Lifecycle Marketing Manager — Personalised Journeys & Growth

VMA Group; England; Hybrid; GBP 55,000 - 85,000; Full time

Job summary

VMA Group is seeking a Customer Lifecycle Marketing Manager to own customer engagement across the full lifecycle and maximise Customer Lifetime Value. You will develop personalised journeys, CRM communications and marketing automation for onboarding, retention, re-contracting, upsell, advocacy and win-back.

The role requires collaboration with Customer Services, Commercial, Insight and Digital teams to leverage data and behavioural insights for targeted engagement.

Qualifications

• Significant experience in CRM, customer lifecycle marketing, customer engagement or marketing automation, ideally within telecoms or another subscription-based consumer business.
• Strong understanding of customer lifecycle strategy, journey design, segmentation and personalised customer communications.
• Hands-on experience using CRM, marketing automation and campaign management platforms.
• Strong commercial understanding of retention, churn, Customer Lifetime Value, re-contracting, cross-sell and upsell.
• Experience using customer data, behavioural insight and segmentation to develop targeted marketing activity.
• Understanding of automated customer journeys, lifecycle triggers and Next Best Action approaches.
• Experience of customer analytics, propensity modelling or AI-enabled customer engagement would be advantageous.
• Commercially minded, analytical and customer-focused, with the ability to work effectively across Marketing, Commercial, Digital, Insight and Customer Services teams.

Responsibilities

• Develop and deliver the customer lifecycle marketing strategy, supporting retention, engagement, loyalty and Customer Lifetime Value.
• Design and optimise personalised customer journeys across onboarding, activation, product education, retention, re-contracting, win-back and advocacy.
• Own customer communications across the lifecycle, ensuring messaging is timely, relevant, customer-centric and commercially effective.
• Develop programmes to increase retention, product adoption, upgrades, cross-sell and re-contracting.
• Work closely with Insight and Commercial teams to use segmentation, behavioural data and predictive analytics to improve customer targeting and personalisation.
• Develop Next Best Action capabilities, using customer behaviour, lifecycle triggers and propensity modelling to determine the most relevant customer interaction.
• Build automated and trigger-based CRM journeys that respond intelligently to customer behaviour and key lifecycle events.
• Develop customer loyalty, referral and advocacy programmes that strengthen retention and encourage customer recommendations.
• Embed a structured test-and-learn approach across customer journeys, messaging, channels, timing and personalisation.
• Track lifecycle performance across key measures including churn, Customer Lifetime Value, re-contracting, upsell, advocacy, NPS and engagement.

Job description

VMA Group is seeking a Customer Lifecycle Marketing Manager to own customer engagement across the full lifecycle and maximise Customer Lifetime Value. You will develop personalised journeys, CRM communications and marketing automation for onboarding, retention, re-contracting, upsell, advocacy and win-back.

The role requires collaboration with Customer Services, Commercial, Insight and Digital teams to leverage data and behavioural insights for targeted engagement.