Senior Marketing Automation Specialist

The Senior Marketing Automation Specialist is responsible for owning the execution, optimization, and operational excellence of Wave’s customer marketing automation programs across email, in-product, and push channels.

Working closely with Lifecycle and Product Marketing, Growth, Product, Data and other cross-functional partners, this role translates customer and business strategies into sophisticated, scalable automated journeys that drive activation, engagement, conversion, retention, and expansion.

This role serves as the subject matter expert in marketing automation, campaign orchestration, testing, and measurement — ensuring our customer communications are highly targeted, personalized, measurable, and continuously optimized.

• Own the execution and optimization of automated customer journeys across email, in-product and push channels — from audience creation and build through QA, launch, monitoring and continuous improvement.

• Leverage Braze, Segment and Amplitude to turn customer data into action, using behavioral insights, product usage and lifecycle signals to build targeted audiences, trigger personalized journeys and identify opportunities to improve activation, engagement, conversion and retention.

• Translate lifecycle strategies into scalable automation programs, partnering with Lifecycle, Product Marketing and Growth to determine the right audience, message, channel, timing and journey logic.

• Drive experimentation and optimization through A/B and multivariate testing across messaging, creative, targeting, timing, cadence and journey design, turning results into actionable recommendations.

• Own campaign performance and measurement, monitoring lifecycle and channel KPIs and partnering with Data & Analytics to understand customer behavior, measure impact and uncover opportunities for improvement.

• Ensure the health and scalability of our marketing automation ecosystem, maintaining strong standards for QA, deliverability, data integrity, consent, documentation and campaign governance.

• Serve as the marketing automation subject matter expert, partnering with Product, Data and Engineering to define the customer events, attributes and integrations needed to enable increasingly sophisticated segmentation, personalization and automation.

• 5+ years of experience in marketing automation, lifecycle marketing operations, CRM, or a related discipline, ideally within a SaaS, fintech, subscription, or product-led growth environment.

• Advanced hands-on experience with Braze, including building multi-step journeys, audience segmentation, behavioral triggers, personalization, and experimentation.

• Experience working with Segment and Amplitude, with the ability to use customer and product behavioural data to inform segmentation, journey design, and lifecycle optimization.

• Strong understanding of lifecycle marketing across onboarding, activation, engagement, conversion, retention, expansion, and re-engagement.

• Strong analytical and experimentation skills, with experience designing tests, interpreting performance data, and translating insights into actionable recommendations and optimizations.

• Strong knowledge of email, push and in-product messaging best practices, including deliverability, consent management, frequency management, and customer experience.

• Working knowledge of HTML/CSS and Liquid templating; with the ability to troubleshoot personalized, dynamic communications.

• Strong operational discipline and attention to detail, particularly across campaign QA, data accuracy, documentation and governance.

• A collaborative, self-directed approach, with the ability to independently own execution while partnering effectively with Growth, Product and Lifecycle Marketing teams, Data, Product and Engineering.