Director, CRM

It all started with an idea at Block in 2013. Initially built to take the pain out of peer-to-peer payments, Cash App has gone from a simple product with a single purpose to a dynamic ecosystem, developing unique financial products, including Afterpay/Clearpay, to provide a better way to send, spend, invest, borrow and save to our 50+ million monthly active customers. We want to redefine the world’s relationship with money to make it more relatable, instantly available, and universally accessible.

Today, Cash App has thousands of employees working globally across office and remote locations, with a culture geared toward innovation, collaboration and impact. We’ve been a distributed team since day one, and many of our roles can be done remotely from the countries where Cash App operates. No matter the location, we tailor our experience to ensure our employees are creative, productive, and happy.

The Role

We’re looking for a Head of Commerce Customer Growth & Engagement to lead CRM & lifecycle,marketing across Afterpay and Cash App Pay. This role will own how we drive adoption, habituation, and long-term value of our commerce products across both the Cash App and Afterpay customer cohorts.

You’ll lead a high-impact CRM & lifecycle team responsible for turning first-time users into habitual customers—making Afterpay (and Cash App Pay) part of customers’ everyday spending behavior. This role sits at the intersection of growth strategy, lifecycle execution, technology, and profit optimization, and partners closely with Product, Creative, Sales, Partner Marketing, and Channel teams.

You Will

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  Lead CRM & Lifecycle Strategy

  
  
  
  
  • Own the end-to-end lifecycle roadmap across Cash App and Afterpay, from acquisition activation through long-term habituation and retention.
  
  
  • Drive adoption of Afterpay within Cash App and key products within Afterpay (e.g., Pay Monthly, Apple Pay, SUP).
  
  
  • Minimize “one-and-done” behavior and build repeat usage by embedding Afterpay into customers’ everyday commerce habits.
  
  
  
  

  Drive Growth With a Profit Lens

  
  
  
  
  • Build and execute a cohort-based habituation strategy across Cash App and Afterpay, grounded in variable profit impact.
  
  
  • Deeply understand the incremental value and profitability of each cohort and prioritize lifecycle investments to maximize marketing’s impact against overarching variable profit goals.
  
  
  • Set clear success metrics and continuously optimize based on performance and learnings.
  
  
  
  

  Own Lifecycle Technology & Automation

  
  
  
  
  • Lead the migration to Braze, owning platform strategy, implementation, and long-term scalability.
  
  
  • Drive innovation in how we use technology and tools to automate and optimize audience creation, campaign execution, and content development.
  
  
  • Partner with data, engineering, and martech teams to push the sophistication of personalization, experimentation, and orchestration.
  
  
  
  

  Merchant & Commerce Enablement

  
  
  
  
  • Own how new merchant launches and merchant-driven events are surfaced across lifecycle and CRM channels.
  
  
  • Ensure merchant content is timely, relevant, and meaningfully drives customer engagement and conversion.
  
  
  
  

  Cross-Functional Leadership

  
  
  
  
  • Serve as the primary growth and lifecycle marketing partner for Sales and Partner Marketing across Afterpay and Cash App Pay.
  
  
  • Work closely with Creative, Product Marketing, Comms, Social, and other channel teams to deliver cohesive, customer-first experiences across touchpoints.
  
  
  • Translate business priorities into clear lifecycle plans and briefs that teams can execute against.
  
  
  
  

  Team Leadership

  
  
  
  
  • Manage and mentor a small, high-performing team of FTEs and contractors, fostering strong prioritization, executional excellence, and growth mindset.
  
  
  • Set clear goals, provide coaching, and create an environment where the team can do their best work.
  
  

You Have

• 12+ years and leadership experience in CRM, lifecycle, or engagement marketing, ideally within fintech, commerce, or consumer tech.


• Proven track record of driving adoption, retention, and habituation at scale.


• Strong strategic thinker with the ability to connect customer behavior, marketing tactics, and profit outcomes.


• Deep experience with lifecycle platforms (Braze experience a big plus) and marketing automation.


• Exceptional cross-functional partner with the ability to influence Product, Sales, Creative, and Marketing peers.


• Comfortable leading lean teams and getting hands-on when needed.

We're working to build a more inclusive economy where our customers have equal access to opportunity, and we strive to live by these same values in building our workplace. Block is an equal opportunity employer evaluating all employees and job applicants without regard to identity or any legally protected class. We will consider qualified applicants with arrest or conviction records for employment in accordance with state and local laws and “fair chance” ordinances. We believe in being fair, and are committed to an inclusive interview experience, including providing reasonable accommodations to disabled applicants throughout the recruitment process. We encourage applicants to share any needed accommodations with their recruiter, who will treat these requests as confidentially as possible. Want to learn more about what we're doing to build a workplace that is fair and square? Check out our I+D page.