Customer Lifecycle Marketing Manager

Department: Marketing & Creative

Employment Type: Permanent - Full Time

Location: Global

Description

What you will be expected to do:

• Define and oversee the global Customer Lifecycle Marketing (CLM) strategy aligned with business growth priorities.
• Design lifecycle programmes across the customer journey, including onboarding, activation, engagement, retention, cross-sell, upsell, renewal, and win-back.
• Develop customer engagement strategies that improve customer lifetime value (LTV) and repeat purchase behavior.
• Identify opportunities to enhance customer experience through personalized communication.

• Oversee end-to-end execution of CRM campaigns across multiple communication channels.
• Plan, create, schedule, execute, and refine campaigns across WhatsApp, SMS, Email, RCS, Push Notifications (where applicable), In-app messaging (where applicable)                             
• Ensure timely delivery of business-critical campaigns.
• Coordinate campaign calendars with Product, Brand, Sales, and Business teams.
• Maintain campaign quality, governance, and execution excellence.

• Design and refine automated customer journeys across different lifecycle stages.
• Build personalised customer communication flows based on customer behaviour and business rules.
• Implement trigger-based campaigns for Welcome journeys, Product onboarding, Cart abandonment (where applicable), Payment reminders, Repeat purchase, Cross-sell & upsell, Customer reactivation and Referral programmes
• Continuously enhance journey performance through testing and optimization.

• Oversee the lifecycle marketing technology ecosystem.
• Work extensively with CRM and marketing automation platforms including: CleverTap, MoEngage, Salesforce Marketing Cloud and Adobe Campaign.
• Configure customer segments, journeys, triggers, campaigns, and automation workflows.
• Work closely with Product and Engineering teams to implement new channel integrations and enhance platform capabilities.
• Assess and recommend new MarTech solutions that strengthen customer engagement and automation.

• Develop customer segmentation strategies using behavioural, transactional, and demographic data.
• Deliver personalised communications across lifecycle stages.
• Build dynamic audience segments for targeted campaigns.
• Improve engagement through contextual and data-informed messaging.

• Monitor campaign performance across all CRM channels.
• Improve campaign effectiveness through: A/B testing, Content optimisation, Channel optimisation, Send-time optimisation and Audience refinement
• Increase customer engagement and conversion through continuous experimentation.
• Ensure campaign learnings are documented and incorporated into future initiatives.

• Establish measurement frameworks for CRM and lifecycle campaigns.
• Track campaign performance using appropriate reporting and measurement tools.
• Develop dashboards to monitor campaign effectiveness and business impact.
• Measure customer engagement and lifecycle performance across different customer cohorts.
• Provide practical recommendations that improve campaign performance and customer retention.

• Partner with Product, Engineering, Business Intelligence, Brand, Sales, Customer Success, and Digital Marketing teams.
• Translate business requirements into scalable lifecycle campaigns.
• Ensure lifecycle marketing initiatives remain aligned with business priorities.
• Work closely with technology teams on customer data integrations and campaign enablement.

• Identify emerging CRM channels and customer engagement opportunities.
• Encourage adoption of new communication channels and marketing automation capabilities.
• Benchmark industry best practices in lifecycle marketing and customer engagement.
• Recommend new approaches that improve customer retention and conversion.

You might be a strong candidate if you have:

• 8–12 years of experience in Customer Lifecycle Marketing, CRM, or Marketing Automation.
• Strong hands-on experience managing CRM campaigns across WhatsApp, Email, SMS, and RCS channels.
• Experience working with marketing automation platforms such as CleverTap, MoEngage, Salesforce Marketing Cloud, Adobe Campaign, Braze, or equivalent.
• Demonstrated expertise in customer journey design, lifecycle automation, and segmentation.
• Experience with campaign measurement, reporting, and performance optimization.
• A working knowledge of APIs, CRM integrations, event tracking, and customer data flows.
• Experience working closely with Product and Engineering teams to implement MarTech solutions.
• Good knowledge of customer engagement strategies and retention marketing.

What Sun King offers:

• Professional growth in a dynamic, rapidly expanding, high-social-impact industry
• An open-minded, collaborative culture with enthusiastic colleagues driven by the challenge of innovation and making a profound impact on people and the planet.
• A truly multicultural experience: you will have the chance to work with and learn from people from different geographies, nationalities, and backgrounds.
• Structured, tailored learning and development programs that help you become a better leader, manager, and professional through the Sun King Center for Leadership.