VMA Group
Customer Lifecycle Marketing Manager
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Customer Lifecycle Marketing Manager
Exclusive opportunity to join a growing telecoms business as Customer Lifecycle Marketing Manager, taking ownership of customer engagement across the full lifecycle and helping maximise Customer Lifetime Value.
This is a commercially focused role responsible for developing personalised customer journeys, CRM communications and marketing automation across onboarding, retention, re-contracting, upsell, advocacy and win-back. Working closely with Customer Services, Commercial, Insight and Digital teams, you will use customer data and behavioural insight to create increasingly relevant and effective engagement.
Hybrid working – 3 days in Oxfordshire office, 2 from home
Key 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.
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Skills & Experience
- 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.
Get help with your application
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If you have the experience and are interested in discussing further, please get in touch ASAP with your current CV: gcharles@vmagroup.com
Due to a high volume of applicants, we are unable to respond to everyone. We will get in touch if you are successful in your application.
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