Lifecycle Strategy Manager

About the role

The CRM Lifecycle Strategy Manager will lead the development and execution of Etihad’s lifecycle strategy across acquisition, retention and travel communications, ensuring data‑led, customer‑centric initiatives that drive engagement and lifetime value.

Key responsibilities

• Design and implement the overarching CRM lifecycle strategy, ensuring clear ownership and seamless handoffs across stages.
• Lead lifecycle planning, prioritisation and roadmap alignment, translating business priorities into actionable frameworks for CRM managers.
• Oversee performance measurement, tracking acquisition, retention, churn and customer lifetime value.
• Drive data‑led decision‑making and experimentation in partnership with Data and Analytics teams.
• Provide strategic leadership to CRM managers and represent the function with senior stakeholders.

Required profile

• Bachelor’s degree in Marketing, Business, Communications, Data or related field; advanced analytics or CRM qualifications are a plus.
• Minimum 7 years of experience in CRM, lifecycle marketing or customer engagement within complex consumer businesses.
• Proven experience leading multi‑stage lifecycle or CRM strategies.
• Strong commercial and analytical mindset with ability to influence senior leaders.

Required skills

• Experience with CRM platforms such as Adobe Campaign Manager, Salesforce or Braze.
• Knowledge of audience segmentation, personalisation, preference management and lifecycle marketing principles.