Lifecycle Strategy Manager

Job Description

Accountabilities

• Design and implement the overarching CRM lifecycle strategy across Acquisition, Retention, and Travel Communications, ensuring clarity of ownership, alignment, and seamless handoffs across lifecycle stages.
• Ensure lifecycle strategies are customer-centric and data-led, aligned with Etihad’s commercial, loyalty, and brand objectives.
• Lead lifecycle planning, prioritisation, and roadmap alignment, translating business priorities into clear frameworks that CRM Managers can execute effectively.
• Oversee lifecycle performance and measurement, ensuring consistent definitions, tracking, and reporting of acquisition, retention, engagement, churn, and customer lifetime value.
• Drive data-led decision-making and experimentation, partnering with Data and Analytics teams to apply insights, models, and test-and-learn practices across the lifecycle.
• Identify opportunities for improvement and change, driving initiatives that enhance lifecycle effectiveness, scalability, and operational maturity.
• Provide strategic leadership and guidance to CRM Managers, supporting performance, development, and accountability across teams.
• Represent the CRM lifecycle function with senior stakeholders, ensuring alignment, clarity, and effective decision-making across Marketing, Digital, Loyalty, and Technology teams.
• Champion best practices, innovation, and continuous improvement across CRM processes, tooling, and ways of working.

Qualifications

• Bachelor’s degree in Marketing, Business, Communications, Data, or a related field. Advanced qualifications in analytics, strategy, or CRM are an advantage.
• 7 years of experience in CRM, lifecycle marketing, or customer engagement roles within complex consumer businesses.
• Prove experience leading lifecycle or CRM strategies across multiple customer stages.
• Strong commercial and analytical mindset, with experience using data to inform strategy and performance decisions.
• Experience managing and developing high-performing teams and working cross-functionally at senior levels.
• Familiarity with CRM platforms, lifecycle measurement, and customer engagement metrics.

Experience

• with platforms such as Adobe Campaign Manager, Salesforce, Braze or similar is preferred.
• Strong knowledge of audience segmentation, personalisation, preference management, and lifecycle marketing principles.
• Experience working closely with technology and data teams to enable lifecycle strategy execution, including exposure to agile ways of working, PI planning, and sprint-based delivery environments.
• Ability to provide creative and strategic direction for CRM communications, with a strong understanding of what drives effective messaging across email, push notifications, and other CRM channels.
• Experience working in high-volume CRM environments, balancing scale while protecting relevance, trust, and customer experience.
• Exceptional stakeholder management skills, with confidence influencing senior leaders and cross-functional teams.
• Demonstrated ability to work autonomously, proactively identify opportunities, and lead change in complex environments.

Additional Information

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