Lifecycle Strategy Manager

About the role

The CRM Lifecycle Strategy Manager will lead the design and execution of Etihad’s end‑to‑end CRM lifecycle strategy, covering acquisition, retention and travel communications. This senior role partners with Loyalty, Data, Technology, Marketing and Commercial teams to drive customer engagement and lifetime value.

Key responsibilities

• Design and implement a cohesive CRM lifecycle strategy across all customer stages, ensuring clear ownership and seamless handoffs.
• Lead planning, prioritisation and roadmap alignment, translating business priorities into actionable frameworks for CRM managers.
• Oversee performance measurement, defining and reporting on acquisition, retention, churn and lifetime value metrics.
• Drive data‑led decision‑making and experimentation in partnership with Data and Analytics teams.
• Represent the CRM lifecycle function with senior stakeholders, ensuring alignment across Marketing, Digital, Loyalty and Technology.

Required profile

• Minimum Bachelor’s degree in Marketing, Business, Communications, Data or related field; advanced analytics or CRM qualifications are a plus.
• At least 7 years of experience in CRM, lifecycle marketing or customer engagement within complex consumer businesses.
• Proven track record leading lifecycle or CRM strategies across multiple customer stages.
• Strong commercial and analytical mindset with experience influencing senior leaders.

Required skills

• Hands‑on experience with Adobe Campaign Manager, Salesforce, Braze or similar CRM platforms.
• Deep knowledge of audience segmentation, personalization, preference management and lifecycle measurement.
• Familiarity with agile delivery methods, PI planning and sprint‑based environments.