[Hiring] CRM & Lifecycle Marketing Lead @Finyard

Role Description

On behalf of our client, we are looking for a senior CRM & Lifecycle Marketing specialist to provide services under a service agreement and take ownership of client lifecycle communication across key stages of the customer journey. The role is focused on increasing client activation, engagement, retention, and reactivation through data-driven, cross-channel communication. This is not a purely technical CRM implementation role and not a general copywriting role. We are looking for someone who can understand client behaviour, identify drop-off points and engagement opportunities, design communication journeys, and create messaging that moves clients to the next stage of the lifecycle.

• Design and develop lifecycle communication programmes across the full client journey: registration, activation, engagement, retention, churn prevention, reactivation, and high-value client treatment.
• Analyse customer behaviour and identify where clients drop off, lose interest, need education, require reassurance, or may benefit from a more relevant product or communication path.
• Build communication journeys based on audience segments, behavioural triggers, client activity, product usage, and business priorities.
• Define what message, channel, timing, and call-to-action should be used for different client segments and lifecycle stages.
• Own cross-channel CRM communication across email, push, in-app messages, website or platform touchpoints, chat, WhatsApp/messengers, and sales or support touchpoints where relevant.
• Create client-facing copy and content for lifecycle campaigns, onboarding flows, retention journeys, reactivation campaigns, educational sequences.
• Develop message logic, talk tracks, macros, or communication guidelines for sales and customer support teams where CRM communication requires human follow-up.
• Work with product, BI, engineering, sales, support, compliance, and regional teams to make sure lifecycle communication is relevant, technically feasible, measurable, and compliant.
• Define CRM data and segmentation needs, including behavioural signals, triggers, and client attributes required to run effective journeys.
• Run continuous testing and optimisation of lifecycle campaigns, including subject lines, timing, content, offers, channel mix, journey structure, and audience logic.
• Monitor and report performance of CRM flows and campaigns, using data to identify what should be improved, scaled, or stopped.
• Maintain a consistent tone of voice across client communications, including communication adapted for different regions and client segments.
• Ensure that client-facing communication meets relevant compliance and legal requirements.

Qualifications

• 5+ years of experience in CRM, lifecycle marketing, retention marketing, customer engagement, or a similar area.
• At least 2 years of experience in the fintech environment.
• Proven experience designing lifecycle programmes end to end, not only executing standalone campaigns created by someone else.
• Strong understanding of customer lifecycle mechanics: onboarding, activation, engagement, retention, churn prevention, and reactivation.
• Ability to identify behavioural barriers, lifecycle gaps, and engagement opportunities, then translate them into practical CRM journeys.
• Strong business and customer thinking: ability to understand what kind of message, hook, content, or channel is likely to work for a specific client segment.
• Hands-on experience with segmentation, behavioural triggers, journey logic, A/B testing, and CRM performance analysis.
• Experience with CRM or marketing automation platforms such as Braze, Iterable, Customer.io, Optimove, CleverTap, OneSignal, ZohoCRM, Solitics, or similar.
• Understanding of cross-channel CRM mechanics across email, push, in-app messages, chat, messengers, and sales/support communication.
• Excellent written English and strong copywriting skills; ability to write clear, engaging, and compliant client-facing communication independently.
• Comfortable working with behavioural, product, and CRM data: defining segments, interpreting results, and understanding what should be tested or improved.
• Ability to work independently, structure work clearly, and take ownership of outcomes under a service agreement model.

Nice to have

• Experience adapting CRM communication for international markets such as MENA, SEA, Africa, or LATAM.
• Experience building CRM programmes from an early or underdeveloped stage.
• Experience creating message libraries, tone-of-voice guidelines, or reusable lifecycle communication frameworks.
• Experience working with educational client journeys or event-driven communication.

Hiring process

• Introductory call with the Talent Acquisition team.
• Written exercise.
• You will be given one of our existing onboarding emails to rewrite, a reactivation brief, and a live market event with a short window to draft the pre-event and post-event messages. This is the core of our assessment.
• Technical and strategy interview: journey design, segmentation, measurement.
• Final interview with the Chief Revenue Officer.