Head of Lifecycle Marketing

GWI; City Of London; Hybrid; GBP 70,000 - 90,000; Full time

Job summary

A dynamic marketing firm in London is seeking a Head of Lifecycle Marketing to establish and scale their marketing function. This role involves designing customer engagement strategies and optimizing user journeys to drive growth. Ideal candidates will possess a blend of technical and creative skills, demonstrating strong leadership in developing marketing strategies. The position offers flexibility with a hybrid work model, competitive salary, and comprehensive benefits.

Benefits

25 days annual leave

Health cash plan

Competitive salary

Flexitime options

Volunteering opportunities

Qualifications

• Proven experience in building lifecycle marketing functions.
• Strong analytical skills to interpret customer data.
• Ability to lead and mentor a team.

Responsibilities

• Build and scale the lifecycle marketing function.
• Define global lifecycle marketing strategy.
• Drive customer activation, adoption, and retention.

Skills

Lifecycle marketing strategy

Data analysis

Customer segmentation

Cross-functional collaboration

A/B testing

Job description

Office requirement: Hybrid, 1 day in office

Employment type: Permanent

At GWI we’re always looking for extraordinary people who thrive on making an extraordinary impact. Right now we’re looking for a Head of Lifecycle Marketing to play a key role in our Marketing Team in London. If that’s you, and making a difference gets you out of bed in the morning, keep reading. It could be the start of something, well, extraordinary.

As our Head of Lifecycle Marketing you’ll:

Build and scale our lifecycle marketing function from the ground up. Reporting to the VP of Growth Marketing, this role is ideal for a builder—someone who thrives in ambiguity, is both highly technical and creative, and can establish scalable infrastructure, programs, and processes that deliver measurable impact.

The core responsibility of this role is to drive customer activation, adoption, and retention across the lifecycle. You’ll design lifecycle motions that support our Product-Led Growth (PLG) strategy and complement our Sales-Led Growth (SLG) priorities, ensuring lifecycle becomes a core driver of growth.

You’ll own the customer journey across marketing and product touchpoints, leveraging behavioral data to design and execute lifecycle programs that deepen engagement, improve retention, and accelerate expansion. It’s also fun; shaking things up is what working for a growing company is all about. So you’ll need to be flexible, comfortable with continuous change, and working in a high-tempo environment as we grow.

What do I need to bring with me?

You’ll need to be able to demonstrate the core skills this role requires. Here’s what the team will be looking for in you:

Strategy & leadership

• Stand up GWI’s lifecycle marketing function from the ground up — creating strategy, processes, and scalable foundations.
• Define the global lifecycle marketing strategy, roadmap and operating model focused on user activation, adoption and retention.
• Lead and mentor one direct report, setting clear priorities and supporting their development while building the foundations for scaling the team over time.
• Establish ways of working across Growth, Product, and Revenue that embed lifecycle as a core growth lever.
• Act as the lifecycle marketing voice in cross-functional initiatives, aligning programs with product strategy and company objectives.
• Develop customer segmentation frameworks based on product usage, value, and behavior.
• Partner with product and data teams to build the enablement infrastructure: event instrumentation, data pipelines, and behavior-based triggers.
• Collaborate with marketing ops and product to build and optimize the lifecycle tech stack across email, in-app, CRM, and other channels.
• Set up and run structured experiments to improve activation, retention, and LTV, iterating based on results.
• Partner with our Monetisation & Lifecyle Strategist to align lifecycle programs with upsell and cross-sell opportunities.
• Champion an experimentation culture, running structured A/B tests to optimize lifecycle programs and customer journeys.
• Design and deliver onboarding, activation, and engagement programs that shorten time-to-value and deepen product usage.
• Build lifecycle initiatives such as onboarding journeys, nurture flows, in-product messaging, and customer education that scale across regions and segments.
• Create lifecycle journeys that drive conversion from free to paid, adoption of new features, and account expansion.
• Ensure programs are personalized, behaviour-driven, and measurable across the user journey.

Cross-functional collaboration

• Partner with Product and Product Marketing to ensure lifecycle programs align with onboarding flows, usage milestones, and adoption priorities.
• Collaborate with Demand Gen and Performance Marketing to create a seamless growth engine that connects acquisition with engagement.
• Work with Revenue and Customer Success to ensure lifecycle complements high-touch engagement for strategic accounts.
• Partner with Marketing Operations to ensure lifecycle campaigns are data-driven, tracked, and reported accurately.

Measurement & Reporting

• Define lifecycle KPIs across activation, engagement, retention, expansion, and revenue contribution.
• Partner with Analytics to build the reporting framework and dashboards that provide visibility into lifecycle health and performance.
• Deliver regular updates and insights to the VP of Growth Marketing and executive stakeholders.

Equally important is attitude. We want people who think big (to make an impact), ask why (to find a better way), and show respect (to everyone, at every level, all the time). Those are our values, and they’re a big part of what we’re looking for in you.

Why Join Us

• Build and lead the lifecycle marketing function at GWI, shaping how we engage users from onboarding to advocacy.
• Partner with Product, Growth, and Revenue leaders to make lifecycle a core driver of both PLG and SLG motions.
• Build and mentor a team of lifecycle marketers, scaling programs that deliver measurable impact.
• Be part of a mission-driven, customer-first culture that values innovation, collaboration, and commercial results.

What We Offer

At GWI, you’ll find meaningful work, visible impact, and a culture that empowers you to do your best. Our package includes:

• Time to recharge – 25 days annual leave, plus office closures over the holidays
• Health & wellbeing – Health cash plan, enhanced family benefits, carer days, mental health support
• Financial benefits – Competitive salary, 4% pension matching, recognition and reward programs
• Flexibility & balance – Flexitime, early Friday finishes, hybrid/remote options, “work from home” budget
• Community & impact – DE&I committee, volunteering opportunities, donation matching, payroll giving

Diversity, Equity & Inclusion

Diversity is fundamental to who we are—both as a data company and as a workplace. Our data reflects global realities, and so must our teams. We strive to ensure our workforce is as diverse and inclusive as the insights we provide to our clients.

As a Disability Confident employer, we welcome applications from disabled candidates and are committed to providing all necessary adjustments during the hiring process. We also actively encourage applications from underrepresented and marginalized communities.

At GWI, you will find a place where you can contribute meaningfully, grow professionally, and belong fully.

Privacy notices and equal opportunity statements are maintained in our process as appropriate.