Lifecycle Marketing Manager / Assistant Manager

About the Role:

We are looking for a hands-on and data-driven Lifecycle marketing or CRM Marketing Manager to be part of our Lifecycle marketing team. This is a builder's role - you will be the person analysing lifecycle journey performance, messaging channels, setting up messaging in automation journeys, and ensuring every journey is effective in driving conversion and marketing messages we send to users are timely, relevant, and measurably effective.

Across journeys and channels you will be responsible for strategy, design planning, hands-on execution, segmentation, performance reporting, and continuous optimisation. This role reports into the Lifecycle team, then working closely with data, content and product teams to drive engagement, retention, and impacting revenue.

Your Responsibilities:

Automation & Journey Design

• Own lifecycle journey performance, from conversion rates to channel specific engagement rates, including acquisition nurture, cross-sell/upsell, churn prevention, reactivation and multiple engagement journeys.
• Collaborate with Lifecycle team to design and implement event-triggered and behaviour-based automation flows, via our CEP platform (e.g. Braze, or equivalent). Define trigger logic, delay windows, frequency caps, and exit conditions to create coherent automations that effectively reach users to drive conversion outcome.
• Build, maintain, optimise channel-specific touchpoints in automation journeys for the full user lifecycle.
• Set up, configure, and manage journeys/campaigns across Email, Whatsapp, App Pushes, In-app Pop ups, In-app Banners, and SMS - from journey automations to day-to-day operations.
• Collaborate with Growth Analytics and Product to ensure the right behavioural events and user attributes are instrumented and available for targeting, or where new features need to be built for messaging channels to be fully effective.
• Ensure channel hygiene: suppression lists, compliance with platform policies, messaging frequency, all to ensure engagement rates are optimised.

Segmentation & Personalisation

• Build and manage audience segments based on behavioural signals, lifecycle stage, product usage, demographics, and engagement history.
• Apply personalisation at scale — dynamic content, variable substitution, and conditional logic - to ensure messages are relevant to each recipient.
• Develop and maintain a segmentation framework that supports both always-on journeys and one-off campaigns.
• Identify relevant cohorts and develop targeted communication strategies for each.

Performance Reporting & Analytics

• Own journey performance reporting - tracking conversion rate, delivery rate, open/read rate, click-through rate, opt-out rate, and conversion attribution.
• Leverage dashboards to give the team real-time visibility into journey/campaign performance and channel health.
• Conduct weekly analysis and produce actionable insights for marketing activities & journeys -what worked, what didn't, and what to test next.
• Interpret channel-level trends and proactively address uplifts/deterioration.

Optimisation & Experimentation

• Design and run structured A/B and multivariate tests across message copy, creative, timing, frequency, and targeting - with clear hypotheses and statistically valid conclusions.
• Continuously optimise content, message cadence, and channel mix based on user behaviour and engagement data.
• Identify funnel leaks in automation journeys and implement fixes to improve conversion at each stage.
• Stay current with platform-specific best practices for Email, App Push, In-app pop up, in-app banners, WhatsApp, etc and apply them to improve engagement.

Cross-Functional Collaboration

• Partner with Global and Regional marketing teams to influence teams on lifecycle marketing impact, and provide subject matter expertise on how our journeys/activations are effectively reaching users, driving conversions and achieving campaign goals.
• Work with Content team to brief and deliver assets optimised for each channel's format and audience context.
• Work with Growth Analytics to ensure accurate measurement, event tracking, audience segments and regular in-depth analysis.
• Partner with Product teams if there are relevant features that need to be built to expand effectiveness of channel.

What Makes You a Great Fit:

Job Experience & Education

• 4–5 years of hands-on experience in CRM, lifecycle marketing, or mobile marketing in a consumer app environment (e-commerce, fintech, trading, super-app, gaming, or similar).
• Proven experience setting up and managing lifecycle journeys and channel messaging such as Email, App Pushes, In-app banners, WhatsApp, SMS.
• Proficiency with at least one enterprise CEP platform: Braze, Salesforce Marketing Cloud, Emarsys, Klaviyo, Marketo, Iterable, or equivalent.
• Strong understanding of user segmentation principles — behavioural, lifecycle-based,
• attribute-based — and how to apply them.
• Data-literate: comfortable reading dashboards, interpreting funnel metrics, and drawing actionable conclusions from campaign data.
• Experience running A/B tests and communicating results clearly to non-technical stakeholders.
• Understanding basic AMPscript or Liquid code or other token/tag syntax is required.
• Basic understanding of Mandarin required to liaise with regional stakeholders; conversational or business-level Mandarin is a plus.

Your Journey After Applying

1. Screening interview with our talent acquisition partner

2. Interview with your manager

3. Second interview with 2nd-level manager