Overview:
Lifecycle Marketing Managers focus on nurturing and engaging customers throughout their entire journey, from acquisition to retention and re-engagement. They design and implement data-driven campaigns tailored to different customer lifecycle stages to maximise customer lifetime value (LTV) and reduce churn.
Duties & Responsibilities:
- Develop and execute lifecycle marketing strategies that drive engagement, conversion, and retention
- Design automated customer journeys using personalised messaging across email, SMS, push notifications, and in-app messaging
- Work closely with data teams to analyse customer behaviour, segmentation, and lifecycle trends
- Implement customer segmentation models to tailor communications for different audience groups (e.g., new users, active users, churn-risk customers)
- Collaborate with content, design, and product teams to create compelling lifecycle messaging
- Test and optimise customer touchpoints through A/B testing and performance analysis
- Monitor KPIs such as customer retention rate, churn rate, engagement, and repeat purchase rates
- Ensure campaigns align with GDPR and data privacy regulations
Skills & Qualifications:
- Proven experience in lifecycle, retention, or CRM marketing
- Strong understanding of marketing automation platforms such as Braze, HubSpot, Salesforce Marketing Cloud, or Marketo
- Ability to analyse data and translate insights into actionable marketing strategies
- Knowledge of behavioural psychology and customer segmentation techniques
- Experience working cross-functionally with product, engineering, and design teams
