CRM and Lifecycle Manager

About Fasset

Fasset is building a stablecoin-powered Islamic bank for people who want to save, spend, invest and move money globally from a single account. One balance holds cash, stablecoins, stocks and commodities. Our Visa card lets people spend directly from that balance, with Apple Pay and Google Pay support. On the investing side, people can buy fractional global stocks from $1, tokenized gold and silver, and digital assets, through Shariah-certified products. More than 2 million people in 125+ countries trust Fasset. We hold licenses in the UAE (VARA), Bahrain (CBB) and Labuan (LFSA), and we take compliance seriously because our users trust us with their money.

The role

We're looking for an experienced CRM and lifecycle marketer to own lifecycle at Fasset from start to finish. You'll turn new signups into verified, funded and active users, and keep them coming back. This role will have strong influence on our biggest goal: growing the number of users who make Fasset their main account.

You'll start with a modern CRM and attribution stack, a mapped set of journeys and a testing framework ready to build on. What we need is someone to take it from there, build it, test it and keep improving it. You'll work in an experiment-driven way: every journey has a control group, every test has a readout, and we measure success by incremental lift.

This is a senior individual contributor role. You'll set the lifecycle strategy and also build the journeys yourself. You'll work closely with Product, Engineering, Data, Design, Legal and Compliance, Marketing and Support.

What you'll do

Own lifecycle across every channel. Plan and run push, in-app, email, WhatsApp and SMS, from first app open to a funded, active and retained user.
Build the core journeys. Onboarding and KYC completion, first deposit, card activation and first spend, first investment, referral, reactivation and winback, plus always-on and security alerts.
Build custom journeys. Journeys for each landing page and campaign, journeys based on balance that help users grow their wallet, product journeys for new launches, and journeys that continue the story from the ad a user clicked.
Make experimentation the default. Put a holdout or control group on every journey. Run A/B and multivariate tests on copy, timing, channels, offers and logic. Define the hypothesis, metric, sample size and test length up front, and share a clear readout after every test.
Measure incrementality. Report the lift CRM actually causes against holdouts, not just open and click rates. Keep a test backlog, a weekly testing cadence and a shared log of what we've learned.
Own the data behind CRM. Work with Product and Engineering on event taxonomy and instrumentation, use your mobile measurement partner for attribution and deep links, and partner with Data on segments, dashboards and statistical rigor.
Get things shipped with other teams. Write clear briefs, align priorities across Product, Engineering, Data, Design, Legal and Compliance, Marketing and Brand, and Support and Ops, and run QA through launch.
Keep messaging compliant. Work with Legal on financial and crypto marketing rules in each market we operate in, and follow platform policies such as WhatsApp's rules on crypto content.
Use AI to work faster. Use AI and automation to draft, localize, QA and analyze, so you spend your time on the decisions that matter.

What you'll bring

• Experience owning CRM and lifecycle at a consumer fintech, crypto, payments or fast-growing consumer app. That means a program you led, not one you supported.


• Hands-on experience with a customer engagement platform such as Braze, CleverTap, Iterable or MoEngage. You've built journeys with branching, triggers, frequency caps and multiple channels yourself.


• Experience with a mobile measurement partner such as Adjust, AppsFlyer or Branch. You understand install attribution, deep links and deferred deep links, and how they connect to CRM.


• Solid knowledge of event taxonomies and how product events become triggers, segments and goals.


• A strong experimentation track record. You've designed holdouts, run A/B and multivariate tests, calculated sample sizes and measured incremental lift. You can explain significance, power and the common mistakes in plain language.


• Comfort with data. You can write SQL or work closely with analysts, read cohort and funnel data, and spot what others missed.


• A record of working across functions. You've shipped work that depended on engineering, data, design and legal, and you kept it moving.


• Clear, simple writing for push, email and in-app messages, and the judgment to know when a message shouldn't be sent.


• Real AI experience. You've used AI or built automations in your workflow beyond everyday chat use, and you can explain what worked and what didn't.


• Proof of impact. You can show us journeys you built, tests you ran and the results they drove.

Nice to have

• Experience in regulated financial marketing (for example VARA, CBB or similar rules for financial and crypto promotions).


• WhatsApp Business API experience, including template approvals and platform policy limits.


• Experience running lifecycle across several markets with different onboarding flows, payment methods and languages.


• Experience moving from one CRM platform to another, including event mapping and data migration.


• Familiarity with card products, rewards or referral programs.


• Arabic, Urdu, Bahasa or another language spoken in our key markets.

Tools you'll work with

• A customer engagement platform (for example Braze, CleverTap, Iterable or MoEngage) for journeys, segmentation, and push, in-app, email, WhatsApp and SMS messaging


• A mobile measurement partner (for example Adjust, AppsFlyer or Branch) for attribution and deep links


• SQL and BI or dashboard tools, with the Data team


• Product analytics and event tracking, with Product and Engineering


• Project management, documentation and design tools for planning, briefs and creative


• AI tools for drafting, localization, QA and analysis

What success looks like in your first 90 days

First 30 days: learn and launch

• Learn our products, markets, compliance rules and current user funnel.


• Review our CRM and attribution setup, event tracking, and existing journey and testing plans, and agree on priorities with Growth, Product and Data.


• Set up a global holdout and per-journey controls with Data.


• Launch the onboarding and KYC completion journey with a control group and a clear measurement plan.

Days 31 to 60: build the core and start the testing cadence

• Launch the first deposit, card activation and first spend, and first investment journeys, each with a holdout.


• Set up the test backlog and a weekly test cadence, and share your first test readouts.


• Agree KPI baselines and targets with Data, and set up the shared dashboard.


• Set up a regular working rhythm with Product, Engineering, Legal and Support for briefs, QA and approvals.

Days 61 to 90: expand and prove lift

• Launch the reactivation and winback journeys, plus balance-based journeys that help users grow their wallets.


• Launch custom journeys for key landing pages and campaigns.


• Deliver the first lift report: what each journey added against its holdout, what we learned and what we'll test next.


• Present a lifecycle roadmap for the next quarter, based on test results.

How to apply

Along with your CV, please share one lifecycle journey or experiment you owned. Tell us what you built, how you measured it (including any holdout or control), what changed because of it, and what you'd do differently. Short is fine.