Customer Lifecycle Marketing Manager

Customer Lifecycle Marketing Manager

London, hybrid

6 month FTC

DEPT® is a Growth Invention company built to help the world’s most ambitious brands grow faster. Operating at the intersection of technology and marketing, our 4,000+ specialists deliver growth invention services across Brand & Media, Experience, Commerce, CRM, and Technology & Data. We’re 50|50 tech and marketing, partner-led, and first to move. Clients include Google, Lufthansa, Meta, eBay, and OpenAI. We have been certified B Corp and Climate Neutral since 2021.

JOB PURPOSE

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.

1. Lifecycle Strategy & Journey Design

• 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.

2. Specification & Delivery

• 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.

3. Data Collection & Enhancement

• 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.

4.Content & Creative

• 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.

5. Measurement, Testing & Optimisation

• 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.

6. Collaboration & Ways of Working

• 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.

• A flexible, hybrid working policy (2 days from the office, depending on location).
• An excellent salary based on experience and equal pay policies
• Pension, free private healthcare, mental health support, and company sick pay scheme.
• 26 days paid holiday (plus UK Bank Holidays).
• Help getting you to work with a season ticket loan and cycle to work scheme.
• Enhanced family friendly policies to support new parents.
• Social and Cultural Events, plenty of opportunities to connect with colleagues through organised activities and celebrations.
• Inspirational Talks, bringing the outside in with regular guest speakers and events.
• Learning and Development, supporting your growth with continuous opportunities to learn and advance.
• Buddy Programme: You will be paired with a ‘Buddy’ to help you through your first weeks’ at DEPT®.
• A reputation for doing good. DEPT® has been a Certified B Corp® since 2021 and named ‘Agency of the Year’ at both The Lovies and The Webby Awards.
• Awesome clients. Whether big or small, local or global — at DEPT® you’ll get the opportunity to work with clients of all sizes and across all industries. And we celebrate all of our successes together!
• The opportunity for possibility. We want to enable you to do what you do best and help you develop your skills further with training, development and certifications.
• Global annual DEPT® Cares Month in which employees come together and donate their skills to support local charities.

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.