Lifecycle Marketing Manager (AI-native)

About the role

ESTO, a fast-growing fintech founded in 2017, is looking for a Lifecycle Marketing Manager to own, build and scale its customer communications from the ground up. The role designs AI-powered agentic flows that research, draft, launch, test and optimise emails, SMS, web push notifications and in-app messages, and makes sure they move the business.

Key responsibilities

• Build, launch and optimise lifecycle campaigns across email, SMS, web push, in-app messaging and other channels
• Design and run agentic workflows, deciding what AI owns and what a human reviews
• Build reporting and dashboards, including AI-assisted monitoring
• Own the lifecycle budget: plan, forecast and justify spend across channels and tooling
• Run the backlog with Marketing, Product, Data, Compliance, Creative and Business, prioritising by impact and delivering
• Run experiments and tests and turn the results into the next decision

Required profile

• Marketing mindset: understands customer psychology and can write copy
• Able to run a backlog, say no with data and keep stakeholders informed
• Uses AI tools daily and has strong views on their strengths and weaknesses
• Thinks in systems, breaking messy processes into steps with human review checkpoints
• Comfortable with new tools and workflows, thrives in "do more with less" environments

Nice to have

• Customer IO, Claude AI, Rudderstack, Mixpanel, Databricks
• SMS, WhatsApp / Viber, web push, in-app messaging
• Budget forecasting, incrementality, attribution, experimentation
• Fintech experience
• Fluency in any of the Baltic languages

What we offer

• 28 days annual leave plus public holidays and your birthday off
• Hybrid work with flexible hours
• Paid sick leave and 3 wellbeing days
• Modern, pet-friendly office in Tallinn with a fully stocked kitchen
• Monthly Stebby allowance for sports and wellness
• Collaborative, multicultural team, regular events and offsites