Lifecycle Marketing Manager

Octopus Legacy; Greater London; Hybrid; GBP 48,000 - 70,000; Full time

Benefits offered by this job

Flexible office days (3 days in London

Remote work up to 2 days

Birthday day off

Life insurance

Health insurance

Will & LPAs

Cycle to work

EV salary sacrifice

Charity match up to £500

Entrepreneurial support

Job summary

Octopus Legacy is seeking a Lifecycle Marketing Manager to build our post-registration and post-purchase experiences from the ground up. You will design tailored email, SMS and letter journeys using customer data to drive retention and lifetime value.

You’ll work with product, sales and design, test campaigns, and develop a referral engine. The role blends strategy with hands-on execution in a fast-growing UK team based in London.

Qualifications

• Proven capability across lifecycle marketing, including acquisition, engagement and retention.
• Hands-on experience with Klaviyo, Braze or Iterable.
• Experience building from scratch, not just optimisation or strategy.
• Customer-first mindset and strong communication skills.

Responsibilities

• Build email, SMS and letter journeys from scratch for registered-but-not-yet-bought users and for customers who have purchased.
• Design segmentation and journey architecture, including life-stage and milestone triggers.
• Test and improve communications to drive retention and long-term value.
• Use customer data for segmentation strategies and predictive models.
• Collaborate with product, sales and design to optimise journeys and content delivery.
• Develop and optimise the referral programme and its messaging.

Skills

Lifecycle marketing

Acquisition

Retention

Data-driven

Email & SMS campaigns

Testing mindset

Communication skills

Tools

Klaviyo

Braze

Iterable

Job description

In 2016 our founder Sam's mum died suddenly in a car accident. Dealing with the shock of her death was tough enough, but the frustration of legal fees and mess that came with it was overwhelming.

Octopus Legacy was created to help people plan for death and find support after someone dies. To make the experience of losing someone that little bit easier, so when someone dies, the people left behind can focus on what truly matters.

Since then we joined the Octopus Group, best known for Octopus Energy, and have grown rapidly, to be one of the UK's largest estate planners, helping over 1 million people navigate one of life's toughest moments. And we're only just getting started.

The role

We're looking for a Lifecycle Marketing Manager to build our post-registration and post-purchase experience from the ground up. You'll use our data to create tailored communication journeys that speak to customers at the right time in the right way - adding value for them, and our business. Our comms land during some of the most important moments in people's lives, and they have to be right.

You'll design the journeys, build strategic segments, write and test tailored comms across a range of formats, and prove they work. You'll build our referral programme engine and find ways of driving value to grow lifetime value for the customer. And you'll develop and maintain a testing and experimentation framework to continuously improve campaign performance.

Our customers span generations. You'll decide what a customer hears from us in the weeks, months and years after they buy, and at the moments in their lives when it matters.

What you'll do

At Octopus Legacy you'll be getting stuck in, no roles are purely strategic - you'll be rolling up your sleeves, testing and learning, and this role will evolve and grow with you and the business. Here's where you'll focus.

• Build email, SMS and letter journeys from scratch, for people who've registered but not yet bought and for customers who've purchased.
• Design the segmentation and journey architecture, including life-stage and milestone triggers.
• Test and improve the comms that drive retention, referral and long-term value.
• Use customer data for segmentation strategies and predictive models.
• Collaborate with product, sales and design to optimise the journey and content delivery.
• Develop, execute and optimise our customer referral programme: the engine and journeys behind it. Our Brand Manager shapes its messaging and creative.

How we'll measure success

• Conversion: lead-to-customer conversion rate.
• Retention: the percentage of members we retain.
• Lifetime value: revenue per customer over their lifetime.
• Customer satisfaction: post-purchase survey scores.
• Referral rate: the percentage of customers who refer someone.

What you'll bring

• Proven capability across lifecycle marketing, including acquisition, engagement and retention.
• Experience building from scratch, not just optimising or just strategy.
• Experience marketing to both open and closed books of customers.
• A customer-first instinct and strong communication skills.
• Hands-on experience in Klaviyo or a similar platform (Braze, Iterable): segmentation, flows, triggers, reporting.
• A testing mindset. You form hypotheses, run experiments, and let data decide what to do next.
• Comfort with direct mail and SMS as well as email.
• Strategic thinking paired with a willingness to roll up your sleeves and do the work yourself. We're a small, fast-paced team; no role is purely strategic, we're all executors.
• A restless growth mindset. You're constantly looking for new ways of leveraging AI tools and other hacks to help us move faster and grow bigger and better.
• You're comfortable talking and writing about death plainly and warmly.
• Experience of working in a rapidly scaling high growth business.

You won’t thrive in this role if:

• You are someone who needs lots of structure, process, or sign‑off to move quickly.
• You’re more comfortable planning than executing or you don’t have hands-on experience.

What you'll get

• Flexible working: 3 days in the office (London Bridge), up to 2 days remote
• Work from anywhere in the world for up to 4 weeks per year
• An extra holiday day for your birthday
• Life insurance, Health insurance, Will & LPAs
• Cycle to Work Scheme and access to the Electric Vehicle (EV) Salary Sacrifice Scheme
• Octopus Giving: we match any charitable fundraising that you do up to £500
• Octopus Springboard: where we help our employees become fully-fledged entrepreneurs

We know that to be truly innovative, we need to have a diverse team around us. That is why Octopus Legacy is committed to creating an inclusive environment and is proud to be an equal opportunity employer.