Define and maintain the end-to-end customer lifecycle across onboarding, activation, engagement, retention, up/cross-sell and winback
Own and evolve our lifecycle segmentation model to reflect our growing customer base
Use Braze to build, test and optimise automated journeys that drive feature adoption, retention and CLTV
Own the global onboarding automation setup, from first touchpoint through key activation milestones
Build proactive churn prevention and winback automations using behavioural signals and predictive scores
Run A/B and multivariate tests across lifecycle touchpoints to improve performance and guide decisions
Partner with local markets to align global lifecycle frameworks with local execution
Track and report on lifecycle performance across retention, churn reduction, reactivation and customer value
Improve workflows and output through AI tooling, experimentation and automation

Solid experience in lifecycle marketing, CRM, retention, or a similar role in a subscription or recurring-revenue business
Hands-on experience with Braze and building automated customer journeys end-to-end
Strong experimentation skills, with the ability to use data and insights to improve performance
Commercially minded, with a clear understanding of retention, revenue and customer value
Comfortable using AI tools and applying predictive signals in segmentation and automation logic
Fluent in English, our working language. German, Dutch or Swedish is a plus

Lifecycle and Automation Manager

Key skills