operating as a senior individual contributor initially while effectively utilising shared resources.
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