Senior Lifecycle Manager

At Beauty Pie, we’re on a mission to rewrite the rules of the beauty industry. Backed by leading investors, Series B membership‑led scale‑up challenged the traditional luxury model where excessive markups have long been the norm. By partnering directly with the world’s top labs, we give our members access to exceptional skincare, makeup and beauty products at a fraction of the typical price, stripping out the unnecessary costs without compromising on quality.

Job Overview

Senior Lifecycle Manager to own lifecycle strategy and performance across the full funnel, from conversion through to repeat purchase, loyalty and win‑back. This role combines data‑led thinking, creative execution and cross‑functional leadership to drive measurable business impact. Lifecycle Marketing sits at the heart of our retention‑led growth model and is a core driver of revenue, engagement and long‑term customer value.

Qualifications

• 6‑8 years of lifecycle/CRM/consumer engagement experience, preferably with experience in beauty, retail, consumer tech and a proven track record of developing and managing successful lifecycle programs.
• Experience working in membership/subscription based businesses is preferred.
• Strong strategic, analytical thinker with outstanding verbal and written communication skills.
• Very strong attention to detail and curiosity.
• Strong leadership capabilities and ability to influence and gain alignment cross‑functionally with different teams across the organisation.
• Expertise in creating and scaling end‑to‑end omnichannel lifecycle and loyalty programmes (email, push, SMS) across customer lifecycle stages.
• Strong experience in managing Marketing technology platforms (Iterable will be a plus), with an understanding of marketing and operational databases, segmentation, campaign management, statistical modeling, and AI/ML for business use cases.
• Demonstrated analytical ability to leverage data to inform insights, formulate recommendations and deliver actionable solutions.
• Deep experimentation experience and mindset with a proven track record of executing A/B tests, optimizing campaigns and translating data into insights.
• People management experience – will be managing a Lifecycle Executive.
• Experience working with Iterable (or similar ESPs/marketing platforms), GA4, CDPs or similar customer data warehouses.
• Ability to think both strategically and tactically; equally comfortable with long‑term planning and day‑to‑day progress tracking and execution.
• Comfortable working in a collaborative manner and a bold, highly creative out‑of‑the‑box thinker.

Responsibilities

• Lifecycle Strategy & Performance: Own the lifecycle strategy across the full funnel (lead > repeat > retention > win‑back) for members and non‑members. Deliver strategies to grow existing email and SMS programmes. Identify and prioritise opportunities to drive conversion, frequency, retention and LTV across the customer journey. Play a key role in our weekly trade meetings working closely with the Director of Lifecycle Management, highlighting gaps, opportunities and next steps to move the needle on our commercial target.
• Lifecycle Programmes & Channels: Own the design and optimisation of lifecycle programmes (onboarding, post‑purchase, replenishment, loyalty, referral, win‑back). Manage all new and existing triggers across the entire member and non‑member journeys for both marketing and transactional triggers. Drive performance across owned channels (email, SMS, push, in‑app) as core revenue drivers. Lead segmentation, personalisation and journey orchestration across channels. Work closely with Director of Lifecycle and broader team to implement strategies and campaigns to support membership incentives.
• Data, Technology & Experimentation: Act as business owner for Lifecycle MarTech, partnering closely with Product Engineering and our MarTech Partner. Identify opportunities to grow and activate first‑party data. Own lifecycle reporting, forecasting and KPI tracking (conversion, retention, revenue contribution). Establish a strong test‑and‑learn culture, including A/B testing and control groups. Manage SMS usage closely with existing MarTech provider.
• AI And Strategic Innovation: AI‑Driven Strategy & Personalisation: Use skin quiz data to personalise content and product recommendations. Predictive Analytics for Retention: Leverage machine learning models to identify at‑risk customers and trigger proactive win‑back campaigns before they churn. Journey Orchestration: Implement workflows that automatically adjust a customer's path based on real‑time behavioural signals. Continuous Optimisation: Oversee A/B testing and experimentation to refine campaign performance and automated send‑time optimisation.
• Cross‑Functional Leadership: Partner closely with Engineering, Customer Support, E‑commerce, Product and Performance Marketing. Ensure lifecycle is fully embedded as a core commercial growth lever across the business.
• Reporting/Analytics: Optimise customer dashboards, create executive summaries focused on customer contribution to total business. Track and analyse key customer KPIs and qualitative feedback and present action‑driven monthly plans to impact those drivers. Perform analysis on lifecycle campaigns and regularly report results in a cohesive and consistent manner taking into account all other channels. Responsible for monthly, quarterly and annual CRM forecasting. Implement and track campaign‑level control group for all live campaigns and new tests. Synthesise all customer data sources into intelligible and informative customer insights.

Benefits

• Life & Balance: Hybrid working with 3 days in the office in central London. Free membership to Beauty Pie+ and 30 % off our products. Pieshares – all employees receive stock options. 25 days holiday & your birthday off. Flexible bank holidays. Equal leave for all new parents regardless of gender or personal circumstances.
• Health & Wellbeing: Private Medical Insurance. Menopause support. £2,500 to spend on your fertility journey after 2 years of service. 10 therapy sessions through AXA PPP. Access to mental health support through Spill.

Beauty Pie is an equal opportunity employer. The company will not unlawfully discriminate on grounds of gender, sexual orientation, marital or civil partner status, gender reassignment, race, religion or belief, colour, nationality, ethnic or national origin, disability or age, pregnancy or trade union membership.