Lifecycle Strategy Manager (UAE Nationals Only)

About the role

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

Key responsibilities

• Design and implement the overarching CRM lifecycle strategy across acquisition, retention and travel communications, ensuring clear ownership and seamless hand‑offs.
• Lead lifecycle planning, prioritisation and roadmap alignment, translating business priorities into actionable frameworks for CRM managers.
• Oversee performance measurement, defining and reporting acquisition, retention, churn and customer‑lifetime‑value metrics.
• 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 across Marketing, Loyalty, Digital and Technology.

Required profile

• Bachelor’s degree in Marketing, Business, Communications, Data or a 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 influencing senior leaders.

Required skills

• Hands‑on experience with CRM platforms such as Adobe Campaign Manager, Salesforce or Braze.
• Expertise in audience segmentation, personalization and preference management.
• Knowledge of lifecycle measurement, customer engagement metrics and churn analysis.
• Familiarity with agile ways of working, PI planning and sprint‑based delivery.
• Ability to craft effective email, push‑notification and other CRM channel communications.