Customer Marketing Manager

Job Title: Customer Lifecycle Marketing Manager

Contract: Fixed-term, 9 months

Location: London (Hybrid)

Your opportunity:

Turn casual interest into lasting fan engagement. As Customer Lifecycle Marketing Manager, you’ll own the end-to-end fan lifecycle at the heart of the customer’s Direct-to-Fan digital strategy, helping anonymous and casual fans become known, registered and highly engaged.

This is an opportunity to combine lifecycle strategy, compelling content and Adobe expertise with delivery. Seconded into the customer’s Digital Marketing team as an Adobe specialist, you’ll shape the lifecycle and its journeys, bring together copy and imagery, and launch the programme across Adobe and Pulselive (Beyond) properties in the customer’s environment.

You’ll make impact measurable from day one: every journey will launch with agreed KPIs, tracking and reporting, and you’ll own performance against those goals. Through thoughtful data capture and enhancement, you’ll also help the customer understand fans, their preferences and their habits more deeply.

You won’t work in isolation. Alongside the customer’s Digital Marketing team, you’ll connect Marketing, Content, Data, Product and Technology colleagues with Adobe Professional Services, Two Circles and Pulselive, influencing delivery across a matrix organisation. You’ll share weekly progress with the Head of Digital Marketing and monthly updates with the Director of Digital Media.

The impact you’ll make:

• Shape and deliver the full fan lifecycle: from anonymous visitor to known, registered, engaged and loyal fan, through to lapse and reactivation.
• Bring connected journeys to life across web, app, email, push and in-app using Adobe Journey Optimizer and Adobe Experience Platform, across Adobe and Pulselive (Beyond) properties.
• Make measurement part of every launch, with agreed KPIs and tracking in place before go-live and clear ownership of results.
• Create data-capture and enhancement journeys that build a richer understanding of fans, their preferences and habits.
• Partner with the customer’s content, creative and brand teams to create relevant, compelling copy and imagery.
• Lead through influence, aligning customer and partner teams and holding delivery owners accountable for bringing the work to life.

What you’ll do:

1. Lifecycle Strategy & Journey Design

• Set the foundations for connected experiences, defining lifecycle stages, entry and exit criteria, triggers, frequency and suppression rules.
• Design and document journeys spanning welcome and onboarding, registration and conversion, engagement and habit‑building, matchday and moment‑based activity, the FPL season‑cycle, re‑engagement and win‑back.
• Build a phased delivery roadmap, launching the highest‑priority journeys first and progressing towards a complete end‑to‑end lifecycle.
• Map existing flows and identify gaps, giving everyone a shared, clear view of the lifecycle and where it can improve.

2. Specification & Delivery

• Turn each journey into an agreed, actionable specification covering journey maps, segments, content, landing points and success measures.
• Brief and coordinate Adobe Professional Services, Two Circles, Pulselive (Beyond) and customer technology teams to configure, test and launch journeys in Adobe Journey Optimizer and across Adobe and Pulselive (Beyond) properties.
• Keep delivery focused on agreed scope, quality and timelines, holding teams accountable and escalating risks and dependencies.
• Make data capture valuable for fans through progressive profiling and preference journeys, gathering first‑party insights such as favourite club and player, interests, language, region and engagement habits.
• Translate behavioural and engagement signals into richer fan understanding, sharper segmentation, more relevant content and an informed roadmap.
• Build consent, GDPR and PECR compliance into every data‑capture journey and communication, working closely with the customer’s data protection and legal teams.

4. Content & Creative

• Give every journey a clear content plan, briefing, commissioning and approving on‑brand copy and imagery that connects with its audience.
• Plan localisation and audience variants, creating modular content that teams can reuse across journeys.
• Define each journey’s KPI framework and tracking plan before launch, then take ownership of performance against the agreed targets.
• Build dashboards and reporting in Customer Journey Analytics and Adobe Analytics, turning results into clear progress updates for customer and Adobe stakeholders.
• Make experimentation part of everyday delivery: coordinate and run A/B and multivariate tests, learn from the results and continuously optimise journey performance.

6. Collaboration & Ways of Working

• Work alongside the customer’s Digital Marketing team day to day, connecting Marketing, Content, Data, Product and Technology teams and involving other colleagues as needed.
• Keep senior stakeholders informed with a weekly progress report to the Head of Digital Marketing and a monthly update to the Director of Digital Media.
• Leave the programme ready for business‑as‑usual: establish playbooks, governance and training, and advise and upskill customer colleagues to run it confidently.

What you’ll deliver:

• A documented end‑to‑end fan lifecycle and journey map, agreed with the customer.
• Clear journey specifications and briefs that give every delivery team direction.
• Priority journeys live across Adobe and Pulselive (Beyond) properties, with content, quality assurance and measurement ready at launch.
• Data‑capture and enhancement journeys that create richer, consented fan profiles.
• A reusable library of journey copy and imagery, including audience variants and localised versions.
• A measurement framework, tracking plan and dashboards, supported by regular reporting against agreed KPIs.
• Practical playbooks and training that equip the customer to run the programme.

What success looks like:

• Measurement first: Every journey launches with agreed KPIs and tracking, and the programme delivers against those goals.
• Deeper fan knowledge: The customer gains a significantly richer, consent‑based understanding of fans and their habits.
• Ownership and delivery: Teams have clear specifications and deliver journeys to agreed scope and timelines.
• Content that connects: Copy and imagery are compelling, on‑brand and relevant to each audience.
• A lasting foundation: Customer teams can run and evolve the programme beyond initial delivery.
• Connected teams: Customer and partner teams stay aligned through clear weekly and monthly reporting.

What you’ll bring:

• You bring 5+ years’ experience in lifecycle, CRM or customer journey marketing, with ownership from strategy through to launch and optimisation.
• You have hands‑on experience with Adobe Journey Optimizer and Adobe Experience Platform (Real‑Time CDP).
• You put measurement at the heart of your work: defining KPIs and tracking plans, building dashboards and turning data into clear recommendations. You’re familiar with Customer Journey Analytics or Adobe Analytics.
• You can translate marketing objectives into detailed journey specifications and clear briefs for technical and delivery teams.
• You’ve designed data‑capture and progressive profiling journeys and understand consent and data protection requirements, including GDPR and PECR.
• You have strong copy and content judgement and know how to brief and approve creative work to a high standard.
• You take ownership and get work over the line, coordinating and influencing teams across organisations without relying on direct authority.
• You communicate confidently with senior stakeholders and make lifecycle marketing accessible to colleagues with less specialist knowledge.
• You’re comfortable working at pace in an environment supporting a global digital platform.
• An interest in sports, media or fan engagement ecosystems is advantageous. Experience with A/B testing tools such as Optimizely and with localised, multilingual programmes is desirable, rather than essential.