Senior CRM & Lifecycle Marketing Manager (B2C Growth & Monetisation)

About the Role

We are looking for an experienced Senior CRM & Lifecycle Marketing Manager - B2C Growth & Monetisation to join the Growth team of a fast-growing international consumer AI technology company. This is a commercially focused position responsible for transforming CRM into a major revenue-generating channel across a high-volume B2C consumer platform.

You will take ownership of the entire customer lifecycle, with a particular emphasis on converting registered users into first-time paying customers, increasing repeat purchase frequency, improving retention, reactivating inactive users and maximising customer lifetime value (LTV). Working directly with the Co-founder & CMO, you will develop and execute CRM strategies, build automated customer journeys, optimise segmentation and run data-driven experiments that deliver measurable commercial results.

The ideal candidate has a proven track record of personally driving significant revenue improvements through CRM within consumer businesses operating on subscriptions, repeat purchases, deposits, tokens, credits or virtual currency models. This is a highly autonomous role requiring someone who can identify commercial opportunities, implement solutions and demonstrate clear before-and-after performance improvements without relying on an established playbook.

Key Responsibilities

• Take end-to-end ownership of CRM performance, with a focus on first-purchase conversion, token revenue, repeat purchase frequency and customer lifetime value.
• Develop and execute CRM initiatives designed to increase customer acquisition monetisation and recurring revenue.
• Identify opportunities to improve conversion from registered users to first-time paying customers.
• Drive repeat purchases, customer engagement and revenue growth through targeted lifecycle marketing initiatives.
• Establish CRM as a significant contributor to overall business revenue.
• Define commercial priorities and translate them into actionable CRM strategies and campaigns.
• Design, build and optimise customer segments, behavioural triggers, campaigns and automated lifecycle journeys.
• Own CRM initiatives across onboarding, first-purchase conversion, retention, churn prevention and reactivation.
• Develop personalised customer journeys based on user behaviour, purchase history and engagement patterns.
• Optimise customer communication strategies to improve conversion, repeat monetisation and long-term engagement.
• Identify opportunities to increase purchase frequency and reduce customer churn.
• Continuously improve lifecycle automation and customer segmentation strategies.
• Design and execute CRM experiments to identify high-impact revenue and conversion opportunities.
• Analyse customer behaviour, purchase patterns, engagement data and revenue performance.
• Measure campaign effectiveness using clear attribution, incrementality and before-and-after performance analysis.
• Evaluate CRM initiatives against conversion, retention, revenue and LTV metrics.
• Translate analytical insights into practical improvements and scalable lifecycle strategies.
• Establish measurable success criteria for CRM campaigns and experiments.
• Identify successful initiatives and scale them across relevant customer segments.
• Work closely with the Co-founder & CMO and cross-functional teams to implement CRM growth initiatives.
• Collaborate with product, data, marketing and technical stakeholders to improve customer lifecycle performance.
• Independently identify challenges, develop solutions and drive execution in a fast-paced environment.
• Contribute to building and continuously improving the company's CRM function.
• Take ownership of commercial outcomes and clearly communicate individual contributions and results.
• Use AI-powered tools where relevant to support customer analysis, segmentation, personalisation, experimentation and content development.
• Lead, support or coach CRM specialists where applicable.

Requirements

• Proven professional experience in CRM, lifecycle marketing, retention marketing or customer monetisation, with a strong commercial focus.
• Demonstrated track record of personally driving significant measurable revenue or conversion improvements through CRM.
• Ability to present clear examples of CRM initiatives, including initial performance baseline, actions taken, individual ownership, timeframe and final measurable results.
• Strong hands-on B2C CRM and lifecycle marketing experience within a high-volume consumer business.
• Experience with consumer monetisation models involving subscriptions, repeat purchases, deposits, tokens, credits, virtual currency or similar recurring transactions.
• Proven ownership of both first-purchase conversion and repeat customer monetisation.
• Practical experience designing and implementing customer segments, behavioural triggers, campaigns and automated lifecycle journeys.
• Strong understanding of customer acquisition monetisation, conversion rates, repeat purchase frequency, retention, churn and LTV.
• Experience measuring CRM performance through attribution, incrementality and commercial impact analysis.
• Strong analytical capabilities and ability to translate customer data into actionable revenue growth initiatives.
• Proven experience developing and executing CRM experiments and optimisation strategies.
• Ability to clearly distinguish personal contributions and measurable results from wider team achievements.
• Strong commercial judgment and a results-oriented mindset.
• Ability to independently identify opportunities, prioritise initiatives and execute without a fully established playbook.
• Excellent cross-functional collaboration, stakeholder management and communication skills.
• Comfortable operating in a fast-paced, high-growth international environment.
• Advanced English proficiency (C1-C2).
• Willingness to work under a B2B contractor agreement.

Preferred Qualifications

• Previous experience in iGaming, free-to-play gaming or other high-frequency repeat-purchase consumer businesses.
• Experience optimising monetisation journeys involving virtual currencies, tokens, credits or repeat deposits.
• Previous responsibility for leading, mentoring or coaching CRM specialists.
• Experience using AI tools for CRM analytics, segmentation, personalisation, experimentation or content generation.
• Experience building or scaling CRM functions within rapidly growing consumer technology companies.

Benefits

• Competitive senior-level compensation package.
• Additional performance-based bonus opportunities.
• Fully remote working arrangement from Europe.
• B2B contractor engagement preferred.
• Direct reporting line to the Co-founder & CMO.
• Significant autonomy and ownership over CRM strategy, revenue growth and lifecycle performance.
• Opportunity to develop CRM into a major commercial growth channel.
• Exposure to a high-volume international consumer AI platform.
• Opportunity to lead high-impact initiatives across conversion, monetisation, retention and customer lifetime value.
• International working environment within a rapidly growing technology business.
• Opportunity to shape and improve the company's CRM function.
• Professional development opportunities within an innovative AI-focused organisation.