Nurole
Lifecycle Marketing Lead
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Company Description
Nurole is the UK’s leading non-executive search specialist, placing around 800 Chairs, Non-Executive Directors and Trustees every year. The organisation blends deep sector expertise with innovative technology to help clients run broader and more effective search processes. This approach enables boards to access higher-quality and more diverse candidate pools, improving governance and overall effectiveness. Nurole works with a wide range of organisations and is committed to matching individuals with roles where their skills, passion and capacity can make a meaningful impact.
Role Purpose
To own and continuously improve the member lifecycle across Nurole Board Development, ensuring members are effectively onboarded, activated, engaged and retained by understanding what drives member value and translating this into effective journeys, communications and interventions.
Measures of Success
- Member activation and engagement across key cohorts
- Paid member retention and renewal
- Progression through key stages of the member lifecycle
- Reactivation of inactive or disengaged members
- Effectiveness of lifecycle journeys, campaigns and interventions
Responsibilities
- Member lifecycle strategy & journey design - Own and evolve the end-to-end member lifecycle across onboarding, activation, ongoing engagement, renewal, reactivation and win-back. Define what members need at different stages and ensure there are clear journeys and interventions designed to drive value and progression.
- Member value & retention - Build a strong understanding of what drives value, engagement and retention for different types of members. Identify where members are disengaging or failing to experience value and develop strategies and interventions to improve retention and renewal.
- Lifecycle campaigns & personalisation - Oversee multi-channel lifecycle communications, segmentation, automation and triggered campaigns, ensuring members receive relevant communications and interventions based on their needs, behaviours and stage in the lifecycle.
- Member behaviour, testing & optimisation - Analyse member behaviour and performance across cohorts, using data, feedback and structured testing to understand what drives activation, engagement, progression and churn, and continuously improve lifecycle performance.
- Cross-functional member journey - Work closely with Board Experiences, Product, Corporate Accounts and the wider Growth team to understand how different parts of the Board Development offering contribute to member value and ensure they come together into a coherent member journey. Use member insight to identify opportunities and inform priorities across teams.
- Lifecycle delivery & capability - Lead the delivery of lifecycle activity, managing the Membership Coordinator and ensuring journeys, campaigns, member support and associated CRM activity are executed effectively and consistently.
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Attributes
- Member and lifecycle focused - You understand how customer needs and behaviours change over time and use this to design journeys that help members experience value, stay active and ultimately renew.
- Analytical and insight-led - You use behavioural data, cohort analysis, feedback and testing to understand what drives member outcomes, diagnose problems and identify opportunities for improvement.
- Systems thinker - You connect different touchpoints, experiences and interventions into a coherent member journey rather than treating individual campaigns or activities in isolation.
- Experimental and improvement focused - You test assumptions, learn from member behaviour and continually evolve journeys and interventions based on what works.
- Cross-functional and collaborative - You work effectively across teams, bringing together different perspectives and influencing priorities to improve the overall member lifecycle.
- Influential communicator and leader - You communicate clearly and with intent, read people and situations well, and adapt your approach to create alignment, influence decisions and bring others with you.
- Performance and culture builder - You raise performance beyond your own contribution, creating the clarity, environment and ways of working that enable others to do their best work and contribute to a strong culture.
- Structured operator - You run your area effectively, setting clear direction, managing priorities and using the right levers - people, process and product — to deliver strong, scalable outcomes.
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Experience
- Experience in lifecycle, CRM, retention, customer growth or a related role within a B2C, membership, subscription or similarly customer-led business.
- Experience designing and optimising customer journeys across multiple lifecycle stages.
- Experience using behavioural data, cohort analysis, segmentation and testing to improve customer outcomes.
- Experience designing and managing multi-channel lifecycle campaigns, CRM journeys and automation.
- Experience working cross-functionally to improve customer experience, engagement or retention.
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