About the Role
We’re looking for a Senior CRM & Lifecycle Specialist to own and optimize the B2B merchant lifecycle in the UAE. You will be responsible for improving conversion rates across every step of the partner journey, from new sign-ups to transacting merchants, and for driving product adoption and retention via personalized, data-driven lifecycle campaigns. This is a highly cross-functional role that collaborates closely with the Product, Data, Content, and Performance teams. You will own CRM strategy, campaign logic, segmentation, and performance, while coordinating execution with our CRM agency.
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Your Responsibilities
- Lifecycle Strategy: Design full-funnel lifecycle journeys to convert leads, drive adoption of the company's products, and ensure merchant retention.
- Funnel Optimization: Own conversion metrics across CRM stages (KYB In Progress, Qualified, Live, Transacting) and reduce drop-off at each step.
- Journey Execution Oversight: Coordinate with the CRM agency to deploy journeys across the different channels and optimize performance.
- Event & Data Logic: Collaborate with Product and Data teams to define and improve CRM events, and triggers.
- CRM Hygiene & Integration: Maintain CRM data health and resolve issues like duplicate users, invalid events, or broken journeys if they arise.
- Segmentation & Rules: Own segmentation criteria, lifecycle rules, and eligibility logic across the funnel and countries.
- Testing & Reporting: Run A/B tests on messaging, frequency, and touchpoints. Define success metrics and build dashboards to monitor CRM performance.
- Placement Optimization: Work with Product to introduce new CRM placements inside the Partner Portal and onboarding experience.
Your Expertise
- Complex CRM Logic Implementation: Expertly configure and maintain advanced CRM logic using dynamic content, Liquid logic, webhooks, and connected content to deliver hyper-personalized experiences.
- Technical Execution: Independently manage complex workflows, event integrations, CRM system configurations, and troubleshooting when needed.
- Tool Familiarity: Experience with tools such as Braze, MoEngage, Mandrill & Creatio.
- HTML Knowledge: Familiarity with HTML is a plus.
- Experience: 4+ years of experience in CRM, lifecycle marketing, or marketing automation (B2B, SaaS, fintech, or marketplaces preferred).
- Track Record: Strong track record improving conversion rates and funnel velocity through CRM programs.
- Agency Management: Experience managing CRM agencies.
- Data-Driven Mindset: Data-driven mindset with working knowledge of UTM frameworks, segmentation, and marketing attribution.
- Technical Collaboration: Comfort working with technical teams on events, APIs, and CRM system logic.
Performance Metrics
Success in this role will be measured by:
- Funnel conversion improvements.
- Reduced lifecycle drop-offs and increased velocity to first transaction.
- Uplift in transaction volumes due to CRM journeys.
- CRM data accuracy and reduced duplication/errors.
- Volume and learnings from lifecycle experiments.
