I&P-GN - SONG-MT-DSMS-Customer Lifecycle Campaign- Retail-Manager

Job Summary:

The I&P Global Network Song practice works with clients across their marketing, sales and services functions, providing transformation services driven by key offerings like Living Marketing, Connected Commerce and Next-Generation Customer Care. You will own customer lifecycle engagement and campaign transformation workstreams for clients across Retail, Financial Services, Software & Platforms, and Life Sciences. This is a workstream ownership role: you carry the client relationship for your track, lead a team of consultants, and are accountable for the commercial outcomes of the campaigns and journeys you design. You translate growth, retention and loyalty ambitions into segmented, decisioning-driven lifecycle interventions and prove the value they create.

Roles & Responsibilities:

• Customer Lifecycle Strategy:
• Own the end-to-end customer lifecycle framework - acquisition, onboarding, activation, engagement, cross-sell, upsell, retention, loyalty, renewal and win-back.
• Define customer segmentation and treatment strategies across lifecycle stage, value tier, behavioural profile, propensity, risk and engagement level.
• Own the campaign calendar and prioritisation across a complex, multi-channel environment, balancing commercial objectives, customer relevance, contact policy and regulatory requirements.
• Next Best Action & Personalisation:
• Translate business objectives into Next Best Action and Next Best Offer strategies - eligibility, suitability, applicability and prioritisation logic.
• Work with decisioning, data and martech teams to define engagement policies, arbitration rules, contact policy and suppression frameworks.
• Drive the shift from batch campaign execution to trigger-based, event-driven, real-time and always-on engagement.
• Industry-Specific Growth & Retention Programmes:
• Retail: Design lifecycle programmes that drive repeat purchase, purchase frequency, basket growth, loyalty participation, category expansion, omnichannel conversion and customer retention.
• Financial Services: Design onboarding, activation, product adoption, cross-sell, wallet-share, servicing, retention and lifetime-value programmes while accounting for consent, suitability and regulatory controls.
• Software & Platforms: Drive onboarding completion, feature adoption, free-to-paid conversion, usage expansion, subscription renewal, churn prevention and reactivation across user and account lifecycles.
• Life Sciences: Shape compliant HCP and patient engagement journeys, including HCP education, patient support programme enrolment, adherence, persistence and omnichannel engagement, in partnership with medical, legal and regulatory stakeholders.
• Journey & Channel Orchestration:
• Design omnichannel journeys across email, SMS, mobile app, push notifications, web, ecommerce, digital media, contact centre, sales and assisted channels.
• Translate customer behaviours, transactions and business events into automated lifecycle journeys and timely interventions.
• Optimise channel mix, cadence, content relevance and customer experience across touchpoints.
• Generative AI in Customer Engagement:
• Identify and land GenAI use cases across campaign planning, brief development, audience intelligence, content generation, personalisation and performance summarisation.
• Define quality, brand, compliance and human-review guardrails for AI-generated customer communication, with controls appropriate to regulated industries.
• Measurement & Optimisation:
• Own lifecycle performance measurement across acquisition, activation, engagement, conversion, retention, loyalty, renewal and customer lifetime value.
• Lead the test-and-learn agenda - control group design, A/B and multivariate testing, and incremental value attribution.
• Present performance read-outs and optimisation recommendations to client marketing and business leadership.
• Team & Delivery Management:
• Lead and coach a team of consultants and analysts; review and sign off on campaign strategy, journey design, build quality and reporting.
• Manage workstream plans, dependencies, risks and client expectations across marketing, sales, service, data, technology and compliance stakeholders.
• Business Development Support:
• Contribute to business cases, solution shaping and proposals; build reusable lifecycle marketing assets, accelerators and industry playbooks.