Senior CRM Lifecycle + Journeys Manager
Posted Updated
Description
- The Senior Manager, CRM Lifecycle + Journeys owns every triggered flow in the customer journey across email, SMS, push, and in-app for UK, Germany, and France
- You will build the automation engine that runs Quince’s retention programme: from the welcome series a UK customer sees the day we launch, to the win-back flow that recovers a French customer six months later
- This is a builder role
- You will spend most of your first six months in Iterable and the CDP
- You will write the flow logic, set up the data pipes, design the experiments, and ship the AI agents that take work out of building, testing, and reporting on flows
- The Director, CRM owns the retention strategy and the campaign calendar
- You own the triggered flow programme that runs alongside it
- Two constraints shape this job
- UK and EU privacy rules mean the US lifecycle playbook does not transfer unchanged: you will rebuild the identity-resolution layer and shift weight toward logged-in and app behaviour
- Channel economics also differ across markets, with SMS in particular materially more expensive in Europe than in the US, so the sequencing of email, SMS, push, and in-app per flow per market is not the same as the US default
- You will be joining a team that values speed, candor, and rigour
- Build, launch, and own every triggered lifecycle flow for UK (July 2026), DE (October 2026), and FR (November 2026): welcome, browse abandon, cart abandon, post-purchase, low stock, back in stock, win-back, replenishment, care instructions
- Partner with MarTech to Ship AI agents and tooling that take work out of flow build, copy, segmentation, and QA. Target at least one end-to-end CRM agent in production by EoY1 and a 50% reduction in flow concept-to-deployment time within 90 days
- Partner with the Data team to run the triggered-flow testing roadmap with statistically sound design. Minimum 6 A/B tests per quarter per flow per market
- Build channel-cost decision logic across email, SMS, push, and in-app per flow per market
- Recover signal lost from fingerprinting and consent restrictions in UK/EU by pushing app and logged-in routing for non-consenting users
- Stand up and run the localisation pipeline with freelance copywriters for EN-UK, DE, and FR. Localised flow content live before each market launch
- Partner with tech team to maintain CDP quality across UK/EU: data model, integrations (Iterable, Attentive, app SDK, site events), data hygiene, latency, and identity-resolution accuracy
- This role is for you if you like building things, you can hold a roadmap in one hand and a SQL query in the other, and you have an opinion on how AI changes lifecycle work over the next 18 months
- Has built or deployed AI agents or LLM workflows in a marketing context (copy, segmentation, flow logic, QA). If you have not shipped one yet, you can describe the one you would ship in your first 90 days here
- 6+ years lifecycle/CRM marketing in DTC or ecommerce, including at least 3 years owning automated/triggered flows end to end (not campaign/blast)
- Detail-oriented. Triggered flows live or die on edge cases (locale, currency, time zone, opt-in state, suppression rules)
- Hands-on with Iterable (preferred), or comparable ESP (Braze, Klaviyo, SFMC). Must have built flows in the tool, not just briefed them
- Strong cross-functional operator. Will work daily with creative, brand, data science, tech, and US CRM counterparts
- A/B testing rigour. Knows what statistical significance means and where it breaks in lifecycle (sample size, primary metric selection, novelty effects)
- Hands-on with a CDP: Segment, mParticle, Hightouch, Census, or similar. Must understand identity resolution and data hygiene
- Working knowledge of UK/EU privacy law (GDPR, PECR) and consent management. Understands what changes operationally when fingerprinting is restricted
- SQL proficient. Can self-serve in Looker, Lookr, or BigQuery without waiting for an analyst
- Multi-market lifecycle experience (UK + DE or FR), fashion or home goods background, app-native lifecycle experience, fluency in DE or FR