[Hiring] Lifecycle & CRM Specialist @Coverflex

Role Description

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: 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:

• Understood the current PLG lifecycle across lead nurture, signup conversion, activation, cross-sell, and retention.
• Audited the existing HubSpot setup, lifecycle stages, workflows, segmentation, and reporting.
• Mapped the main lifecycle gaps, especially around pre-signup nurture and KYB completion.
• Designed the first owned-channel lifecycle framework across email, WhatsApp, and in-app.
• 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.
• Phase 2 — months 4–9: Activation and LTV.

Qualifications

• HubSpot power user: complex workflows, lifecycle stages, behavioral triggers and reporting.
• Track record owning multi-channel lifecycle programs: email + at least one of WhatsApp, in-app or SMS.
• B2B SaaS or fintech background: understands activation, onboarding and retention mechanics.
• Strong audience segmentation skills based on behavior, not just demographics.
• Data-driven: measures campaign performance rigorously and turns insights into action.
• Fluent in English.

Requirements

• WhatsApp Business API experience for marketing or lifecycle campaigns (nice-to-have).
• Spanish or Italian language skills (nice-to-have).
• Familiarity with in-app messaging tools such as Intercom, Braze or Customer.io (nice-to-have).
• HR tech, fintech or SMB platform background (nice-to-have).
• Experience running cross-sell or upsell campaigns end-to-end (nice-to-have).

Benefits

• Base Salary: €38,000 – €52,000.
• Equity: Yes – Stock Options under our Equity Incentive Plan.
• Contract Type: Permanent.

Company Description

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.