Responsibilities - Define and own the UK consumer lifecycle marketing strategy, setting the vision and roadmap for how we engage, retain and grow our driver base across the full customer journey. - Partner with the Senior and channel marketing team to translate strategy into a high-quality, consistently executed program of campaigns and automated journeys. - Build a deep understanding of our customer segments, their behaviours, needs and motivations using this insight to drive smarter targeting and more personalized communications. - Lead lifecycle planning across key seasonal moments, product launches and commercial priorities, ensuring the program is always relevant, timely and commercially focused. - Design and deliver structured upsell journeys that migrate On Demand customers to Reservations, and daily Reservations customers to monthly subscriptions using behavioural triggers, personalized messaging and well-timed incentives. - Partner with CRM to build cross-sell programs that introduce drivers to new parking occasions; airport, events, commuting, and educate them on the complementary benefits of using both On Demand and Reservations. - Work with CRM, Product and Data teams to identify the right moments and signals in the customer journey to surface upsell and cross-sell messages at maximum impact. - Own CLTV as a core KPI, developing strategies that increase revenue per driver over the lifetime of the relationship with JustPark. - Partner with the paid media team to feed lifecycle insights into acquisition strategy, ensuring budget and effort are focused on attracting the highest-value customer cohorts. - Build a robust retention and re-engagement programme that reduces churn, reactivates lapsed drivers and grows our monthly active driver base. - Design and implement programmes focused on growing habitual usage — turning occasional parkers into regular, loyal JustPark customers. - Lead the channel strategy for lifecycle communications across email, app push, in-app messaging and paid media — setting the approach and partnering with the channel marketing team on delivery. - Bring deep expertise in app-based communication including push notifications, in-app messages and other mobile-first engagement formats to build a best-in-class app lifecycle program. - Ensure channel strategy is coordinated and sequenced effectively, avoiding message fatigue while maximising reach and impact across touchpoints. - Define precise audience segmentation strategies using our CDP and data pipelines, translating customer data into actionable, targeted audience builds. - Design a structured testing roadmap including A/B and multivariate tests across content, timing, audience and channel and brief the CRM and Paid media teams on test design and execution. - Establish a culture of experimentation within the lifecycle programme, using test results to continuously improve performance and inform future strategy. - Maintain governance over data use and audience management in line with GDPR and best practice. - Work closely with the Data & Analytics team to design and commission dashboards that track the health and performance of the lifecycle program from CLTV and repeat utilization to campaign engagement and conversion. - Define KPIs for the program and report regularly to the CMO on progress, insights and recommendations. Requirements - Experience & Background - 8+ years in lifecycle marketing, CRM or retention marketing, with a proven track record of building and scaling programs that drive measurable business impact. - Director-level or equivalent experience, with the confidence to set strategy and influence senior stakeholders across the business. - Strong background in marketplace or platform businesses, ideally in travel, hospitality, mobility, dating apps or a similarly dynamic, consumer-facing environment. - Demonstrable experience driving upsell, cross-sell and repeat utilization outcomes through structured lifecycle marketing programs. Benefits - Recharge your batteries - Generous holiday policy: 25 days + bank holidays + managers can grant up to 5 extra days for high performance (total of 38 days a year) - Free lunch on all office days via Feedr with daily meal choice - Free snacks & drinks on all office days - Investment in you and your wellbeing - Private Medical Insurance with Vitality - Life assurance through YuLife - £25 credit for eye tests per year - Free O2 concert tickets through our partnership with the O2 - Simplifying journeys so you can breathe easier - £50 parking credit per month via JustPark - Cycle-to-work salary sacrifice scheme - EV salary sacrifice car scheme via Octopus Energy - We look out for your family - Enhanced parental leave with 6-months enhanced maternity leave and 4 weeks fully-paid paternity leave - Help finding great childcare with funded hours via Koru Kids - Look after the pennies - Competitive pension offering with standard and salary sacrifice options - Success is best when it's shared - Quarterly away days with the whole UK team