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Lifecycle Manager
Department:Marketing
Location:Berlin
About the opportunity
As a Lifecycle Manager for Subscription & Loyalty, you will take end-to-end ownership of the lifecycle customer communication strategy to drive paid tier adoption, maximise recurring revenue, and grow customer Lifetime Value (LTV). Partnering closely with Product, Product Marketing, Analytics, and fellow Lifecycle domain leads, you will leverage CRM automation and AI-driven workflows to accelerate upgrades, drive adoption of premium banking features, and systematically combat downgrades.In this role, you will:
- Own and execute the lifecycle strategy for paid tiers and loyalty initiatives, moving key metrics across paid tier conversions, premium feature engagement, and subscriber retention.
- Partner with Product and Product Marketing to design end-to-end conversion paths and adoption messaging that translate premium features (e.g., travel insurance, airport lounge access) into compelling customer value.
- Design data-backed value-reminder triggers and usage milestones that reinforce membership ROI, pre-empting downgrades and reducing churn.
- Partner with Analytics to identify high-intent upgrade moments and churn triggers, translating user data into automated, high-performing CRM programs.
- Collaborate with fellow Lifecycle domain leads to integrate subscription and loyalty touchpoints seamlessly across customer touchpoints without causing message fatigue.
- Implement holistic A/B testing frameworks and longitudinal holdout models to measure incremental revenue and long-term customer LTV.
- Champion operational velocity by integrating AI tools and automated workflows to streamline production, elevate personalization, and maintain high delivery standards.
- Act as the strategic voice for domain performance, translating campaign readouts and subscription trends into clear, executive-level business insights.
What you need to be successful:
- 6+ years of experience in lifecycle marketing, CRM, or customer growth roles.
- Demonstrated success scaling paid subscriptions, recurring billing products, or loyalty programs through multi-channel lifecycle strategies that directly impact engagement, retention, and LTV.
- High drive and an entrepreneurial spirit, acting as a self-starter who actively spots hidden opportunities and takes initiative to drive them to completion.
- Strong analytical acumen with a proven ability to interpret customer data, digest analytical reports, and make data-backed conclusions.
- Exceptional collaborative skills, with experience partnering alongside Product Marketing, Analytics, and Creative teams.
- Forward-thinking, innovative mindset with an enthusiasm for leveraging modern technology, including AI agents and automated workflow solutions.
- Hands-on proficiency with customer engagement platforms (Braze experience is a strong plus) alongside collaboration tools like Figma and Jira.
- Solid understanding of data privacy rules (GDPR) and regulatory requirements within customer communications.