Lifecycle Marketing Lead

Forbes Australia; Sydney; On-site; AUD 140,000 - 190,000; Full time

Job summary

Forbes Australia is seeking a hands-on Lifecycle Marketing Lead to turn audience growth into stronger subscription, retention and membership outcomes. This senior role blends CRM, lifecycle and retention leadership with end-to-end ownership across onboarding, activation and win-back strategies.

You’ll work closely with editorial, product, data and commercial teams to shape the lifecycle. Expect to build scalable processes, lead testing, and drive incremental improvements for a premium brand.

Qualifications

• 5+ years’ experience in CRM, lifecycle, retention, subscription or customer marketing.

Responsibilities

• Build lifecycle roadmap across registration, onboarding, conversion, engagement, retention, renewal and reactivation.
• Personally build or improve high-value journeys (welcome, onboarding, renewal, win-back).
• Define segmentation, frequency, consent, preference and suppression rules.
• Build the systems around lifecycle marketing – briefs, SOPs, templates, QA controls and reporting.
• Own testing and measurement with focus on incremental conversion and retention.
• Coordinate with offshore marketing support to scale repeatable execution.
• Work closely with editorial, product, data, subscriptions, customer service and commercial teams.
• Use audience and subscriber behaviour to support broader membership growth.

Skills

Lifecycle marketing

CRM management

Retention marketing

Subscription marketing

Cohort analysis

Tools

Braze

Salesforce Marketing Cloud

Iterable

HubSpot

Klaviyo

MoEngage

Job description

Forbes Australia is looking for a Lifecycle Marketing Lead to help turn audience growth into stronger subscription, retention and membership outcomes.

Since launching in 2022, Forbes Australia has grown across digital, print, events and membership. As our subscriber base continues to scale, we want to build a smarter lifecycle around that audience - from registration and newsletter engagement through to paid conversion, onboarding, retention, renewal and win-back.

This is a hands-on leadership role for someone who already has strong CRM, lifecycle or retention experience and is ready to take on broader ownership. At Forbes Australia, you’ll have the opportunity to shape much more of the picture.

What you’ll own

• Build the lifecycle roadmap across registration, onboarding, conversion, engagement, retention, renewal and reactivation
• Personally build or improve the highest-value journeys, including welcome, registration nurture, paid onboarding, low-engagement rescue, renewal, failed-payment recovery, cancellation save and win-back
• Define segmentation, frequency, consent, preference and suppression rules
• Build the systems around lifecycle marketing - briefs, SOPs, templates, QA controls and reporting
• Own testing and measurement, with a focus on incremental conversion and retention, not just opens and clicks
• Use offshore marketing support to scale repeatable execution, providing clear briefs, standards and quality control
• Work closely with editorial, product, data, subscriptions, customer service and commercial teams
• Use audience and subscriber behaviour to support broader membership growth, including Forbes Club

Who we’re looking for

You’re likely already a strong Lifecycle Marketing Manager, CRM Manager, Retention Manager, Subscriber Marketing Manager or Senior CRM Manager and are ready for broader ownership.

• 5+ years’ experience in CRM, lifecycle, retention, subscription or customer marketing
• Strong experience in a subscription, membership, recurring-revenue or sophisticated retention environment
• Hands-on journey-building experience in Braze, Salesforce Marketing Cloud, Iterable, HubSpot, Klaviyo, MoEngage or similar
• Evidence of improving activation, conversion, retention, renewal or win-back outcomes
• Strong segmentation, testing and measurement capability, including confidence reading behavioural and cohort data
• Working knowledge of consent, deliverability, preference management, suppression and campaign QA
• Strong commercial judgement and excellent copy standards suited to a premium brand
• The ability to turn good execution into clear systems and processes others can follow
• Confidence working across teams and with senior stakeholders
• Experience working with junior, agency, offshore or distributed marketing support, with the ability to brief clearly, maintain quality and delegate effectively.

You don’t need to come from media

Experience in publishing or digital subscriptions is valuable, but it isn’t essential.

We are equally interested in people from other subscription, membership or recurring-revenue businesses where lifecycle marketing directly influences conversion, retention and customer value.

Experience with payment recovery, cancellation-save programmes, pricing or offer testing, SQL or BI tools, premium professional audiences, publisher subscription technology, HTML/CSS or martech migration would be highly regarded.

Why Forbes Australia?

Because this isn’t a role where you’ll inherit a mature lifecycle programme and simply keep it running. There is real work to build. You’ll have the Forbes brand behind you, direct access to the teams shaping our products and audiences, and the opportunity to build the journeys, systems, team capability and measurement discipline that support the next stage of subscriber and membership growth.