Senior Customer Lifecycle Manager

Lifecycle Marketing Manager

The Lifecycle Marketing Manager plays a pivotal role in leading and owning the annual lifecycle marketing plan, focusing on driving customer activation, engagement, and retention through CRM automation and triggered CRM lifecycle campaigns.

This position requires a strong performer with expertise in CRM Campaigns, capable of proactively building a body of strategic, 'out of the box' & optimised campaigns. The successful candidate will possess a deep understanding of customer behaviour, advanced data analysis skills, and effective communication abilities.

Key Responsibilities:

• Adapt to a dynamic business environment, prioritising change management and resilience for success.
• We strive for continuous improvement, encouraging employees to suggest better ways of working, aiming to exceed customer expectations.
• Plan work efficiently, being prepared to seize opportunities and mitigate risks in our ever-changing industry.

CRM Strategy Overview:

• Develop and implement comprehensive CRM strategies and annual plans to drive growth, customer engagement, and retention.
• Create and optimise a suite of strategic always-on retention campaigns, including always-on engagement and churn prevention campaigns to improve customer tenure.
• Regularly review campaign results, identifying opportunities for campaign optimisation.

Growth & Retention Performance Management:

• Analyse data to identify key customer base trends and insights, driving decision-making in customer lifecycle strategy development.
• Gain in-depth knowledge of the mobile base, including customer base movements during the lifecycle, and identify cohorts more likely to disconnect or purchase additional services.
• Design treatments and offers meeting commercial outcomes while delivering great customer experiences.
• Support the development of business cases for commercial approval of below-the-line offers required to meet customer expectations and achieve commercial targets.

Campaign Delivery & Marketing Automation:

• Design and execute targeted Adhoc CRM campaigns aligned with broader Marketing and Product campaigns, collaborating with teams to ensure CRM strategy aligns with the overall Marketing Strategy and Product Roadmap.
• A/B test content, channels, and timings using MA platforms to personalise and optimise customer journeys, maximising open rates and click-through rates.
• Manage end-to-end build and delivery of lifecycle campaigns and automation journeys across multiple channels.
• Monitor and analyse campaign performance, providing post-campaign insights and recommendations on CRM performance and business KPIs.
• Manage vendors, including campaign and initiative delivery roadmaps, holding partners accountable and on track.
• Provide regular updates and reports of campaign performance to senior leadership teams.

Requirements and Qualifications:

• Data-driven marketing and customer lifecycle management experience, preferably in telecommunications, financial, or membership-based industries.
• Bachelor's degree in Business Administration, Marketing, or related field.
• Exceptional communication, influencing, persuasion, presentation, and interpersonal skills.
• Strong independent and collaborative problem-solving skills, with the ability to translate creative ideas into impactful executions.
• Strong curiosity and critical thinking skills.
• Demonstrable ability to simplify complex tasks.
• Ability to work independently at pace, managing multiple projects simultaneously.
• Demonstratable ability to deliver commercial outcomes from ideation to execution, including business case development.
• Significant experience leading and delivering personalisation and customisation of marketing messages.
• Strong bias for action and ownership – accountable for seeing things through.
• Strong analytical skills with the ability to think strategically.
• Advanced knowledge and experience using data to enable marketing automation platforms such as Braze, Salesforce, Adobe Marketing Cloud, Marketo, or Pega.
• Strong project management and cross-functional collaboration skills.
• Experience working in an Agile approach and using Jira and Confluence are advantageous.
• Fast and willing learner.

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