CRM & Lifecycle Senior Manager

About the role

Better Collective is seeking an experienced CRM & Lifecycle Senior Manager to define and lead a group‑wide customer relationship management strategy across its global sports media brands. This senior position blends strategic thinking with hands‑on execution to turn data into personalised experiences and measurable business value.

Key responsibilities

• Develop and own the group‑wide CRM and lifecycle strategy, establishing principles, standards and a scalable operating model.
• Design and launch automated lifecycle programmes covering acquisition, onboarding, engagement, conversion, retention and re‑activation.
• Activate first‑ and zero‑party data to improve segmentation, personalisation, content recommendations and cross‑sell opportunities.
• Coordinate multi‑channel CRM efforts across email, newsletters, app/web push, in‑app and on‑site messaging.
• Partner with product and technology teams to optimise the CRM stack, including automation, journey orchestration and CDP integration.
• Create a measurement framework linking CRM activity to commercial outcomes and run structured experimentation programmes.

Required profile

• Significant experience leading CRM, lifecycle or customer engagement programmes in digital media or subscription‑based businesses.
• Strong stakeholder management skills, able to influence senior leaders and work closely with product, data, technology, editorial and commercial teams.
• Analytical and commercial mindset with a track record of connecting CRM activity to measurable business results.

Required skills

• Email marketing and marketing automation platforms.
• Customer segmentation, personalisation and data activation.
• Journey orchestration and CRM/CDP integration.
• Experience with large customer databases and behavioural/transactional data.