Lifecycle Strategy Manager (UAE Nationals)

About the role

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

Key responsibilities

• Design and implement a cohesive CRM lifecycle strategy, ensuring clear ownership and seamless hand‑offs across acquisition, retention and travel communication stages.
• Lead lifecycle 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 customer lifetime value metrics.
• Drive data‑led decision‑making and experimentation in partnership with Data and Analytics teams.
• Identify improvement opportunities, championing initiatives that enhance scalability, operational maturity and effectiveness.
• Provide strategic leadership to CRM managers, supporting performance, development and accountability.
• Represent the lifecycle function with senior stakeholders, ensuring alignment across Marketing, Digital, Loyalty and Technology.

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 track record of leading lifecycle or CRM strategies across multiple customer stages.
• Strong commercial and analytical mindset with experience using data to inform strategy.
• Experience managing high‑performing teams and working cross‑functionally with senior leaders.

Required skills

• Hands‑on experience with CRM platforms such as Adobe Campaign Manager, Salesforce or Braze.
• Knowledge of audience segmentation, personalisation and preference management.
• Familiarity with agile delivery methods, PI planning and sprint‑based environments.