Nabilah Abu Bakar is Director of Lifecycle Marketing at Bilt, with nearly 10 years of experience building and scaling lifecycle marketing programs across high-growth startups, primarily in healthtech and fintech. At Bilt, she owns lifecycle strategy across email, SMS, and push notifications, focused on creating relevant, personalized experiences that drive member engagement.Her work at Bilt has included developing lifecycle programs for key member moments, building personalized engagement campaigns powered by Bilt’s in-house recommendation model, and advancing lifecycle operations through automation and new Braze capabilities.Throughout her career, she has worked in fast-paced startups, building lifecycle programs from the ground up and partnering closely with Product, Engineering, and Data to turn customer insights into more relevant experiences and measurable business outcomes.Originally from Malaysia, Nabilah grew up across several countries, including South Korea and China, before moving to the U.S. to attend The Pennsylvania State University, where she graduated with honors in Marketing. She later lived in Toronto before relocating to New York City in 2024.