Lifecycle & CRM Specialist

🧡 Coverflex

Work changed. Pay didn’t.

Coverflex exists to make compensation work for everyone. Pay is still rigid, fragmented, and hard to feel. We turn compensation into choice — one platform, one card, one app — for benefits, meal allowance, insurance and more.

Our platform is simple for HR and meaningful for employees. We provide choice, smarter compensation tools and empowerment.

⚙️ TL;DR (The Essentials)

Role: Lifecycle & CRM Specialist Seniority Level: Senior Type: Individual Contributor Languages: English (main) / Portuguese, Spanish, Italian or German a plus Main Tools: HubSpot, WhatsApp Business API, Amplitude / Segment, Intercom / Braze / Customer.io , Make / Zapier, Webflow, Slack e Notion Location: Remote (Europe only) Compensation:

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Base Salary: €38,000 – €52,000

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Equity: Yes – Stock Options under our Equity Incentive Plan

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Benefits: you can check them below (at the end of the page)

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Contract Type: Permanent

💥 Your Impact

Your role will play a major role in our success because… Coverflex has a strong brand and growing inbound interest from micro companies, but the full lifecycle — from lead to activated customer — is not yet systematically managed.

Pre-signup, we need structured nurture and conversion flows for leads who haven’t signed up yet. Post-signup, activation rates are still a challenge, KYB completion is a known bottleneck, and there is no structured cross-sell motion across insurance, wallet, and fringe benefits.

You’ll own the full owned-channel lifecycle — from first touch to cross-sell — building the email, WhatsApp, and in-app programs that help us convert, activate, retain, and grow customers.

You’ll know you’re successful when, after 90 days, you’ve…

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Understood the current PLG lifecycle across lead nurture, signup conversion, activation, cross-sell, and retention

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Audited the existing HubSpot setup, lifecycle stages, workflows, segmentation, and reporting

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Mapped the main lifecycle gaps, especially around pre-signup nurture and KYB completion

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Designed the first owned-channel lifecycle framework across email, WhatsApp, and in-app

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Launched or improved the first lifecycle campaigns focused on qualified signups and activation

How we’ll measure success

Phase 1 — months 1–4: Drive qualified signups

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Qualified signups driven by owned-channel lifecycle programs, including email, WhatsApp, and nurture flows

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Lead-to-signup conversion rate from owned channels

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Lifecycle campaign performance: open rate, CTR, and signup conversion by market

Phase 2 — months 4–9: Activation and LTV

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Activation rate: KYB completion rate and time-to-first-value, by market

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Cross-sell attach rate across insurance, wallet, and fringe benefits

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Revenue per activated customer at 6 months as an LTV proxy

⚡ Reality Check - What Makes This Role Hard

Let’s be real - here’s what makes this role challenging

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The data layer across HubSpot, Amplitude, and Segment isn’t fully clean yet, and proper behavioral segmentation does not fully exist. You won’t inherit a perfect lifecycle machine — especially pre-signup, where nurture infrastructure still needs to be built from the ground up.

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Cross-sell products are at different maturity stages across markets, and you’ll need to manage campaigns across different products, languages, and conversion dynamics.

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You’ll also need to influence Product, Insurance, Performance Marketing, RevOps, and the wider PLG team without directly owning those teams. The split with Performance Marketing is clear: paid acquisition is owned by Joana Morgado, while owned channels are yours. But tight coordination will be essential to avoid message inconsistency and create a coherent acquisition-to-retention motion.

👤 You

Must-haves (evidence, not years)

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HubSpot power user: complex workflows, lifecycle stages, behavioral triggers and reporting

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Track record owning multi-channel lifecycle programs: email + at least one of WhatsApp, in-app or SMS

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B2B SaaS or fintech background: understands activation, onboarding and retention mechanics

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Strong audience segmentation skills based on behavior, not just demographics

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Data-driven: measures campaign performance rigorously and turns insights into action

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Fluent in English

Nice-to-have

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WhatsApp Business API experience for marketing or lifecycle campaigns

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Spanish or Italian language skills

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Familiarity with in-app messaging tools such as Intercom, Braze or Customer.io

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HR tech, fintech or SMB platform background

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Experience running cross-sell or upsell campaigns end-to-end

🧬 Your DNA

Systematic and analytical. You design lifecycle frameworks before jumping into execution. You build campaigns from behavioral triggers, not intuition. You care about segmentation, copy, timing, reporting, and what happens after someone clicks.

You’re comfortable building from scratch, working with imperfect data, and coordinating across teams you don’t directly own. You can move between strategy and execution — from defining the lifecycle architecture to writing the campaign logic, reviewing copy, and measuring performance.

You’ll probably find this frustrating if…

You only want to send email blasts without thinking about lifecycle stages, segmentation, or activation. You need perfect data before starting. You prefer execution without strategy. You’re uncomfortable building systems from scratch or coordinating with Product, Insurance, Performance Marketing, RevOps, and the wider PLG team without directly owning those teams.

👥 Manager & Team

Meet Your Manager

Hiring Manager: Mário Tarouca — PLG Team Lead Location: Portugal LinkedIn Profile: https://www.linkedin.com/in/mariotarouca/

Profile Snapshot

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Energy: Strategic, high-output, and fast-moving. Automation-first and focused on validating ideas quickly.

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Communication: Direct and async-first — mostly Slack, straight to the point, no fluff.

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Feedback Style: Honest and direct, always tied to business outcomes. You’ll always know where you stand.

How to work with me - in the Manager's own words

"I care about outcomes, not activity. I give full autonomy to people on my team — but autonomy comes with ownership, and ownership means you drive your numbers and flag blockers proactively, not after the fact. My default question is: what’s the fastest way to validate this? I'm automation-first and expect the same mindset from everyone I work with — if something can be done by a tool or a workflow, we shouldn't be doing it manually. I'm hands-on: I'll be in your experiments, your copy iterations, your dashboards. Not to micromanage, but because I think the best results come from a manager who's close to the work. I'm direct — with feedback, with priorities, with bad news. I expect the same back."

Your Team

You’ll work day-to-day with

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The PLG Team: SDRs ( Giada Purini , João Campos Ferreira , Sérgio Bruno ), Performance Marketing ( Joana Morgado ) and AI Growth Hacker

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Mário Tarouca , PLG Team Lead

Key Stakeholders

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Insurance Team

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Performance Marketing

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Product

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RevOps

Team Rituals

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Weekly Team Meeting;

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Weekly 1:1 with Mário/Manager

💜 Access & Belonging (Equal Opportunity)

We hire for impact and potential, not pedigree. We welcome applications from people with non-linear careers, career breaks, caregiving gaps, and those changing fields.

No discrimination on the basis of age, disability, gender identity/expression, marital or family status, pregnancy, neurodivergence, race/ethnicity, religion/belief, gender, sexual orientation , or any other protected ground.

Assessment fairness: We anchor on evidence of outcomes (what you shipped, moved, or influenced). We actively de-bias by using structured rubrics, multiple assessors, and blind screening most of the time (we won’t know your name, gender, or personal info until the interview stage).

📬 Application Clarity

No cover letter required. Apply with your LinkedIn or upload your CV . You may be asked a few short, relevant questions.

Total candidate time investment: ~3–4 hours end-to-end.

🧩 Hiring Stages (What to Expect, Why & How Long)

• CV / LinkedIn Screen — Signal check vs must-haves
• Done by People + Hiring Manager.
• You’ll hear from us within 7 business days.
• Role-Fit Questionnaire (async) Purpose: capture signals your CV can’t (languages, tools, scenario judgement) and calibrate seniority. Format: multiple choice + short answers. Accessibility: prefer a call? Tell us - we’ll swap for a short chat.
• Hiring Manager Interview - Deep dive into your work • 45 min Structured around outcomes, decisions, and collaboration.
• Case study - Let's peak into this role's challenges • 60 min Exercises that represent potential challenges this role would have and how you'd approach them.
• People Interview - Allow us to know you! • 45 min With People. Stress-free virtual coffee, focused on getting to know you as a person. We talk about culture, beliefs, and purpose.
• Final Conversation (CEO / C-Level) — Values, strategy, and your growth • 30 min

🤖 AI & Hiring Tools Transparency

We use a few tools to reduce bias and improve documentation, not to make hiring decisions.

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Teamtailor anonymisation: profiles are reviewed without relying on names/personal identifiers.

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Meeting recorder (e.g., Talka.ai): may be used to capture interviews so we can focus on the conversation.

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ChatGPT: may be used to turn interview notes/transcripts into clear, structured summaries.

Important: every application is reviewed by a human, and no decision or rejection is made by AI. If recording is used, we’ll be transparent and (where required) ask for consent.

⏱️ Speed & Communication

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Decision: within 4 weeks of your application.

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Updates: weekly if the process runs longer.

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Scheduling: interviews between 10:00–16:00 CET (flexible across Europe).

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Feedback: from the Case stage onwards, you’ll always receive written or verbal feedback - what went well, and what to strengthen next time.