Lifecycle Marketing & Campaign Manager

What can you tell your friends when they ask what you do

You're the person who decides how Go Rewards stays in touch with over 10 million members, at the right moment, with the right message, in a way that actually makes them feel the program is working for them. You own the member's journey from the moment they join, through the campaigns that get them earning and redeeming their first points, to the always-on lifecycle programs that keep them engaged and coming back. You design the journeys that turn a new sign-up into a loyal, active member, and figure out what brings a lapsed member back before they're gone for good. Your work sits at the intersection of data, creativity, and customer psychology, and when you get it right, members earn more points, spend more with our partners, and stick around longer. It's one of the most commercially meaningful roles in the company, and the whole program feels the difference when it's done well.

Responsibilities – How will you do this

Lifecycle Strategy

• Own the end-to-end member lifecycle architecture, from onboarding through activation, retention, and reactivation, ensuring every stage has a defined communications strategy and measurable outcome.
• Translate member behavioral data and segmentation insights into lifecycle journeys that drive engagement, points earning, and redemption frequency across the Go Rewards portfolio.
• Define and maintain the always-on campaign calendar, balancing partner-committed promos, thematic campaigns, and lifecycle triggers into a coherent member experience.

Member Activation

• Own activation of newly enrolled members, designing the journeys that move them from sign-up to their first meaningful engagement — earning and redeeming their first points — and reducing time-to-first-redemption.
• Design and run activation campaigns and experiments (first-points nudges, milestone incentives, partner-led activation moments, in-app/channel promotions) that convert enrolled members into engaged, active ones.
• Set and own activation KPIs (activation rate, time-to-first-redemption, early engagement depth) and build the always-on and campaign-based programs needed to hit them.
• Partner with Marketing, Partnerships, and Product to design and scale partner-led activation moments (in-store, in-app, co-branded) that get members engaging with the program early.

Campaign Planning and Execution

• Lead the end-to-end development of CRM campaigns using Braze, from brief through segmentation, content briefing, journey build, QA, and deployment.
• Build and optimize automated journeys (activation nudges, behavioral triggers, transactional milestones, re-engagement flows) that reduce manual campaign setup and increase campaign relevance at scale.
• Establish a campaign briefing and asset management process that enables Marketing, BD, and Partnerships to request and receive campaign support through a structured, trackable workflow.

Analytics and Performance

• Define campaign KPIs and build a performance reporting cadence that gives leadership and partner teams clear visibility into member engagement trends, campaign attribution, and lifecycle health metrics.
• Use A/B testing and experimentation to continuously improve open rates, click-through, conversion, and segment-level response across channels (email, push, Viber, SMS).
• Identify member cohort trends, churn signals, and engagement drop-offs and translate these into proactive campaign interventions before they become revenue problems.

Partner and Stakeholder Integration

• Collaborate with the Partnerships and BD teams to ensure partner-committed promotions are integrated into the lifecycle calendar without disrupting the member experience or breaching contact frequency thresholds.
• Work with the Data team to define segmentation requirements, campaign audience logic, and reporting specifications, reducing dependency on ad hoc data engineering support.
• Partner with Tech and Product on app and platform touchpoints, ensuring in-app notifications, banners, and member-facing content are coordinated with CRM campaigns.

Platform and Tool Development

• Serve as the primary Braze power user for the team, owning journey architecture, canvas design, and platform governance, and acting as the internal subject matter expert for campaign automation capability.
• Lead the transition from manual, single-canvas campaign setups to unified multi-channel flows that significantly reduce setup time and improve campaign consistency.
• Evaluate and recommend tools, integrations, and agency support needed to build out the team's marketing automation capability ahead of the Gravity/LJI platform migration.

Team Capability and Ways of Working

• Set the standard for how Marketing plans, briefs, executes, and reports on campaigns, embedding process discipline and documentation into the team's operating rhythm.
• Coach and guide campaign officers on segmentation logic, performance analysis, and Braze best practices, raising the team's baseline capability in data-driven campaign management.

To be successful, you'll need

• 7 to 10+ years of experience in CRM, lifecycle marketing, or campaign management, ideally within loyalty, e-commerce, fintech, or subscription-based businesses where member retention is a core commercial driver.
• Hands-on expertise with a marketing automation platform (Braze strongly preferred; Salesforce Marketing Cloud, Klaviyo, or equivalent considered), including journey architecture, canvas design, segmentation logic, and multi-channel campaign execution.
• Demonstrated ability to build and manage an always-on campaign calendar that balances lifecycle automation, partner-committed promotions, and thematic campaigns without compromising the member experience.
• Strong analytical capability: able to define campaign KPIs, interpret performance data, run A/B tests, and translate results into clear recommendations, without requiring a data team to do the thinking for you.
• Experience working cross-functionally with data, product, and commercial teams to define segmentation requirements, integrate partner campaigns, and coordinate platform-level touchpoints.
• A track record of raising the bar on campaign quality and process discipline in a team that previously operated reactively or manually.
• Familiarity with the Philippine consumer landscape, loyalty program mechanics, or points-based member engagement models is a strong advantage.

About Data Analytics Ventures Inc. (DAVI)

Founded in 2019, DAVI is the Gokongwei Group's loyalty and data analytics company and the team behind Go Rewards, the Philippines fastest-growing loyalty program.

We exist to make life more rewarding for every Filipino. Through Go Rewards, we connect millions of members with brands across retail, travel, banking, fuel, and lifestyle, creating experiences that are simpler, more personal, and more meaningful every day. Our ambition is clear: to build the biggest and best loyalty program in the Philippines, and eventually, in Asia.

But Go Rewards is only part of what we do. DAVI is also a data and insights company. We help our partners across the Gokongwei Group and beyond understand their customers better, identify growth opportunities, and make smarter business decisions. Data isn't just what we work with. It's how we think.

Why work at DAVI

At DAVI, you'll be part of a team building something that matters at scale. You'll work alongside people who are sharp, hungry, and genuinely good at what they do, in an environment that values open dialogue, constructive challenge, and continuous learning.

We believe that rewards start at home. Our People & Culture team is committed to making life at DAVI more meaningful through programs that support your growth, a culture that respects your contribution, and work that connects to a purpose bigger than any single role.

What we stand for

As part of the Gokongwei Group, we are guided by three core values that shape how we work and how we show up for each other.

• Entrepreneurial Mindset. We pursue growth with resilience, passion, and agility. We are not afraid to challenge the status quo, move fast, and find better ways to serve our customers and partners.

• Stewardship. We take full responsibility for what is entrusted to us, our people, our data, our resources, and our relationships. We manage all of it with care, with sustainability in mind, and with a long-term view.

• Integrity. We do the right thing, always, not because someone is watching, but because it is who we are. We hold ourselves to high standards in every decision, every interaction, and every commitment we make.

If you're passionate about data, loyalty, and building things that last, and you want to do it with people who share these values, DAVI is where you want to be.

Privacy Notice

DAVI values your privacy. Personal data collected as part of your application will be processed in accordance with this Privacy Notice: https://www.davi.com.ph/EECG-privacy-notice