Senior CRM & Lifecycle Growth Lead

About the Role

We are looking for a senior CRM / Lifecycle Growth lead who can build and scale customer engagement across our App, Web and Retail ecosystem.

The role will own the CRM charter across the customer lifecycle — from acquisition and onboarding to engagement, conversion, repeat purchase and reactivation. The ideal candidate has operated at significant scale, ideally with experience managing CRM for 50M+ customer/user bases, and brings a strong combination of data, consumer understanding, creative thinking and execution excellence.

You will work closely with Product, Growth, Analytics, Brand and Retail teams to create personalized customer experiences that drive conversion, repeat rate, retention and LTV.

What You'll Do

1. CRM & Lifecycle Growth

• Own the CRM and lifecycle growth strategy across Push, WhatsApp, Email and other relevant channels.

• Build and optimize customer journeys across onboarding, engagement, drop-offs, post-purchase, repeat purchase, retention and reactivation.

• Drive improvements in conversion, repeat rate, retention, frequency and LTV through segmentation, personalization and lifecycle interventions.

• Identify new customer journeys and opportunities that can unlock incremental growth.

• Develop differentiated CRM strategies across customer cohorts based on behaviour, intent, lifecycle stage and value.

2. Data, Analytics & Performance

• Use customer and behavioural data to identify growth opportunities and understand what customers do, why they do it and what can influence their next action.

• Define and track key CRM metrics including conversion, revenue, repeat rate, retention, frequency, ROI, incremental impact and LTV.

• Establish a strong test-and-learn culture across audiences, journeys, communication, timing, offers and experiences.

• Partner with Analytics and Product teams to build actionable customer segments and measurement frameworks.

• Continuously optimize CRM programs based on performance data and incremental business impact.

3. Creative & Consumer Experience

• Bring strong creative sensitivity and consumer understanding to CRM.

• Set the direction and quality bar for CRM communication across copy, visuals, offers, storytelling and customer experiences.

• Challenge conventional CRM playbooks and introduce new formats, ideas and experiences inspired by leading consumer brands globally.

• Stay closely connected to consumer, creative, technology and CRM trends.

• Ensure CRM communication is highly relevant, differentiated and consistent with the brand.

4. AI & Next-Generation CRM

• Explore and scale the use of AI across CRM strategy, content, creative, personalization and customer journeys.

• Lead teams using AI-supported tools to develop CRM content and creative while maintaining a high quality and brand bar.

• Understand AI capabilities sufficiently to brief teams, evaluate outputs, identify gaps and drive iterations.

• Use performance data and experimentation to continuously improve AI-assisted creative and communication.

• Identify opportunities to use AI to make CRM more personalized, contextual and scalable.

5. Omnichannel Customer Engagement

• Connect digital CRM with the broader App, Web and Retail customer experience.

• Build consistent customer journeys across digital and physical touchpoints.

• Partner with Retail, Product, Growth and Brand teams to create an integrated customer lifecycle strategy.

• Identify opportunities where digital engagement can influence retail behaviour and vice versa.

6. Cross-functional Leadership

• Work closely with Product, Growth, Analytics, Brand, Creative, Technology and Retail teams to deliver CRM-led growth initiatives.

• Influence and drive initiatives across teams without relying solely on direct people management.

• Set clear direction, establish priorities and drive execution from strategy through implementation.

• Build strong relationships with stakeholders and ensure CRM initiatives translate into measurable business outcomes.