VP - Customer Lifecycle Marketing

Job Description

WorkForce has partnered with a new multi-asset global trading platform. Our client has just launched and have big growth ambitions. If you are a leader who is proactive, loves a challenge and enjoys driving change- read on!

Built by traders for traders, they provide the most sophisticated traders with a serious platform that allows them to move easily between asset classes such as stocks, CFDs and crypto, depending on the regulations that govern the trader’s market.

Reporting to the SVP of Customer Engagement, you will own the Global customer journey strategy across the group. In this role, you will play a pivotal role in developing and executing strategies that enhance customer activation, adoption, and retention through lifecycle marketing. This position involves leading a skilled team and requires a deep understanding of and experience with customer journey mapping, segmentation, personalization, multi-channel marketing, PLG, digital reporting and analytics.

You will use your passion for customer engagement to work collaboratively across multi-functions advising, growing and assessing opportunities.

You will have a knack for data, confidently dissecting it and having the ability to understand the balance between our business goals, department KPI’s and overall customer engagement.

Primary responsibilities (not limited to)

  • Lead customer journey mapping for the company (in collaboration with sales, product & operational teams), covering all touchpoints, deliverables, ownership, and success metrics at each in stage of the journey, ensuring a seamless and personalized experience from initial engagement to long-term retention.
  • Establish a customer journey center of excellence, staying abreast of the latest trends, methodologies, and best practices in lifecycle marketing.
  • Advocate dynamic content and automation throughout the team. Work closely with the VP of Retention Marketing to automate all successful experiments.
  • Develop and implement a lifecycle marketing strategy aligned with the groups' business goals, focusing on successful fund/trade rates, retention, and loyalty.
  • Lead the design and execution of multi-channel lifecycle campaigns fostering an experimentation culture throughout your team.
  • Drive a self- service ethos, refining processes and driving new tooling where needed to ensure the team are as streamlined and automated within their operations as possible.
  • Define and monitor key lifecycle metrics to facilitate ongoing campaigns, programs, and optimization, including trial conversion, product engagement, adoption, and retention rates.
  • In collaboration with the data science teams build out bespoke segmentation & algorithms to unlock hyper personalisation for our customers.
  • In conjunction with the insights teams, build a suite of reports that track both revenue and engagement based KPI’s
  • Utilize data and analytics to effectively segment and target customers, optimizing communication strategies across different stages of the customer journey.
  • Regularly evaluate and report/present on the effectiveness of lifecycle marketing initiatives using key performance indicators and data-driven insights for continuous improvement.
  • Ensure all lifecycle marketing activities adhere to the company's tone of voice, legal requirements, and industry best practices.
  • Create quarterly strategies and roadmaps of planned activity, assessing and prioritising team capacity, forecasting tooling & data needs and always pushing the boundaries of customer engagement.
  • Lead a skilled team- proactively recruit & mentor, inspire and develop the existing team.


  • Knowledge of trading, betting or crypto (desirable)
  • Experience mentoring, leading and recruiting teams
  • Head of/Senior Manager level
  • Demonstrable experience building out customer lifecycle strategies
  • Demonstrable experience developing customer journey maps across product & marketing
  • Experience within a start-up environment (desirable)
  • Passionate about experimentation & dynamic content 
  • Experience using different marketing channels (i.e. email, push notifications, rich inbox etc)
  • Self-starter that can take the initiative & be proactive
  • Data focused and ROI driven
  • Confident in communicating and presenting to senior stakeholders across the business
  • Excellent written and spoken English

Additional Skills: 

  • Customer Empathy: A strong understanding of customer needs and motivations to design effective retention strategies. 
  • Problem-Solving: : Proactively identifying opportunities, structuring and finding new ways to solve problems. Ability to connect the dots across the business and how CRM / retention can impact this
  • Creativity: A creative mindset to develop and test new ideas for improving customer engagement and retention.
  • Analytical and insight-led: Data-driven, comfortable with using data and insights to inform decisions and actions; willingness to get into the details
  • Commercial: Commercially aware on the impact customer retention has on business outcomes 
  • Be an exceptional senior stakeholder manager and collaborative - able to influence and take people on a journey at all levels (especially when trade-offs are required), build collaborative and productive relationships across teams, especially with Marketing, Sales, Product, Creative and Operational teams.
  • A passion for achievement: strong integrity, test and learn, and proactive drive with a strong desire to make things happen and get things done quickly.
  • Be comfortable and flexible with growing in a fast-paced and constantly evolving environment with a growth mindset.

Hours: 40 hours/week - Monday to Friday. Work from the office: 3 days/week