CRM and Lifecycle Marketing Specialist (Remote, UK)

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Requirements:

• At least 3+ years experience in CRM, lifecycle marketing, or customer retention, ideally in a D2C, marketplace, or travel/e-commerce environment.
• Hands-on experience with CRM and marketing automation platforms (e.g. HubSpot, Braze, Klaviyo, Iterable), including building multi-step automated workflows, event triggers, and customer segments.
• Proven track record improving customer retention, engagement and LTV through segmentation and experimentation.
• Demonstrable experience building, testing and iterating impactful referral or customer advocacy initiatives.
• Experience running structured A/B or multivariate tests.
• Strong analytical skills– comfortable digging into data to draw insights, using platforms like Looker, GA4, or Excel to assess funnel performance, cohort retention, and campaign response and ROI.

Responsibilities:

• Own the CRM and lifecycle marketing strategy, building automated journeys across email, SMS, push, and in-product messaging.
• Design, implement and manage onboarding, retention, win-back, and loyalty campaigns tailored to customer segments and behaviour-based triggers.
• Develop and optimise a customer referral program to drive word-of-mouth growth, including experimentation with incentives, conversion flows, and measurement.
• Identify and test high-impact opportunities to improve LTV, repeat booking rates, and referral conversion using A/B testing and multivariate experimentation.
• Work cross-functionally with content, design, product, and performance marketing to align messaging, targeting, and customer journey touchpoints.
• Define key lifecycle metrics and build dashboards to track and report on performance (e.g. conversion, churn, re-engagement, repeat, referral KPIs), using tools such as Looker, GA4, metabase or similar.
• Manage and evolve our CRM tooling – currently HubSpot – and lead evaluation and implementation of new tools if needed.