Partner Lifecycle Manager

Booking.com; Amsterdam; On-site; EUR 100,000 - 170,000; Full time

Job summary

Booking.com is seeking a Senior Lifecycle Marketing Lead to own lifecycle strategy and execution for a defined set of high-potential growth partners. You will lead a small Lifecycle Specialist team, driving onboarding, activation, engagement, retention, and scalable expansion with a strong commercial focus.

You will design and implement repeatable growth programs, measure outcomes, and partner closely with Product, Partnerships, and Operations to maximize partner value and revenue growth.

Qualifications

• 6+ years in lifecycle marketing, CRM or growth marketing in B2B or B2B2C.
• People-management experience or able to lead a small team.
• Strong commercial mindset with programs tied to activation and revenue growth.
• Hands-on marketing automation fluency with journeys and nurture flows.
• Strong analytics with Google Analytics and SQL.
• CRM fluency with Salesforce or equivalent.

Responsibilities

• Define and own lifecycle strategy for the live-partner portfolio: onboarding, activation, engagement, retention, and scalable expansion motions.
• Lead and develop the Lifecycle team; regular 1:1s, clear priorities, program design coaching.
• Personally lead lifecycle growth for defined high-potential partners and opportunities.
• Build repeatable growth programs across onboarding, engagement, product-adoption, retention, and expansion.
• Drive commercial outcomes through lifecycle marketing and translate signals into actions.
• Own lifecycle reporting and measurement with health, engagement, funnel and growth metrics.
• Govern onboarding quality with clear handoffs for activation.
• Surface actionable intelligence to Partner Management, BD, Product and Acquisition teams.
• Provide structured lifecycle input for strategic partner discussions without owning account-management.

Skills

Lifecycle marketing

CRM

Retention

Growth marketing

Partner marketing

People management

Marketing automation

Analytics

Google Analytics

SQL

Salesforce

Tools

Salesforce Marketing Cloud

Pardot

Braze

Marketo

Job description

About The Role

We help some of the world’s most recognized consumer brands—airlines, banks and card issuers, loyalty programs, retailers, fintechs, travel agencies, and large digital platforms—offer travel to their customers, powered by one of the world’s largest travel-commerce supply networks. Our portfolio spans affiliate and accommodation API integrations, private-label and white-label travel platforms, connected-trip experiences, and value-add layers including loyalty, travel media, trip protection, and payments.

We help some of the world’s most recognized consumer brands—airlines, banks and card issuers, loyalty programs, retailers, fintechs, travel agencies, and large digital platforms—offer travel to their customers, powered by one of the world’s largest travel-commerce supply networks. Our portfolio spans affiliate and accommodation API integrations, private-label and white-label travel platforms, connected-trip experiences, and value-add layers including loyalty, travel media, trip protection, and payments.

This role leads the Lifecycle team responsible for growing value from live partners after launch. The Acquisition team wins the logo; Lifecycle drives activation, engagement, retention, and scalable expansion across the partner base.

You are a player-coach: leading a small team of Lifecycle Specialists while personally owning lifecycle strategy and execution for a defined set of high-potential growth partners and priority commercial initiatives. You will bring commercial discipline to lifecycle marketing—turning partner signals into programs that grow adoption, revenue, product usage, and retention.

This is not an account-management role. You will work closely with Partner Management, BD, Product, and Operations, but your ownership is the lifecycle growth engine: the strategy, programs, measurement, and operating rhythm that help partners realize more value over time.

What you’ll do:

• Define and own lifecycle strategy for the live-partner portfolio: onboarding, activation, engagement, retention, and scalable expansion motions. Set quarterly goals, measurement standards, and the team’s operating rhythm.


• Lead and develop the Lifecycle team. Run regular 1:1s, set clear priorities, coach on program design and commercial thinking, and allocate work across the portfolio effectively.


• Personally lead lifecycle growth for a defined group of selected, high-potential partners and priority opportunities. Design and run the programs that increase adoption, usage, retention, and commercial value.


• Build repeatable growth programs across the portfolio, including onboarding journeys, engagement campaigns, product-adoption initiatives, retention interventions, and expansion triggers.


• Drive commercial outcomes through lifecycle marketing. Translate portfolio and funnel signals into actions that improve activation, conversion, product adoption, retention, and revenue. Experience carrying or being directly accountable to commercial targets is strongly valued.


• Own lifecycle reporting and measurement. Establish clear health, engagement, funnel, and growth metrics; create regular internal performance readouts; and ensure the team can identify what is working, what is at risk, and where to focus next.


• Govern onboarding quality. Define the handoff and intake process for newly signed partners so Lifecycle receives the information needed to activate partners quickly and effectively.


• Surface actionable intelligence to the wider organization. Share expansion triggers, churn-risk indicators, product feedback, and live-partner insights with Partner Management, BD, Product, and Acquisition teams.


• Provide structured lifecycle input for strategic partner discussions when needed—such as marketing performance, engagement insights, and growth opportunities—without owning account-management or QBR processes.

Requirements:

• At least 6 years of experience in lifecycle marketing, CRM, retention, customer marketing, growth marketing, or partner marketing in a B2B or B2B2C environment.


• People-management experience, or clear evidence that you can lead, develop, and raise the standard of a small team.


• A strong commercial mindset. You have designed programs tied to measurable business outcomes such as activation, revenue growth, retention, product adoption, conversion, or expansion.


• Hands-on marketing automation fluency. You have built journeys, triggered programs, nurture flows, or segmentation logic in a platform such as Salesforce Marketing Cloud, Marketing Cloud Account Engagement/Pardot, Braze, Marketo, or equivalent.


• Strong analytics capability. You are comfortable analyzing a lifecycle funnel, diagnosing performance, and turning data into practical actions. Working knowledge of Google Analytics and SQL is required.


• CRM fluency. Comfortable working in Salesforce or an equivalent CRM to interpret partner signals, manage lifecycle data, and support reporting.


• Cross-functional collaboration and executive communication. You can work effectively with Partner Management, BD, Product, and Operations without direct authority, and communicate recommendations clear to senior stakeholders.

Bonus points

• Experience in travel, travel-tech, fintech/payments, marketplaces, or partnership-led B2B2C businesses.


• Experience managing both early-lifecycle programs (onboarding and activation) and mature-lifecycle programs (engagement, retention, and expansion).


• Direct responsibility for a commercial target, especially in a long-tail or portfolio-growth environment.
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