Director, Lifecycle Marketing - Europe in London

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 have 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.

Where You'll be based at our head office opposite London Bridge station. We offer flexible start and end times and also welcome flexible working conversations.

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.