Head of Marketing Automation (CRM & Lifecycle Marketing)
Skills
About the Role
You will own the end-to-end lifecycle communication strategy across email, push, in-app, WhatsApp, SMS and other channels. You will define lifecycle frameworks for key stages, translate business goals into concrete automation strategies, and build the CRM roadmap. You will design, implement and optimize onboarding, activation, retention, monetization and win-back journeys, ensure correct segmentation, tagging and event tracking, and work with data/BI to measure performance and attribution. You will define KPIs, run tests and experiments to improve conversion and LTV, lead and develop automation specialists, act as the CRM authority across functions, and ensure lifecycle communications comply with regulatory constraints and scalable governance.
Requirements
- 6+ years of experience in CRM lifecycle or marketing automation
- Experience managing teams
- Deep understanding of lifecycle marketing best practices
- Hands-on experience with marketing automation platforms such as Dynamics 365 Salesforce Marketing Cloud Braze Iterable HubSpot
- Strong segmentation logic data thinking and journey architecture
- Ability to operate both strategically and hands-on
- Experience in fintech trading forex gambling gaming crypto or high-frequency transactional products (advantage)
- Experience working under regulatory constraints (advantage)
- Experience with Microsoft Dynamics 365 Customer Insights / Journeys (advantage)
- Experience in performance-driven organizations rather than only brand CRM (advantage)
Responsibilities
- Own end-to-end lifecycle strategy across channels
- Define lifecycle frameworks for key customer stages
- Translate business goals into automation strategies
- Build and maintain the CRM roadmap
- Set up and optimize Microsoft Dynamics 365 Customer Insights / Journeys
- Design and deploy onboarding flows
- Design and deploy deposit and activation journeys
- Design feature adoption journeys
- Design retention programs
- Design win-back flows
- Implement personalization logic
- Ensure correct segmentation logic event tracking tagging and data structure
- Work with data and BI to ensure performance visibility and attribution
- Define KPIs for lifecycle performance
- Continuously test and optimize journeys (A/B testing and experimentation)
- Lead and develop a team of automation specialists
- Serve as the CRM authority across marketing product compliance and customer support
- Ensure lifecycle communication complies with regulatory constraints and regional requirements
Benefits
- Performance bonuses