Airwallex
About the Case Study
Problem Statement
Airwallex is a global fintech experiencing rapid customer growth across multiple markets. As acquisition scaled quickly, the business wanted to shift toward a self-serve model, reducing dependency on sales and enabling customers to onboard, activate, and discover products independently. This required building a complete lifecycle and CRM foundation from scratch — including data triggers, segmentation logic, onboarding flows, product adoption journeys, experimentation frameworks, and multi-channel campaigns.
JR scaled Airwallex’s lifecycle program from the ground up, building global CRM foundations and data-driven journeys that significantly improved activation and product adoption. He was proactive, strategic, and consistently delivered high-impact lifecycle work across teams. A pleasure to work with.
Alexandru Baltat
Global Lifecycle Lead, Airwallex
Things I Did
Built Airwallex’s lifecycle programs from 0 to 1, designing global onboarding, lead nurture, and product adoption flows that supported millions of users across regions.
Created full-funnel CRM automation across email and web-app, driving improvements in activation, KYC conversion, product adoption, and multi-product usage.
Designed data-driven segmentation models based on industry, intent, region, and behavioral signals to deliver more relevant, personalized experiences.
Implemented scalable automation frameworks in Marketo, from event-triggered programs to multi-stage nurture journeys with dynamic content and rules.
Built an experimentation and A/B testing system validated by Data Science to continuously improve onboarding and lifecycle performance.
Partnered cross-functionally with Product, Design, Content, and Growth to deliver cohesive lifecycle experiences across all owned channels.
Ensured global consistency while adapting lifecycle programs for APAC, EMEA, CN, and US audiences.
