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- Tasks: Lead lifecycle marketing strategies across Europe, optimising customer journeys and team performance.
- Company: Join AXS, a top-rated workplace revolutionising ticketing and fan experiences.
- Benefits: Enjoy flexible working, training opportunities, and exciting perks like free shows.
- Why this job: Make a real impact in the entertainment industry while working with a passionate team.
- Qualifications: Experience in lifecycle marketing and leadership, with Salesforce Marketing Cloud expertise.
- Other info: Diverse and inclusive culture that values every contribution and encourages new ideas.
The predicted salary is between 43200 - 72000 £ per year.
Want to work for a company named in The Sunday Times Best Places to Work 2024? AXS, part of AEG, is a leading global ticketing, data, and marketing solutions provider. AXS connects fans with the artists and teams they love. Each year we sell millions of tickets to thousands of incredible events and are the preferred ticketing partner for some of the largest UK venues and festivals, from The O2 Arena and The SSE Arena, Wembley to British Summer Time in Hyde Park. Since our founding in 2011, we’ve consistently pushed the industry forward and improved experiences for fans across the globe, making it easier than ever to discover events, find the perfect seats, and enjoy unforgettable live entertainment.
The Director, Lifecycle Marketing – Europe owns the regional lifecycle strategy and operating model across AXS’s EMEA markets, including the UK, Germany, France, and Sweden. This role leads a multi-disciplinary team across Email, SMS/Push, and Marketing Automation to design, orchestrate, and optimize customer journeys using Salesforce Marketing Cloud (Email Studio, Journey Builder, Automation Studio, Content Builder, Contact/Audience Builder), MobilePush/MobileConnect (MPC), and Einstein. The director collaborates with the global Data Cloud team to ensure segmentation and personalization feeds are properly activated within Marketing Cloud. Reporting to the Sr. Director of Lifecycle Marketing, this position aligns European lifecycle programs to global frameworks, ensuring localization, compliance, and campaign excellence across diverse markets.
What Will You Do?
- Define the UK/EU lifecycle strategy and roadmap across onboarding, engagement, retention, and win-back; align each journey to global frameworks and market-specific goals.
- Lead, coach, and performance-manage the regional lifecycle team across multiple regions; set SOPs, QA, SLAs, and on-call processes for reliable delivery.
- Lead advanced use of SFMC and MPC, including audience architecture, Journey Builder orchestration, push/SMS execution, automation and SQL workflows, and personalization models (eligibility, prioritization, suppression, fatigue).
- Partner with MarTech, Product, and Data/Analytics to scale personalization frameworks and experimentation; publish test plans and learning agendas.
- Own regional measurement: define cross-market channel/journey KPIs, manage dashboards, forecast LTV/retention, and present insights with recommendations to leadership.
- Drive stakeholder alignment with Regional Marketing and Commercial teams; translate insights into country- and market-specific action plans.
- Oversee localization of creative and messaging, ensuring translation accuracy, brand tone consistency, and compliance with market-specific legal and accessibility requirements.
- Ensure deliverability and compliance standards are upheld across all regional programs; partner with MarTech and Legal on subdomain/SAP setup, data privacy policies (GDPR/CCPA, CAN-SPAM, CTIA), and campaign review processes.
- Escalate issues and enforce adherence at the team level.
What Will You Bring?
- Experience in lifecycle marketing, CRM, or digital marketing.
- Direct people leadership (managing managers and specialists), including hiring, coaching, performance management.
- Hands‑on leadership with Salesforce Marketing Cloud (Email Studio, Journey Builder, Automation Studio, Content Builder, Contact/Audience Builder), MPC, and Einstein.
- Understanding of Data Cloud structure and dependencies preferred.
- Experience building personalization capabilities from scratch using AI tools.
- Building personalization and segmentation frameworks (eligibility, prioritization, suppression, fatigue) and experimentation programs.
- Building personalization and segmentation frameworks across diverse languages and markets.
- Experience working in a complex global technology company is preferred, preferably ticketing or ecommerce.
- Expert in journey design and orchestration, audience architecture, and cross-channel lifecycle strategy across multi-language markets.
- Advanced SFMC stack proficiency including Automation Studio (SQL/automations), Journey Builder, Content/Email Studio, Contact/Audience Builder; MPC for Push/SMS; understanding of how Data Cloud feeds segmentation and personalization.
- Strong leadership, talent development, and cross-functional influence; executive-ready communication.
- Analytical rigor: cohorting, retention/LTV forecasting, incrementality testing, and dashboard storytelling.
- Familiarity with deliverability fundamentals (sender reputation, domain/subdomain setup, bounce and complaint monitoring) and ability to collaborate with MarTech teams managing technical execution.
- Expert knowledge of global privacy frameworks (GDPR, CCPA, CAN-SPAM, CTIA) and ability to operationalize compliance best practices within campaigns.
- Salesforce Marketing Cloud Email Specialist and/or Marketing Cloud Consultant certification required.
What’s in it for You?
- Extraordinary People – we’re not kidding!
- Meaningful Mission - Helping revolutionize an industry and deliver better experiences for fans and clients around the world.
- Opportunities for learning and leveling up through training and education reimbursement.
- We’ll give you a thorough induction on how we work at AXS/AEG.
- Our induction and onboarding programme is a great way to meet other new starters and to learn about our culture and values.
- We will give you training in our systems, policies, and procedures so that you’ll be set up for success.
- From the moment new employees join us, they’re welcomed with open arms and a plethora of exciting perks.
- Not only can they choose a free show and to climb The O2, but we also ensure that our employees are continuously engaged and rewarded throughout their journey with us.
- AEG is an inclusive organisation where we value everybody's contribution.
- We empower and trust our people to do the right thing.
- We go the extra mile, for our customers and each other, every time.
- We are always open to new ideas and respect all opinions.
- We support and bring out the best in each other.
- We really value our people and inspire them to be the best in class, always!
- We are committed to fostering a diverse and inclusive workforce.
- We believe in equality of opportunity for all and our approach to recruitment and selection is fair, open and based purely on merit.
- Applications from individuals are encouraged regardless of age, disability, sex, gender reassignment, sexual orientation, pregnancy and maternity, race, religion or belief and marriage and civil partnerships.
- If you require reasonable adjustments in any recruitment process with us, please make us aware.
Director, Lifecycle Marketing - Europe employer: AXS
Contact Detail:
AXS Recruiting Team
StudySmarter Expert Advice 🤫
We think this is how you could land Director, Lifecycle Marketing - Europe
✨Tip Number 1
Network like a pro! Get out there and connect with people in the industry. Attend events, join online forums, or even hit up LinkedIn. The more people you know, the better your chances of landing that dream job.
✨Tip Number 2
Show off your skills! Create a portfolio or a personal website showcasing your work and achievements. This is your chance to shine and demonstrate what you can bring to the table, especially in lifecycle marketing.
✨Tip Number 3
Prepare for interviews like it’s game day! Research the company, understand their culture, and be ready to discuss how your experience aligns with their goals. Don’t forget to have some questions ready to show your interest!
✨Tip Number 4
Apply through our website! It’s the best way to ensure your application gets seen by the right people. Plus, you’ll be part of a fantastic team that values innovation and creativity in the ticketing industry.
We think you need these skills to ace Director, Lifecycle Marketing - Europe
Some tips for your application 🫡
Tailor Your Application: Make sure to customise your CV and cover letter for the Director, Lifecycle Marketing role. Highlight your experience with Salesforce Marketing Cloud and any relevant lifecycle marketing strategies you've implemented. We want to see how your skills align with our mission!
Show Off Your Leadership Skills: Since this role involves leading a team, don’t forget to showcase your people management experience. Share examples of how you've coached and developed teams in the past. We love seeing candidates who can inspire and drive their teams to success!
Be Data-Driven: We’re all about analytics here at AXS! Make sure to include any experience you have with data analysis, retention forecasting, or KPI management. Show us how you’ve used data to inform your marketing strategies and improve customer journeys.
Apply Through Our Website: We encourage you to apply directly through our website. It’s the best way to ensure your application gets into the right hands. Plus, it shows us you’re serious about joining our fantastic team at AXS!
How to prepare for a job interview at AXS
✨Know Your Lifecycle Marketing Inside Out
Make sure you brush up on your lifecycle marketing knowledge, especially in relation to the specific tools mentioned in the job description like Salesforce Marketing Cloud and MobilePush. Be ready to discuss how you've used these tools in past roles to optimise customer journeys.
✨Showcase Your Leadership Skills
As a Director, you'll be leading a team, so it's crucial to demonstrate your leadership experience. Prepare examples of how you've managed teams, set performance standards, and driven results in previous positions. Highlight any coaching or mentoring experiences that showcase your ability to develop talent.
✨Understand the Market Landscape
Familiarise yourself with the ticketing and entertainment industry, particularly in the EMEA region. Be prepared to discuss market-specific challenges and opportunities, and how your strategies can align with AXS's goals in different countries.
✨Prepare for Data-Driven Discussions
Since the role involves analytics and measurement, come equipped with insights from your previous work. Be ready to talk about how you've defined KPIs, forecasted retention, and used data to inform your marketing strategies. This will show that you're not just creative but also analytical.
