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.

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

Benefits

Job Description