Senior Lifecycle Marketing Manager Jobs

(Senior) Lifecycle Marketing Manager

From $28/yr

At FORMEL SKIN, part of the VOY family, we're redefining how people access healthcare. Together, we're building one of Europe's leading digital health platforms, helping millions of people improve their health through personalised treatments across dermatology, weight management, and preventative care. Backed by some of Europe's leading health and consumer investors, FORMEL SKIN and VOY combine medical expertise, technology, and customer-centric innovation to make evidence-based healthcare more accessible, convenient, and effective. Based in Berlin and operating internationally, we're looking for an experienced (Senior) CRM Manager (m/w/d) to help us scale how we engage, convert, retain, and grow our customers and leads. We are a team that builds with AI every day, and you will too. The Role You will own defined areas of the customer lifecycle end-to-end, with a strong focus on conversion, activation, retention, reactivation, cross-sell, and CRM-led growth. You will turn customer, behavioural, and funnel data into actionable CRM strategies, build and optimise personalised journeys, and continuously test and learn to improve customer and business outcomes. You arrive able to turn a repeated CRM task into a reusable AI skill or automated workflow. You will be coached to go further: more advanced workflows, then AI agents for CRM built with our engineers (production, security). This is a hands-on role for someone who enjoys both strategic problem-solving and execution. Depending on your level of experience, you will either execute against an established lifecycle strategy or take increasing ownership of shaping the strategy, prioritising the roadmap, and influencing cross-functional decisions. What You'll Be Doing Own and optimise lifecycle journeys * Own defined areas of the customer lifecycle from opportunity identification and strategy through journey design, execution, analysis, and optimisation. * Build and optimise lead nurturing, funnel abandonment, onboarding, retention, reactivation, cross-sell, and other lifecycle journeys. * Use behavioural, customer, source, and funnel data to identify opportunities and create meaningful segments and personalised experiences. * Translate customer and business problems into actionable CRM initiatives and lifecycle programmes. * Work cross-functionally to define priorities and shape the CRM roadmap. Drive conversion, retention and CRM-led growth * Identify and prioritise opportunities across acquisition, conversion, activation, retention, reactivation, cross-sell, and referral. * Develop journeys for newsletter signups, funnel abandoners, returning leads, inactive users, existing customers, and other high-value audiences. * Continuously test messaging, timing, segmentation, incentives, channel mix, and journey logic. * Analyse funnel and customer behaviour to understand not only what is happening, but why. * Connect CRM performance to commercial outcomes: conversion, retention, customer value, LTV, revenue, and incentive efficiency. * Prioritise opportunities by expected customer impact, commercial value, incremental potential, effort, and scalability. Experiment, measure and learn * Establish and contribute to a structured test-and-learn approach across CRM. * Design experiments with clear hypotheses, success metrics, and control groups where relevant. * Evaluate incremental impact rather than relying solely on campaign-attributed performance. * Analyse campaign, funnel, cohort, and experiment performance and turn results into clear recommendations and next steps. * Translate learnings into decisions: what to scale, stop, iterate, or investigate further. * Proactively identify anomalies, performance gaps, and opportunities even when the data is not yet perfectly packaged. Use AI and automation to work faster and better * Use AI tools daily (copy first drafts, segment and funnel analysis, QA checks, reporting) and check every output before it is used. * Build reusable AI skills and automated workflows for repetitive CRM tasks, for example a campaign QA checklist skill, a weekly funnel and flow health report, or segment and copy brief generators. Document them and hand them to the team. * Measure what each one saves or improves (hours, errors caught, speed to launch). * Spot where automation or an AI agent could carry a CRM task and write clear requirements for it; work with Data and Tech to put it in production and keep it secure. * Keep a learning log of what works and what does not, and share it with the team. Expand CRM capabilities and channels * Identify opportunities to expand CRM across channels including email, push, SMS, WhatsApp, and other relevant channels. * Evaluate new channels and formats on customer value, incremental impact, scalability, consent, and operational feasibility. * Develop scalable CRM programmes, personalisation frameworks, and lifecycle capabilities that apply across markets and customer segments. Own CRM execution and quality * Build and optimise campaign logic, audience segments, triggers, and personalised journeys in CRM platforms such as Customer.io, Braze, Bloomreach, or similar. * Ensure CRM programmes are correctly implemented, monitored, and maintained; own campaign QA. * Monitor deliverability, consent, DOI, tracking, errors, and other CRM hygiene metrics. * Check AI-produced content and analysis for accuracy, compliance (claims, consent) and tone before anything goes out. Health and patient data never go into AI tools that Data and Legal have not approved. * Work closely with Data and Tech to resolve tracking, event, identity, and data-quality issues. Work cross-functionally * Partner closely with Marketing, Product, Data, Tech, Brand, Copy, and Operations. * Translate CRM opportunities into clear requirements and drive projects forward. * Challenge assumptions and bring a CRM and customer perspective to cross-functional initiatives. * Influence priorities and decisions even where you do not have direct ownership. * Keep customer communications consistent across channels. What You Bring * 5+ years in CRM, lifecycle marketing, retention, customer marketing, or a related growth function, ideally in subscription, eCommerce, marketplace, or other high-growth environments. * Proven experience owning CRM initiatives end-to-end, from opportunity to strategy, execution, analysis, and optimisation. * Strong understanding of the customer lifecycle, funnel conversion, segmentation, retention, reactivation, and customer value. * Hands-on experience with CRM platforms such as Customer.io, Braze, Bloomreach, Iterable, Klaviyo, or similar. * Proven AI proficiency: you use LLM tools daily and have built things others can reuse, for example Claude skills or projects with written instructions, custom GPTs, or automated workflows (n8n, Make, Zapier, scripts). Be ready to show at least two that you still use and say what they changed. * Strong analytical mindset; confident with Looker, Excel/Sheets or similar; comfortable with funnels, cohorts, attribution, and experiment results. * Solid understanding of experimentation, control groups, and incremental impact; you naturally form hypotheses, test, learn, and iterate. * Strong commercial judgement; you connect CRM activity to customer and business outcomes. * Attention to detail and ownership: you notice what is broken and fix it. * Strong prioritisation and cross-functional communication. * Fluent in English. German is a strong plus. * Experience in an international startup, scale-up, or fast-paced environment. * Basic HTML for email creation and QA. Nice to have * Experience building an AI agent (even a small one) or working with an engineer to put an automation in production. * CRM channels beyond email (push, SMS, WhatsApp). * CRM deliverability, GDPR, consent management, double opt-in. * A regulated or compliance-sensitive environment, ideally healthcare. * Referral, loyalty, or other CRM-led growth initiatives. * Basic SQL. * Owning a CRM or lifecycle roadmap across several markets, products, or segments. What Makes You Successful * You don't wait to be told what campaign to build. You look at the customer journey, spot what isn't working, understand why, and turn it into an initiative. * You tell activity from impact and prioritise the work most likely to create value. * You are comfortable discussing a funnel with Data, a journey with Product, a message with Copy, and campaign logic in your CRM platform. * You don't just report that performance changed: you want to know why, whether it was incremental, and what to do next. * You use AI as a tool, not an oracle: you get speed from it and still own the quality. * You turn what you repeat into skills and workflows others can reuse, and you share what you find. * You take ownership, move quickly, challenge assumptions, and bring people with you. Why Work With Us * Own and scale CRM in a high-growth healthtech: real ownership and the chance to define best-in-class CRM in digital healthcare. * Personal mentoring on AI and automation in CRM from the growth team: you arrive able to build workflows, you leave able to build and ship agents with our engineers. * An ambitious international team across CRM, Growth, Product, Data, Tech, Brand, and Operations. * 28 days vacation, NAVIT or Urban Sports Club membership, employee discounts, a professional development budget, flexible working hours, and a remote work allowance.

(Senior) Lifecycle Marketing Manager (m/f/d)

From $28/yr

At FORMEL SKIN, part of the VOY family, we're redefining how people access healthcare. Together, we're building one of Europe's leading digital health platforms, helping millions of people improve their health through personalised treatments across dermatology, weight management, and preventative care. Backed by some of Europe's leading health and consumer investors, FORMEL SKIN and VOY combine medical expertise, technology, and customer-centric innovation to make evidence-based healthcare more accessible, convenient, and effective. Based in Berlin and operating internationally, we're looking for an experienced (Senior) CRM Manager (m/w/d) to help us scale how we engage, convert, retain, and grow our customers and leads. We are a team that builds with AI every day, and you will too. The Role You will own defined areas of the customer lifecycle end-to-end, with a strong focus on conversion, activation, retention, reactivation, cross-sell, and CRM-led growth. You will turn customer, behavioural, and funnel data into actionable CRM strategies, build and optimise personalised journeys, and continuously test and learn to improve customer and business outcomes. You arrive able to turn a repeated CRM task into a reusable AI skill or automated workflow. You will be coached to go further: more advanced workflows, then AI agents for CRM built with our engineers (production, security). This is a hands-on role for someone who enjoys both strategic problem-solving and execution. Depending on your level of experience, you will either execute against an established lifecycle strategy or take increasing ownership of shaping the strategy, prioritising the roadmap, and influencing cross-functional decisions. What You'll Be Doing Own and optimise lifecycle journeys * Own defined areas of the customer lifecycle from opportunity identification and strategy through journey design, execution, analysis, and optimisation. * Build and optimise lead nurturing, funnel abandonment, onboarding, retention, reactivation, cross-sell, and other lifecycle journeys. * Use behavioural, customer, source, and funnel data to identify opportunities and create meaningful segments and personalised experiences. * Translate customer and business problems into actionable CRM initiatives and lifecycle programmes. * Work cross-functionally to define priorities and shape the CRM roadmap. Drive conversion, retention and CRM-led growth * Identify and prioritise opportunities across acquisition, conversion, activation, retention, reactivation, cross-sell, and referral. * Develop journeys for newsletter signups, funnel abandoners, returning leads, inactive users, existing customers, and other high-value audiences. * Continuously test messaging, timing, segmentation, incentives, channel mix, and journey logic. * Analyse funnel and customer behaviour to understand not only what is happening, but why. * Connect CRM performance to commercial outcomes: conversion, retention, customer value, LTV, revenue, and incentive efficiency. * Prioritise opportunities by expected customer impact, commercial value, incremental potential, effort, and scalability. Experiment, measure and learn * Establish and contribute to a structured test-and-learn approach across CRM. * Design experiments with clear hypotheses, success metrics, and control groups where relevant. * Evaluate incremental impact rather than relying solely on campaign-attributed performance. * Analyse campaign, funnel, cohort, and experiment performance and turn results into clear recommendations and next steps. * Translate learnings into decisions: what to scale, stop, iterate, or investigate further. * Proactively identify anomalies, performance gaps, and opportunities even when the data is not yet perfectly packaged. Use AI and automation to work faster and better * Use AI tools daily (copy first drafts, segment and funnel analysis, QA checks, reporting) and check every output before it is used. * Build reusable AI skills and automated workflows for repetitive CRM tasks, for example a campaign QA checklist skill, a weekly funnel and flow health report, or segment and copy brief generators. Document them and hand them to the team. * Measure what each one saves or improves (hours, errors caught, speed to launch). * Spot where automation or an AI agent could carry a CRM task and write clear requirements for it; work with Data and Tech to put it in production and keep it secure. * Keep a learning log of what works and what does not, and share it with the team. Expand CRM capabilities and channels * Identify opportunities to expand CRM across channels including email, push, SMS, WhatsApp, and other relevant channels. * Evaluate new channels and formats on customer value, incremental impact, scalability, consent, and operational feasibility. * Develop scalable CRM programmes, personalisation frameworks, and lifecycle capabilities that apply across markets and customer segments. Own CRM execution and quality * Build and optimise campaign logic, audience segments, triggers, and personalised journeys in CRM platforms such as Customer.io, Braze, Bloomreach, or similar. * Ensure CRM programmes are correctly implemented, monitored, and maintained; own campaign QA. * Monitor deliverability, consent, DOI, tracking, errors, and other CRM hygiene metrics. * Check AI-produced content and analysis for accuracy, compliance (claims, consent) and tone before anything goes out. Health and patient data never go into AI tools that Data and Legal have not approved. * Work closely with Data and Tech to resolve tracking, event, identity, and data-quality issues. Work cross-functionally * Partner closely with Marketing, Product, Data, Tech, Brand, Copy, and Operations. * Translate CRM opportunities into clear requirements and drive projects forward. * Challenge assumptions and bring a CRM and customer perspective to cross-functional initiatives. * Influence priorities and decisions even where you do not have direct ownership. * Keep customer communications consistent across channels. What You Bring * 5+ years in CRM, lifecycle marketing, retention, customer marketing, or a related growth function, ideally in subscription, eCommerce, marketplace, or other high-growth environments. * Proven experience owning CRM initiatives end-to-end, from opportunity to strategy, execution, analysis, and optimisation. * Strong understanding of the customer lifecycle, funnel conversion, segmentation, retention, reactivation, and customer value. * Hands-on experience with CRM platforms such as Customer.io, Braze, Bloomreach, Iterable, Klaviyo, or similar. * Proven AI proficiency: you use LLM tools daily and have built things others can reuse, for example Claude skills or projects with written instructions, custom GPTs, or automated workflows (n8n, Make, Zapier, scripts). Be ready to show at least two that you still use and say what they changed. * Strong analytical mindset; confident with Looker, Excel/Sheets or similar; comfortable with funnels, cohorts, attribution, and experiment results. * Solid understanding of experimentation, control groups, and incremental impact; you naturally form hypotheses, test, learn, and iterate. * Strong commercial judgement; you connect CRM activity to customer and business outcomes. * Attention to detail and ownership: you notice what is broken and fix it. * Strong prioritisation and cross-functional communication. * Fluent in English. German is a strong plus. * Experience in an international startup, scale-up, or fast-paced environment. * Basic HTML for email creation and QA. Nice to have * Experience building an AI agent (even a small one) or working with an engineer to put an automation in production. * CRM channels beyond email (push, SMS, WhatsApp). * CRM deliverability, GDPR, consent management, double opt-in. * A regulated or compliance-sensitive environment, ideally healthcare. * Referral, loyalty, or other CRM-led growth initiatives. * Basic SQL. * Owning a CRM or lifecycle roadmap across several markets, products, or segments. What Makes You Successful * You don't wait to be told what campaign to build. You look at the customer journey, spot what isn't working, understand why, and turn it into an initiative. * You tell activity from impact and prioritise the work most likely to create value. * You are comfortable discussing a funnel with Data, a journey with Product, a message with Copy, and campaign logic in your CRM platform. * You don't just report that performance changed: you want to know why, whether it was incremental, and what to do next. * You use AI as a tool, not an oracle: you get speed from it and still own the quality. * You turn what you repeat into skills and workflows others can reuse, and you share what you find. * You take ownership, move quickly, challenge assumptions, and bring people with you. Why Work With Us * Own and scale CRM in a high-growth healthtech: real ownership and the chance to define best-in-class CRM in digital healthcare. * Personal mentoring on AI and automation in CRM from the growth team: you arrive able to build workflows, you leave able to build and ship agents with our engineers. * An ambitious international team across CRM, Growth, Product, Data, Tech, Brand, and Operations. * 28 days vacation, NAVIT or Urban Sports Club membership, employee discounts, a professional development budget, flexible working hours, and a remote work allowance.

Senior Marketing Manager, Lifecycle

Betashares is seeking a Senior Marketing Manager - Lifecycle to own strategy, roadmap and delivery of customer lifecycle programmes across both B2C and B2B audiences, working alongside the Marketing Director - Customer Lifecycle \& CRM. The role will build and optimise the always-on engagement layer across Betashares, turning customer and intermediary data, behavioural signals and product opportunities into measurable growth in activation, engagement, retention, cross-sell, lifetime value and revenue. This is a senior, end-to-end ownership role accountable for identifying and prioritising lifecycle opportunities, designing customer and partner journeys, setting the testing and personalisation agenda, and leading cross-functional delivery across email, push, SMS, in-product, paid retargeting and other owned channels. The role requires strong lifecycle expertise, commercial accountability and the ability to lead complex programmes from strategy through to measurable outcome, as well as the execution of campaigns. The role will work closely with the Marketing Director - Customer Lifecycle \& CRM, Marketing Operations, Data and Martech, Product, Distribution, Compliance, Creative and broader Marketing teams. It will provide senior direction to campaign execution resources and help establish lifecycle marketing as a core growth capability across Betashares. Key responsibilities Lifecycle strategy, roadmap and commercial ownership * Contribute to lifecycle strategy and prioritised roadmap across B2C and B2B audiences, aligned to Betashares growth priorities and customer needs. * Identify the highest-value lifecycle opportunities across onboarding, activation, education, engagement, cross-sell, reactivation, retention, advocacy and win-back – working with Marketing, Product and Distribution teams. * Translate customer, adviser and intermediary needs into clear lifecycle programmes with defined commercial and customer outcomes. * Set programme objectives, success measures and business cases, connecting lifecycle activity to activation, retention, cross-sell, FUM, lifetime value, revenue and customer experience. * Provide senior recommendations on contact strategy, prioritisation, cadence and channel mix across the Betashares communications ecosystem. Automated customer journey design and delivery * Work closely with cross-functional teams to optimise existing programme, including end-to-end design and delivery of automated journeys for retail investors and customers across Betashares Funds, Direct and Super. * Work with sales \& marketing teams to understand lifecycle programmes for B2B audiences, including advisers, brokers, institutional and intermediary partners, share insights \& optimisations, and execution. * Develop customer and partner journey maps, message architectures, trigger frameworks, content requirements and testing plans. * Partner with Product and Engineering to build lifecycle experiences directly into Betashares digital products. * Ensure lifecycle programmes are integrated with acquisition, product, distribution, service and regulatory communications. * Direct cross-functional delivery across Marketing Operations, Data, Martech, Product, Creative, Content, Compliance and external partners, ensuring programmes are delivered on time and to standard. Segmentation, personalisation and decisioning * Use customer, adviser and intermediary data, behavioural signals, product holdings, engagement patterns, intent and propensity indicators to define priority audiences and next-best actions. * Partner with Data and Martech teams to define triggers, audience logic, suppressions, consent rules, measurement approaches and data requirements. * Lead the use of dynamic content, personalised messaging, channel optimisation and decisioning to improve relevance and commercial performance. Performance, experimentation and optimisation * Own lifecycle performance reporting and ensure results are translated into decision-ready insights and actions. * Establish a structured test-and-learn programme across audience, proposition, message, timing, cadence, channel and offer strategy, including incrementality testing against control groups. * Move measurement beyond delivery, open and click metrics to activation, conversion, retention, cross-sell, FUM, revenue and lifetime value outcomes. * Identify underperformance, customer experience risks and commercial opportunities early, and lead practical optimisation responses. * Maintain a clear record of hypotheses, tests, learnings and programme improvements to build institutional capability over time. Leadership and cross-functional influence * Act as the senior lifecycle marketing lead for priority B2C and B2B programmes, partnering with and influencing stakeholders across Product, Distribution, Data, Technology, Compliance and Marketing. * Provide clear briefs, strategic direction and quality oversight to campaign execution and Marketing Operations resources. * Build strong operating rhythms with business owners so lifecycle opportunities are identified, prioritised and delivered with clear accountability. * Represent lifecycle performance, opportunities and risks in senior forums with concise, commercially grounded recommendations. Governance, compliance and customer experience * Ensure all lifecycle programmes meet regulatory, privacy, consent, brand and internal approval requirements. * Set and maintain contact, cadence and suppression principles that protect customer and partner experience and reduce communication fatigue. * Ensure journey logic, audience definitions, approvals, decision rules and outcomes are documented as the work is done, kept current and auditable. * Monitor live journeys and resolve breaks, delays and data issues before they affect customers. * Partner with Legal, Compliance and Risk to maintain strong governance without compromising speed or effectiveness. AI and modern lifecycle practice * Lead the practical use of AI and automation to improve journey design, content variation, audience selection, testing, insight generation and optimisation. * Identify and lead AI-assisted personalisation opportunities, including send-time optimisation, dynamic segmentation, next-best-action and content variation. * Establish clear controls and human judgement over AI-assisted outputs to protect quality, compliance and customer relevance. * Share use cases and build capability across the wider Marketing team. About you * 8+ years of experience in lifecycle marketing, CRM, customer engagement, marketing automation or growth marketing, including ownership of complex programmes. * Demonstrated experience designing and leading end-to-end automated customer journeys. * Designs connected, always-on journeys rather than one-off campaigns. * Strong experience across B2C lifecycle marketing; B2B, adviser, intermediary or partner marketing experience is highly regarded. * Hands-on Braze expertise, combined with the ability to set strategy and direct delivery. Salesforce Marketing Cloud or a comparable platform will be considered. * Advanced understanding of customer journeys, segmentation, behavioural triggers, suppression logic, personalisation, experimentation and campaign measurement. * Proven ability to connect lifecycle programmes to commercial outcomes including activation, retention, cross-sell, FUM, lifetime value and revenue. * Experience leading cross-functional programmes with Product, Data, Technology, Distribution, Compliance, Creative and Content stakeholders. * Strong stakeholder partnership and influence, with the judgement and confidence to prioritise, challenge and make clear recommendations. * Experience in financial services, wealth, superannuation, fintech or another regulated environment is highly regarded. * Experience with Amplitude or similar product analytics, and with a customer data platform or warehouse-connected data, is an advantage. * Practical experience using AI and automation in marketing workflows, with evidence of improved speed, relevance or performance. * Highly organised, commercially minded and comfortable building capability in a fast-growing function. * Growth mindset, energetic and motivated to lead and enable Betashares future success.