Customer Lifecycle Marketing Manager

The Customer Lifecycle Marketing Manager will play a central role in the Customers Direct-to-Fan digital strategy, owning the end-to-end fan lifecycle that converts anonymous and casual fans into known, registered and highly engaged fans.

This role will define the lifecycle and every journey within it, bring together compelling content (copy and imagery), and set the programme up to run within the Customer environment, across both Adobe and Pulselive (Beyond) properties. The role will coordinate activity across the Customer organisation in a matrix, liaising with others as needed, including Marketing, Content, Data, Product and Technology teams, Adobe Professional Services, Two Circles and Pulselive. Day to day, the role works alongside the customers  Digital Marketing team, with a weekly progress report to the Head of Digital Marketing and a monthly update to the Director of Digital Media.

• Define the lifecycle stages, entry and exit criteria, triggers, frequency and suppression rules;
• Design and document the lifecycle journeys, including welcome and onboarding, registration and conversion, engagement and habit-building, matchday and moment-based, FPL season-cycle, re-engagement and win-back;
• Plan delivery in phases, starting with the highest-priority journeys and building towards a complete end-to-end lifecycle;
• Document how the current flows work today and identify gaps, so everyone shares one clear picture of the lifecycle.

• Translate each journey into a clear, agreed specification (journey map, segments, content requirements, landing points and success measures);
• Brief and coordinate Adobe Professional Services, Two Circles, Pulselive (Beyond) and Customer technology teams to configure, test and launch journeys in Adobe Journey Optimizer and across Adobe and Pulselive (Beyond) properties;
• Hold delivery teams to account for the agreed scope, quality and timelines, and escalate risks and dependencies.

• Design journeys such as progressive profiling and preference capture that collect first-party data (favourite club and player, interests, language, region and engagement habits) in a way that feels valuable to the fan;
• Use behavioural and engagement signals to build a richer understanding of fan habits, and feed insight back into segmentation, content and the roadmap;
• Ensure consent, GDPR and PECR compliance in all data capture and communications, working with Customer data protection and legal teams.

• Own the content plan for each journey, briefing, commissioning and approving on-brand copy and imagery;
• Plan for localisation and audience variants, and build modular content that can be reused across journeys.

• Define the KPI framework and tracking plan for every journey before go-live, and deliver against the agreed KPIs;
• Build dashboards and reporting in Customer Journey Analytics and Adobe Analytics, and report progress to Customer and Adobe stakeholders;
• Coordinate and run A/B and multivariate testing as standard practice, and continuously optimise journey performance.

• Work day to day alongside the Customer Digital Marketing team, coordinating activity across Marketing, Content, Data, Product and Technology teams and liaising with others as needed;
• Provide a weekly progress report to the Head of Digital Marketing and a monthly update to the Director of Digital Media;
• Establish playbooks, governance and training, advising and upskilling customer colleagues so they can run the programme in business-as-usual.

• 5+ years’ experience in lifecycle, CRM or customer journey marketing, owning strategy through to launch and optimisation;
• Hands-on experience with Adobe Journey Optimizer and Adobe Experience Platform (Real-Time CDP);
• Strong measurement mindset: defining KPIs and tracking plans, building dashboards and turning data into clear recommendations. Familiarity with Customer Journey Analytics or Adobe Analytics;
• Experience turning marketing objectives into detailed journey specifications and briefing technical and delivery teams;
• Experience designing data-capture and progressive profiling journeys, with knowledge of consent and data protection (GDPR, PECR);
• Strong copy and content judgement, and the ability to brief and approve creative work to a high standard;
• Proven ability to take ownership, coordinate and influence across teams and organisations without direct authority, and to drive work through to completion;
• Confident communicating with senior stakeholders and advising colleagues who are less familiar with lifecycle marketing;
• Interest in sports, media, or fan engagement ecosystems is advantageous; experience with A/B testing tools (e.g. Optimizely) and localised, multilingual programmes is desirable;
• Located in the UK and available to start working directly from our London office.

We are a Growth Invention company built to help the world’s most ambitious brands grow faster. Operating at the intersection of technology and marketing, we create what is next by pioneering ideas, acting fast, and moving further because standing still just is not in our DNA.

We are drawn to people who stay curious, move with intent, and never stop inventing. Our culture runs on three values: better together, relentlessly curious, and get sh*t done. It is how we work, how we grow, and how we make things that matter.

At DEPT®, you will find the freedom to explore, the space to collaborate, and the trust to make a real impact for our clients, for each other, and for the world we are helping to build.

At DEPT®, we take pride in creating an inclusive workplace where everyone has an equal opportunity to thrive. We actively seek to recruit, develop, nurture, and retain talented individuals from diverse backgrounds, with varying skills and perspectives.

Not sure you meet all qualifications? Apply, and let us decide! Research shows that women and members of underrepresented groups tend not to apply for jobs when they think they may not meet every requirement, when in fact they do. We believe in giving everyone a fair chance to shine.

We also encourage you to reach out to us and discuss any reasonable adjustments we can make to support you throughout the recruitment process and your time with us.

Want to know more about our dedication to diversity, equity, and inclusion? Check out our efforts here.