About the Role
You'll own the international lifecycle engine end to end, covering both strategy and hands-on execution. Rather than starting from scratch, you'll take the strong lifecycle programs already built in the UK and Australia, adapt them for a multi-market international context, and build the central system around them. As part of a lean international team, you'll be hands-on in the tool building flows yourself, not just briefing them. For established markets you'll provide strategic oversight to keep scaling what's live, while for new launches you'll build the program from the ground up with support from your copywriter team. You'll be channel-adaptive, choosing the right mix of email, WhatsApp, SMS, push, or in-app for each market, and you'll own segmentation, automated flows, and the experimentation roadmap that improves them. You'll run a measurement framework that proves whether your work moves retention and LTV, lead a team of local-language copywriters, and partner closely with the Product Growth Lead and the wider growth function. You'll also own deliverability, list health, and compliance across every market, and share winning programs and learnings across markets so wins travel fast.
Requirements
- 5+ years in CRM, lifecycle, or retention marketing, ideally in DTC subscription or healthcare
- Hands-on experience with a modern lifecycle platform (Customer.io preferred; Braze, Iterable, or similar also relevant), building flows yourself
- Strong command of segmentation, automation, A/B testing, and lifecycle measurement
- Versatility across channels (email, SMS, WhatsApp, push, in-app)
- Experience standing up a lifecycle program for a new market or brand
- Comfort across several markets at once, and with ambiguity and deadlines of new launches
- Command of deliverability, list health, and data compliance (GDPR and equivalents)
- Strong written communication
Responsibilities
- Own CRM and lifecycle as a central function across international markets, from strategy to execution
- Help scale established markets (Germany, Canada, Japan) with strategic oversight
- Build the lifecycle program for new market launches end to end including flows, segmentation, measurement, and messaging
- Select the right channel mix per market among email, WhatsApp, SMS, push, and in-app
- Own segmentation and automated flows such as onboarding, adherence, follow-up, winback, and reactivation
- Run the experimentation roadmap that improves lifecycle flows
- Run a measurement framework that proves impact on retention and LTV
- Lead a team of local-language copywriters, owning briefing, QA, and delivery
- Partner with the Product Growth Lead and wider growth function to align lifecycle and conversion
- Own deliverability, list health, and compliance including GDPR and local privacy regimes
- Share winning programs and learnings across markets
Benefits
- Hybrid working (3 days a week in our Old Street office)
- Annual professional development budget
- Equity options
- 25 days holiday plus bank holidays
- Wellness allowance
- Enhanced parental leave (20 weeks paid for primary carers)
- Fun, frequent socials
- Your own MacBook, setup, and Euc swag