Lifecycle Automation Manager (CRM)

Job Title: Lifecycle Automation Manager (CRM)

Reports to: Audience Strategy & Planning Lead

Department: Streaming Product & Growth

Location: London or Leeds (this role requires travel between Leeds & London offices once per fortnight)

Job Grade: P1

DEPARTMENT DESCRIPTION

The Streaming department is responsible for the strategy, development, and operation of our digital streaming platform, delivering high-quality, on-demand content to audiences across multiple devices and markets.

The team drives innovation in user experience, content delivery, and platform technology, ensuring our streaming service remains competitive and aligned with evolving consumer expectations.

Working cross-functionally with Technology, Marketing, Content and Editorial, Commercial and Insights, the department is at the forefront of digital transformation enabling the business to reach new audiences and maximise engagement in a rapidly changing media landscape as

part of our Fast Forward strategy.

JOB PURPOSE

The Lifecycle Automation Manager is responsible for the strategy, planning, delivery and optimisation of the automated CRM (Customer Relationship Management) journeys that support the lifecycle of Channel 4's Streaming product. Channels include email, push notifications and in app message across mobile, web and connected TV. Examples of lifecycle journeys include; onboarding new viewers, behavioural prompts, Channel 4+ upsells and service messages. This activity supports our Streaming growth strategy to drive increased viewing and engagement from our viewer base.

Working closely with the Audience Strategy & Planning Lead, and the Content Activation Manager they will actively manage the value that CRM activity brings to Channel 4 Streaming. They will be an expert in Braze and able to build and manage automated campaigns with different trigger points and personalisation.

They will love getting stuck into campaign data and be an expert in CRM reporting, able to use data to identify opportunities for new automated campaigns and optimisation of existing activities. They will become an expert in personalised recommendations and our associated toolset to drive improved personalisation across CRM and the Streaming platform to ensure it delivers real business value.

KEY RESPONSIBILITIES

• Overall responsibility and ownership for the automated lifecycle strategy for Streaming and C4+ across CRM, including email, push notifications, in app messaging.
• Responsible for the delivery of the lifecycle comms via Braze; this includes copywriting, imagery briefs, canvas build, pre-deployment checks, QA process and deployment of campaigns.
• Leads the effort to deliver a more personalised and relevant experience through our recommendations engine within targeted campaigns, as well as personalised content discovery on the streaming product.
• Responsible for defining the reporting requirements for related activity and the impact it has on business performance and KPIs, as well as its ROI, regularly reporting back to the business on impact and effectiveness.
• Responsible for the ongoing optimisation of activities to ensure individual campaigns are performing successfully against defined KPIs, regularly sharing learnings with the Growth Squad and wider business.
• Works closely with the Channel 4+ team to support both acquisition and retention of the Channel 4+ audience, as a key member of the Channel 4+ squad.
• Works closely with the Marketing Data & Tech lead, who is the Product & relationship owner of our customer engagement platform (Braze), ensuring we are utilising its tooling effectively and constantly seeking to improve ways of working and drive efficiencies.
• Works closely with the Marketing Data & Tech Lead and Data Teams to build more advanced data sets which enable new capabilities to drive improved targeting and personalisation within Braze.

KEY STAKEHOLDERS

• Audience & Membership Growth Team
• Product Team
• Growth and C4+ Squads
• Data Enablement and Analytics Team
• Marketing Data & Tech lead
• Audience Activation Manager - Email
• Editorial Team

CAPABILITIES

• Strategic planning and delivery - Leads strategically, translating organisational goals into clear priorities, plans and measurable outcomes.
• Performance and commercial acumen - Demonstrates strong commercial awareness and accountability for delivering sustainable performance.
• Viewer and customer centric mindset - Places audiences, customers, and partners at the heart of decision making and solution design.
• Data led and analytical decision making - Uses data, insight, and evidence to drive decisions, evaluate impact and improve outcomes.
• Cross Functional collaboration and agile leadership - Leads collaboratively across boundaries, fostering agility, experimentation, and shared ownership.
• Market Awareness and innovation - Scans the external environment to anticipate change, identify opportunities and drive innovation.

BEHAVIOURS

• Growth mindset (Grow) - Seeks challenge with a curious mindset and a strong desire to learn, grow and continually improve.
• Accountability (Get stuff done) - Delivers results and takes responsibility for outcomes.
• Collaboration (Include) - Uses empathy and encourages co-creation and inclusive partnerships, to get to better outcomes.
• Transformation (Innovate) - Embraces and proactively drives change, with resilience and tenacity.

ESSENTIAL EXPERIENCE & SKILLS

• Proven track‑record of managing and delivering CRM across a large-scale customer database, ideally within the Braze toolset.
• Experience supporting the development and execution of a CRM strategy
• Hands on experience of personalised/recommendations engines, understanding the data flows and how to drive improved effectiveness.
• Has worked within a digital media and/or subscription business and has a good understanding of the UK VOD market and competitor set.
• Is obsessive about data and using it to provide compelling evidence of what activity should be run and how it can be optimised to deliver against business and customer outcomes.
• A strong knowledge of data protection and permission-based marketing.
• Consistently displays excellent communications skills , with great attention to detail and is good at presenting information in a concise and engaging fashion.
• Proven experience of developing relationships with a wide variety of stakeholders, has a collaborative manner and can influence others across a variety of teams
• Naturally curious and enjoys exploring new ideas and possibilities. Likes getting stuck into a problem and coming up with solutions.
• Highly organised, self‑motivated and able to manage a diverse workload.
• Is passionate about the C4 remit and content.

DESIRABLE EXPERIENCE & SKILLS

• Has worked in creative industries, able to think creatively as well as analytically.

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