CRM & LIfecycle Specialist

About the Role
The company is seeking a CRM & Lifecycle Specialist to take ownership of lifecycle marketing from start to finish. In this high-ownership, high-impact role, you will manage the complete lifecycle experience for both businesses and individuals who utilize the company, spanning from sign-up and initial activation to long-term retention. You will be responsible for developing the lifecycle strategy, determining testing parameters, building campaigns using Braze, and analyzing the outcomes. Your contributions will directly influence activation, retention, and revenue within one of the region's leading fintech platforms, collaborating closely with product, growth, and leadership teams.

Responsibilities
As a CRM & Lifecycle Specialist at the company, you will:

• Own the company's lifecycle strategy from end-to-end, defining the journeys, priorities, and roadmap for onboarding, activation, engagement, retention, and win-back.
• Build, launch, and optimize lifecycle campaigns and automated journeys through email, push notifications, and in-app messaging using Braze, being hands-on with the tools.
• Manage lifecycle metrics by setting targets for activation, retention, and conversion, and be accountable for achieving these goals.
• Design a segmentation strategy for both business and consumer users to ensure accurate messaging reaches the right users at the right time.
• Conduct a high-velocity experimentation program in collaboration with the Growth/Engagement Product Manager and Product Marketers, turning growth hypotheses into A/B tests focused on messaging, cadence, and targeting.
• Own deep linking and campaign attribution using Branch to ensure accurate tracking across all channels.
• Coordinate cross-channel campaigns with the broader marketing team, ensuring cohesive audiences, timing, and messaging.
• Maintain CRM data quality and audience hygiene, collaborating with data and engineering teams to keep data clean, reliable, and actionable.
• Partner with design and content teams to curate on-brand, high-converting messaging that reflects the company's voice.
• Oversee the health of the martech stack, identify issues, and work with product and engineering teams to implement necessary fixes and improvements.

Requirements
To succeed in this role, you likely:

• Have 3-5 years of experience in CRM or lifecycle marketing, preferably with B2B or SMB products such as merchant platforms, SaaS, or B2B fintech.
• Have hands-on experience in building and running automated lifecycle journeys in a CRM platform, from segmentation and development through to outcome reporting.
• Possess a strong analytical background, using data to guide decisions on what to create, test, and scale.
• Have experience in a fast-paced scaling environment and enjoy establishing order and structure within ambiguity.
• Demonstrate initiative, a bias towards action, and a desire for real ownership over performance metrics.
• Can maintain a macro view while focusing on details, questioning assumptions, and employing first principles thinking for problem-solving.
• Are skilled at managing multiple campaigns and stakeholders concurrently, facilitating clear communication with both technical and non-technical teams.
• Exhibit high integrity, a collaborative mindset, and a passion for growth.
• Are based in, or willing to relocate to, the UAE (relocation support provided).

What Would Amaze Us

• Direct experience with Braze and Branch, allowing for immediate impact without a lengthy onboarding process.
• Proven experience building a lifecycle program from inception or scaling one, with measurable metrics to demonstrate your impact.
• Experience managing lifecycle marketing for both B2B and consumer audiences, particularly within fintech or other regulated fast-paced sectors.
• A strong intuition for copywriting with an ability to craft messaging that drives conversions.
• Comfort with retrieving your own data and conducting analyses to draw insights from campaign performance without relying on additional analytical support.
• An understanding of martech integration processes; not just using tools, but also recognizing how they interconnect and identifying issues.