Lifecycle Strategy Manager

Job Description

The CRM Lifecycle Strategy Manager is responsible for leading the development and execution of Etihad’s CRM lifecycle strategy across acquisition, retention, and travel communications. The Manager ensures lifecycle activities are cohesive, data-led, and aligned with business objectives, driving customer engagement, retention, and lifetime value. Acting as a strategic partner, the role works closely with Loyalty, Data, Technology, Marketing and Commercial teams to deliver measurable lifecycle impact.

Accountabilities

• Design and implement the overarching CRM lifecycle strategy across Acquisition, Retention, and Travel Communications, ensuring clarity of ownership, alignment, and seamless handoffs across lifecycle stages.
• Ensure lifecycle strategies are customer-centric and data-led, aligned with Etihad’s commercial, loyalty, and brand objectives.
• Lead lifecycle planning, prioritisation, and roadmap alignment, translating business priorities into clear frameworks that CRM Managers can execute effectively.
• Oversee lifecycle performance and measurement, ensuring consistent definitions, tracking, and reporting of acquisition, retention, engagement, churn, and customer lifetime value.
• Drive data-led decision-making and experimentation, partnering with Data and Analytics teams to apply insights, models, and test-and-learn practices across the lifecycle.
• Identify opportunities for improvement and change, driving initiatives that enhance lifecycle effectiveness, scalability, and operational maturity.
• Provide strategic leadership and guidance to CRM Managers, supporting performance, development, and accountability across teams.
• Represent the CRM lifecycle function with senior stakeholders, ensuring alignment, clarity, and effective decision-making across Marketing, Digital, Loyalty, and Technology teams.
• Champion best practices, innovation, and continuous improvement across CRM processes, tooling, and ways of working.
  
  

• Bachelor’s degree in Marketing, Business, Communications, Data, or a related field. Advanced qualifications in analytics, strategy, or CRM are an advantage.
• 7 years of experience in CRM, lifecycle marketing, or customer engagement roles within complex consumer businesses.
• Prove experience leading lifecycle or CRM strategies across multiple customer stages.
• Strong commercial and analytical mindset, with experience using data to inform strategy and performance decisions.
• Experience managing and developing high-performing teams and working cross-functionally at senior levels.
• Familiarity with CRM platforms, lifecycle measurement, and customer engagement metrics. Experience with platforms such as Adobe Campaign Manager, Salesforce, Braze or similar is preferred.
• Strong knowledge of audience segmentation, personalisation, preference management, and lifecycle marketing principles.
• Experience working closely with technology and data teams to enable lifecycle strategy execution, including exposure to agile ways of working, PI planning, and sprint-based delivery environments.
• Ability to provide creative and strategic direction for CRM communications, with a strong understanding of what drives effective messaging across email, push notifications, and other CRM channels.
• Experience working in high-volume CRM environments, balancing scale while protecting relevance, trust, and customer experience.
• Exceptional stakeholder management skills, with confidence influencing senior leaders and cross-functional teams.
• Demonstrated ability to work autonomously, proactively identify opportunities, and lead change in complex environments.
  
  

Etihad Airways is more than the UAE’s national airline - we’re shaping the future of global aviation. From our hub in Abu Dhabi, we connect people across continents and cultures, while driving our “Journey 2030” ambition to double our fleet, expand our network and grow our people for a new era of excellence. Join us and become part of a vision where the world is your workplace and extraordinary experiences take flight.

To learn more visit www.etihad.com

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