Lifecycle Marketing Manager

GoHenry; Greater London; Hybrid; GBP 70,000 - 95,000; Full time

Benefits offered by this job

GoFlex – Hybrid work

Birthday Day off

Excellent induction & onboarding

Health plan options or Private Medical

Death in service – 4x salary

Family wellbeing support

Enhanced maternity/paternity leave

Salary Sacrifice options

Job summary

GoHenry, the money app empowering families to teach kids money skills, is seeking a Lifecycle Marketing Manager to lead CRM campaigns from concept to execution. You will partner with Product, Marketing, Support and Legal to design journeys across email, push and SMS with clear hypotheses and KPIs.

The ideal candidate has 5+ years in lifecycle marketing or subscription-based roles, strong data instincts, and hands-on experience with automation platforms like Customer.io and segmentation.

Qualifications

• 5+ years in Lifecycle Marketing, CRM, or customer engagement roles.
• Strong metrics mindset across acquisition, activation and retention.
• Experience with automation platforms (Customer.io) and segmentation/personalisation.
• Cross-functional collaboration across product, marketing, support and legal.

Responsibilities

• Own campaigns from inception to execution and iteration with cross-functional teams.
• Manage CRM channels – email, push and SMS – with defined message, audience and timing.
• Define campaigns with hypotheses, KPIs and segmentation strategies.
• Collaborate with Data Engineering/Analytics to build data flows for measurement.
• Implement and scale testing frameworks (A/B, MAB) to improve performance.
• Monitor campaign performance; translate insights into action.
• Understand GoHenry products to identify activation barriers and engagement levers.
• Review CRM processes and provide improvement recommendations.
• Maintain a roadmap of projects, forecasts and goals.
• Coach and develop the CRM Executive.

Skills

Lifecycle Marketing

CRM

Customer engagement

Cross-functional collaboration

Data-driven decision making

Bias for action

Tools

Customer.io

Job description

GoHenry is the money app giving kids a head start in life as they learn to earn, save, spend and invest – all with parental oversight. Having pioneered a new category in financial education when it launched in 2012, over 2.3 million kids have now learnt money skills with GoHenry.

With the ultimate goal to make every kid smart with money, GoHenry believes the best way to learn is to get hands-on experience with money.

We are looking for a Lifecycle Marketing Manager to join our mission.

What you will do at GoHenry:

• As a key member of the Product team, partner with our development squads, as well as Marketing, Customer Support and Legal to own campaigns from inception to execution and iteration.
• Manage GoHenry's CRM channels – email, push and SMS – defining the right message, audience, and timing across each.
• Define and build campaigns with clear hypotheses, KPIs, and segmentation strategies based on user behaviour and data signals.
• Collaborate with Data Engineering and Data Analytics to build robust data flows that provide our measurement infrastructure.
• Implement and scale testing frameworks (e.g., A/B, MAB) to improve performance.
• Monitor performance at the campaign and cohort level; translate insights into action and iteration.
• Develop a deep understanding of GoHenry products, identifying barriers to account activation, drivers of cancellation and important engagement levers.
• Continuously review and assess CRM processes and workflows, providing recommendations to improve them.
• Maintain a roadmap of key projects and priorities, including forecasts and goal targets.
• Coach and develop our CRM Executive, providing clear direction and helping them grow their craft.

What you will bring to GoHenry:

• Proven track record: 5+ years of experience in Lifecycle Marketing, CRM, or customer engagement roles (preferably in subscription, fintech, or consumer SaaS).
• Deep understanding of metrics: Across acquisition, activation and retention, with the ability to interpret results and apply learnings at scale.
• Platform proficiency: Experience with automation platforms like Customer.io; experience with segmentation, personalisation, and conditional logic.
• Collaboration: A natural cross-functional partner who drives clarity, alignment, and accountability from brief intake through launch and post-campaign analysis.
• Customer empathy: The curiosity to understand the unique needs of families and deliver inclusive experiences that strengthen connections between them.
• Standard-setter: The drive to raise the bar for how we communicate with our customers.
• Bias for action and continuous improvement: A drive to always test, always optimise, raise the bar for our customers and your colleagues, and find a way to get things done – no matter how hard the problem.

What’s in it for you?

All the essentials you would expect, including a workplace pension plan, 33 days of holiday (including public holidays), and great company events!

Plus:

• GoFlex - Work from Home, Office, or a mix of both
• Your Birthday Day off
• Excellent Induction & onboarding programme with ongoing learning & development throughout your career
• A choice between Bupa Health Cash Plan or Bupa Private Medical
• Death in service – 4x your annual salary from month 1
• Physical and Mental Wellbeing support and platforms for you and your family
• Family-friendly leave policies
• Enhanced maternity leave – 20 weeks full basic pay after 2 years’ service and 26 weeks full basic pay after 3 years’ service
• Paternity leave – 4 weeks full pay after probation
• Salary Sacrifice options

We’re proud to say

Our work to empower the next generation has been recognised dozens of times since 2012. Most recently:

• Our Money Missions were named ‘Best Financial Education Journey’ in the 11:FS Pulse 2026 annual report
• We won City AM Dragon Awards ‘Leadership in Financial Literacy’ award in 2024
• We were named in the Top 100 Most Loved Workplaces in the UK in 2023
• We won the Tech for Good award at the Better Society Awards 2023
• GoHenry kids have donated over £770,000 of their own money to NSPCC via their GoHenry accounts

But we want to go much further, and that’s why we need you.

GoHenry is an equal-opportunity employer, and we’re on a mission to foster a diverse & inclusive workplace. Individuals seeking employment at GoHenry are considered without regard to race, religion, national origin, age, sex, gender, gender identity, gender expression, sexual orientation, marital status, medical condition, ancestry, physical or mental disability, military or veteran status, or any other characteristic protected by applicable law.