Customer Relationship Management Lead

Finyard; Dubai; On-site; AED 300,000 - 420,000; Full time

Job summary

Finyard is seeking a seasoned CRM and lifecycle marketing expert to design and optimise end-to-end programmes across the full client journey. You will analyze behaviour, craft segmentation-based journeys, and own cross-channel communications including email, push, in-app, and messaging touchpoints.

You will collaborate with product, BI, engineering and regional teams to ensure compliant, measurable and impactful campaigns with strong copywriting and a data-driven approach.

Qualifications

• 5+ years of experience in CRM, lifecycle marketing, retention marketing or customer engagement.
• At least 2 years of fintech experience.
• Proven end-to-end lifecycle programmes design and execution.
• Strong understanding of onboarding, activation, engagement, retention and reactivation.
• Ability to translate barriers into practical CRM journeys.
• Excellent written English and copywriting; independent and compliant communication.

Responsibilities

• Design and develop lifecycle communication programmes across the full client journey: registration, activation, engagement, retention, churn prevention, reactivation and high-value client treatment.
• Analyse customer behaviour and identify drop-offs, areas for education, reassurance needs or relevant product paths.
• Build journeys based on audience segments, triggers, activity, product usage and priorities.
• Define messages, channels, timing and call-to-action for different segments and stages.
• Own cross-channel CRM communication across email, push, in-app, website, chat, WhatsApp and sales/support touchpoints.
• Create client-facing copy and content for lifecycle campaigns and onboarding flows.
• Develop message logic, talk tracks and guidelines for sales and support when follow-up is needed.
• Collaborate with product, BI, engineering, sales, support and regional teams to ensure relevance, feasibility, measurability and compliance.
• Define CRM data and segmentation needs, including triggers and client attributes.
• Run continuous testing and optimisation of campaigns, including subject lines, timing, content, offers and audience logic.
• Monitor and report performance to identify improvements, scale or stop efforts.
• Maintain a consistent tone of voice across regions and segments; ensure compliance.

Skills

CRM strategies

Lifecycle marketing

Retention marketing

Copywriting

Data analysis

Cross-functional

Tools

Braze

Iterable

Customer.io

Optimove

CleverTap

OneSignal

ZohoCRM

Solitics

Job description

What you will be responsible for

• Design and develop lifecycle communication programmes across the full client journey: registration,activation, engagement, retention, churn prevention, reactivation and high-value client treatment.
• Analyse customer behaviour and identify where clients drop off, lose interest, need education, require reassurance, or may benefit from a more relevant product or communication path.
• Build communication journeys based on audience segments, behavioural triggers, client activity, product usage and business priorities.
• Define what message, channel, timing and call-to-action should be used for different client segments and lifecycle stages.
• Own cross-channel CRM communication across email, push, in-app messages, website or platform touchpoints, chat, WhatsApp / messengers, and sales or support touchpoints where relevant.
• Create client-facing copy and content for lifecycle campaigns, onboarding flows, retention journeys, reactivation campaigns, educational sequences.
• Develop message logic, talk tracks, macros or communication guidelines for sales and customer support teams where CRM communication requires human follow-up.
• Work with product, BI, engineering, sales, support, compliance and regional teams to make sure lifecycle communication is relevant, technically feasible, measurable and compliant.
• Define CRM data and segmentation needs, including behavioural signals, triggers and client attributes required to run effective journeys.
• Run continuous testing and optimisation of lifecycle campaigns, including subject lines, timing, content, offers, channel mix, journey structure and audience logic.
• Monitor and report performance of CRM flows and campaigns, using data to identify what should be improved, scaled or stopped.
• Maintain a consistent tone of voice across client communications, including communication adapted for different regions and client segments.
• Ensure that client-facing communication meets relevant compliance and legal requirements.

Requirements

5+ years of experience in CRM, lifecycle marketing, retention marketing, customer engagement or a similar area.

At least 2 years of experience in the fintech environment.

Proven experience designing lifecycle programmes end to end, not only executing standalone campaigns created by someone else.

Strong understanding of customer lifecycle mechanics: onboarding, activation, engagement, retention, churn prevention and reactivation.

Ability to identify behavioural barriers, lifecycle gaps and engagement opportunities, then translate them into practical CRM journeys.

Strong business and customer thinking: ability to understand what kind of message, hook, content or channel is likely to work for a specific client segment.

Hands‑on experience with segmentation, behavioural triggers, journey logic, A/B testing and CRM performance analysis.

Experience with CRM or marketing automation platforms such as Braze, Iterable, Customer.io, Optimove, CleverTap, OneSignal, ZohoCRM, Solitics or similar.

Understanding of cross‑channel CRM mechanics across email, push, in‑app messages, chat, messengers and sales / support communication.

Excellent written English and strong copywriting skills; ability to write clear, engaging and compliant client‑facing communication independently.

Comfortable working with behavioural, product and CRM data: defining segments, interpreting results and understanding what should be tested or improved.

Ability to work independently, structure work clearly and take ownership of outcomes under a service agreement model.

Nice to have

Experience adapting CRM communication for international markets such as MENA, SEA, Africa or LATAM.

Experience building CRM programmes from an early or underdeveloped stage.

Experience creating message libraries, tone‑of‑voice guidelines or reusable lifecycle communication frameworks.

Experience working with educational client journeys or event‑driven communication.

Hiring process

• Introductory call with the Talent Acquisition team.
• Written exercise. You will be given one of our existing onboarding emails to rewrite, a reactivation brief, and a live market event with a short window to draft the pre-event and post-event messages. This is the core of our assessment.
• Technical and strategy interview: journey design, segmentation, measurement.
• Final interview with the Chief Revenue Officer.