Head of Lifecycle Marketing

Office requirement: Hybrid 2 days in office (Monday and Wednesday) Employment type: Permanent At GWI, we are always looking for extraordinary people who thrive on making an extraordinary impact. Right now we’re looking for a Head of Lifecycle Marketing to play a key role in our Marketing Team in London. If that’s you and making a difference gets you out of bed in the morning, keep reading. It could be the start of something well extraordinary. As our Head of Lifecycle Marketing, you’ll: Build and scale our lifecycle marketing function from the ground up. Reporting to the VP of Growth Marketing, this role is ideal for a builder who thrives in ambiguity and is both highly technical and creative, able to establish scalable infrastructure programs and processes that deliver measurable impact. The core responsibility of this role is to drive customer activation, adoption and retention across the lifecycle. You’ll design lifecycle motions that support our Product‑Led Growth (PLG) strategy and complement our Sales‑Led Growth (SLG) priorities, ensuring lifecycle becomes a core driver of growth. You’ll own the customer journey across marketing and product touchpoints, leveraging behavioral data to design and execute lifecycle programs that deepen engagement, improve retention and accelerate expansion. It’s also fun; shaking things up is what working for a growing company is all about. So you’ll need to be flexible, comfortable with continuous change and working in a high‑tempo environment as we grow. What do I need to bring with me You’ll need to be able to demonstrate the core skills this role requires. Here’s what the team will be looking for in you: Strategy & leadership Stand up GWI’s lifecycle marketing function from the ground up, creating strategy, processes and scalable foundations. Define the global lifecycle marketing strategy roadmap and operating model focused on user activation, adoption and retention. Lead and mentor one direct report, setting clear priorities and supporting their development while building the foundations for scaling the team over time. Establish ways of working across Growth, Product and Revenue that embed lifecycle as a core growth lever. Act as the lifecycle marketing voice in cross‑functional initiatives, aligning programs with product strategy and company objectives. Infrastructure segmentation & experimentation Develop customer segmentation frameworks based on product usage, value and behavior. Partner with product and data teams to build the enablement infrastructure: event instrumentation, data pipelines and behavior‑based triggers. Collaborate with Marketing Ops and product to build and optimise the lifecycle tech stack across email, in‑app, CRM and other channels. Set up and run structured experiments to improve activation, retention and LTV, iterating based on results. Partner with our Monetisation & Lifecycle Strategist to align lifecycle programs with upsell and cross‑sell opportunities. Champion an experimentation culture, running structured A/B tests to optimise lifecycle programs and customer journeys. Program development & execution Design and deliver onboarding, activation and engagement programs that shorten time‑to‑value and deepen product usage. Build lifecycle initiatives such as onboarding journeys, nurture flows, in‑product messaging and customer education that scale across regions and segments. Create lifecycle journeys that drive conversion from free to paid, adoption of new features and account expansion. Ensure programs are personalised, behaviour‑driven and measurable across the user journey. Cross‑functional collaboration Partner with Product and Product Marketing to ensure lifecycle programs align with onboarding flows, usage milestones and adoption priorities. Collaborate with Demand Gen and Performance Marketing to create a seamless growth engine that connects acquisition with engagement. Work with Revenue and Customer Success to ensure lifecycle complements high‑touch engagement for strategic accounts. Partner with Marketing Operations to ensure lifecycle campaigns are data‑driven, tracked and reported accurately. Measurement & Reporting Define lifecycle KPIs across activation, engagement, retention, expansion and revenue contribution. Partner with Analytics to build the reporting framework and dashboards that provide visibility into lifecycle health and performance. Deliver regular updates and insights to the VP of Growth Marketing and executive stakeholders. Equally important is attitude. We want people who think big (to make an impact), ask why (to find a better way) and show respect (to everyone at every level all the time). Those are our values and they’re a big part of what we’re looking for in you. Why Join Us Build and lead the lifecycle marketing function at GWI, shaping how we engage users from onboarding to advocacy. Partner with Product Growth and Revenue leaders to make lifecycle a core driver of both PLG and SLG motions. Build and mentor a team of lifecycle marketers, scaling programs that deliver measurable impact. Be part of a mission‑driven, customer‑first culture that values innovation, collaboration and commercial results. What We Offer At GWI, you’ll find meaningful work, visible impact and a culture that empowers you to do your best. Our package includes: Time to recharge – 25 days annual leave plus office closures over the holidays. Health & wellbeing – Health cash plan, enhanced family benefits, carer days, mental health support. Financial benefits – Competitive salary, 4% pension matching, recognition and reward programmes. Flexibility & balance – Flexitime, early Friday finishes, hybrid / remote options, work from home budget. Career growth – Accredited learning programmes, leadership development, global career mobility. Community & impact – DE&I committee, volunteering opportunities, donation matching, payroll giving. Diversity, Equity & Inclusion Diversity is fundamental to who we are both as a data company and as a workplace. Our data reflects global realities and so must our teams. We strive to ensure our workforce is as diverse and inclusive as the insights we provide to our clients. As a Disability Confident employer we welcome applications from disabled candidates and are committed to providing all necessary adjustments during the hiring process. We also actively encourage applications from under‑represented and marginalised communities. At GWI you will find a place where you can contribute meaningfully, grow professionally and belong fully. Required Experience: Director Key Skills Digital Marketing Performance Marketing B2B Sales Marketing SAAS Growing Experience Customer Acquisition Multichannel Marketing Affiliate Marketing Team Management Public Speaking Lead Generation Employment Type: Full Time Experience: years Vacancy: 1 #J-18808-Ljbffr