Customer Lifecycle & Value Management Lead

Are you passionate about turning customer insights into meaningful experiences that drive loyalty, retention, engagement, and long-term customer value?

We are looking for a Customer Lifecycle & Value Management Lead to lead customer segmentation, lifecycle journeys, loyalty programs, and campaign orchestration initiatives.

This is a strategic and commercially focused role for someone who can transform customer data and insights into actionable journeys, targeted interventions, and loyalty strategies that deliver measurable business impact.

KEY RESPONSIBILITIES

Customer Segmentation & Journey Orchestration 

• 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.

Loyalty Program Ownership 

• Own the strategy, customer proposition, operating model, and commercial performance of the loyalty program.
• Define enrolment, tiers, qualification, earning, redemption, benefits, progression, and engagement strategies.
• Manage the member lifecycle from enrolment and activation through retention and reactivation.
• Monitor enrolment, engagement, retention, incremental visits, customer lifetime value, program costs, and ROI.
• Identify opportunities for continuous improvement and growth.

Campaign Orchestration & Outbound Calling 

• 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 customer journeys and loyalty initiatives.

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.
• Demonstrated 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.
• Strong commercial judgement, project management, and stakeholder coordination skills.
• Working knowledge of Customer Lifetime Value (CLV), campaign testing, incrementality, customer consent, and contact governance.
• Experience in call-center briefing and outbound campaign management is highly preferred.

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