Responsibilities

• Own the lifecycle marketing strategy across the full passenger journey, from app install and registration through to first upgrade, repeat behaviour, lapse prevention and reactivation.
• Define and manage the personalisation and messaging roadmap for lifecycle, working with the Data Strategist to evolve from scheduled broadcasts toward behaviour-triggered, intent-personalised communications at scale.
• Define the lifecycle programme architecture: the key moments, the channel mix, the message hierarchy and the sequencing logic that determines how Seatfrog communicates with each user cohort.
• Translate customer research, funnel data and behavioural insights into a prioritised set of lifecycle initiatives, clearly articulating the opportunity, the approach and the expected impact for each.
• Develop and maintain the lifecycle communications calendar, coordinating across CRM, Product and Marketing to ensure programmes are sequenced correctly and do not conflict.
• Identify capability gaps, process blockers and platform limitations that constrain lifecycle execution, and contribute to business cases that unlock investment in the people, tools or infrastructure needed to address them.
• Build business cases for lifecycle investment, sizing the opportunity and making a clear case for prioritisation to the Head of Growth Marketing and wider stakeholders.
• Design end-to-end lifecycle journeys across email, push and in-app messaging, defining the trigger logic, entry and exit criteria, message cadence, channel sequencing and personalisation approach for each programme.
• Write clear, detailed campaign briefs for the CRM team and creative teams, specifying audience, objective, key message, channel, timing, personalisation variables and success metrics.
• Build and maintain a lifecycle journey catalogue, brief templates and strategic planning playbooks, creating reusable frameworks that accelerate delivery, embed best practice and uplift the capability of the broader CRM and growth team.
• Work closely with the Lifecycle Data Strategist to ensure audience selection, suppression logic and segmentation criteria are correctly translated into each journey.
• Own the messaging strategy and tone of voice for lifecycle communications, ensuring every touchpoint reflects the Seatfrog brand and is calibrated to the user's lifecycle stage and intent.
• Review and approve CRM builds before launch, ensuring delivery matches the strategic intent of the brief.
• Lead the design and delivery of activation programmes for new and unconverted users, including onboarding lifecycle extension, re-engagement campaigns and route-personalised prompts targeting users by travel behaviour and intent.
• Own the messaging strategy for funnel recovery programmes, including post-search exit, post-auction-details drop-off, confirmation abandonment and post-bid-loss re-engagement, ensuring recovery communications are timely, relevant and conversion-focused.
• Design and brief the First Win communications strategy, that drives a user to their first upgrade through confidence building, value framing and guidance
• Work with Product and the Data Strategist to define contextual in-app and push trigger moments, identifying the highest-intent lifecycle touchpoints where a well-timed message has the greatest conversion impact.
• Partner with the media and acquisition team to activate CRM audiences in paid social and display retargeting, ensuring lifecycle and paid channels are coordinated around the same user moments, not operating in parallel.
• Own the post-win lifecycle strategy, designing the messaging sequence that captures the emotional peak of the first upgrade, reinforces repeat behaviour and builds the upgrade habit in the critical first 30 days.
• Design and brief lapse prevention and reactivation programmes for transacted users, including lapsing transactor re-engagement, post-bid-loss recovery and contextual repeat-use triggers for high-frequency travel segments.

Requirements

• Significant experience in lifecycle marketing, CRM strategy or growth marketing roles within digital consumer businesses, ideally 4–7 years, though depth of ownership matters more than years.
• Proven track record of designing and delivering lifecycle programmes that drive measurable improvement across activation, conversion, retention or reactivation.
• Experience owning the strategy behind CRM or lifecycle programmes end-to-end — from insight and brief through to delivery, measurement and iteration.
• Experience developing next-best-action frameworks or behaviour-triggered lifecycle strategies, either designing the approach yourself or working closely alongside a data team that implemented one.
• Hands-on experience with CRM and marketing automation platforms, ideally Braze. You do not need to be a Braze builder, but you need to understand how journeys are constructed, what triggers and personalisation are possible, and how to brief a CRM team accurately.
• Experience working with customer data and behavioural signals to inform lifecycle strategy, comfortable reading funnel data, interpreting retention curves and using research to sharpen a brief.
• Experience designing and running messaging experiments - testing messaging, timing, channel, content and offer to drive continuous improvement.
• Agency or consultancy experience is a distinct advantage - candidates who have built lifecycle strategies across multiple clients typically bring a broader reference set and a sharper ability to identify what works.

Preferred

• What Would Make You Stand Out - Experience in a travel, marketplace or subscription business where repeat purchase behaviour and lifecycle depth are the primary growth levers.
• Familiarity with behaviour-triggered lifecycle architecture in Braze or equivalent, understanding of Canvas flows, event-triggered entry, A/B testing and personalisation using Liquid logic.
• Experience working alongside a data or analytics team to design and implement intent-based or propensity-scored lifecycle programmes.
• Experience activating CRM audiences in paid channels, connecting lifecycle and retargeting to create a coordinated, multi-channel user experience.
• A strong portfolio of lifecycle work, examples of programmes you have designed and the measurable outcomes they drove.
• Prior agency or consultancy experience where you owned the lifecycle strategy brief and presented recommendations to senior clients.

Benefits

• An outstanding team culture, where we solve problems together to drive the best possible results
• A benefits package that includes salary sacrifice childcare benefit, enhanced parental leave, electric car leasing scheme, and free upgrades with our rail partners
• Engaging, all expenses paid monthly team days to connect and collaborate
• Private healthcare plan via Aviva, with added gym discounts and incentives to encourage you to get out, get active and stay mentally and physically healthy
• we’re currently taking a flexible approach to where our team work - we have a great office near Liverpool St should you wish to use it, but we welcome applications from across the UK, as many of us work remote first.