Lifecycle & Value Management Lead: Loyalty & CRM

Belo Medical Group; Philippines; On-site; PHP 900,000 - 1,300,000; Full time

Job summary

Belo Medical Group is seeking a Customer Lifecycle & Value Management Lead to drive segmentation, lifecycle journeys, loyalty programs, and campaign orchestration initiatives that convert insights into measurable business impact.

You will own the lifecycle from onboarding to retention, define triggers and offers, manage the loyalty program's growth, and coordinate multi-channel campaigns across SMS, email, and outbound calls.

Qualifications

• Bachelor’s degree in Marketing, Business, Commerce, Customer Management, Communications, or a related discipline.
• 7–10 years of experience in lifecycle marketing, CRM, customer retention, loyalty, or customer value management.
• Proven experience developing customer segmentation frameworks and multi-stage lifecycle journeys.
• Experience managing a loyalty, membership, or customer benefits program, including commercial performance.
• Experience coordinating customer interventions across SMS, email, outbound calling, and other direct channels.
• Strong ability to translate customer analytics into actionable segments, journeys, offers, and campaign strategies.

Responsibilities

• Own the customer lifecycle and segmentation framework across lifecycle stage, recency, frequency, value, engagement, churn risk, dormancy, and loyalty status.
• Develop customer journeys covering onboarding, activation, repeat visits, retention, lapse prevention, reactivation, and loyalty progression.
• Define triggers, timing, channel sequencing, messaging, offers, and next-best actions.
• Translate customer analytics and insights into practical segment and campaign rules.
• Own the strategy, customer proposition, operating model, and commercial performance of the loyalty program.
• Monitor enrolment, engagement, retention, incremental visits, customer lifetime value, program costs, and ROI.
• Manage the monthly customer lifecycle campaign calendar.
• Coordinate campaigns across SMS, email, outbound calling, and other direct channels.
• Develop clear operational campaign briefs covering target audiences, offers, sequencing, timing, scripts, and measurement.
• Monitor campaign and call-center performance and incorporate learnings into future journeys and loyalty initiatives.

Skills

Lifecycle marketing

CRM

Campaign orchestration

Stakeholder coordination

Data-driven decision making

Channel management

Education

Bachelor’s degree in Marketing/Business/Communications

Tools

CRM systems

Campaign management tools

Job description

Belo Medical Group is seeking a Customer Lifecycle & Value Management Lead to drive segmentation, lifecycle journeys, loyalty programs, and campaign orchestration initiatives that convert insights into measurable business impact.

You will own the lifecycle from onboarding to retention, define triggers and offers, manage the loyalty program's growth, and coordinate multi-channel campaigns across SMS, email, and outbound calls.