Director, Lifecycle Marketing - 12 month FTC

JustPark is the premier partner offering both B2B solutions for destinations and B2C services for drivers, simplifying the entire parking experience. Our platform makes it simple for drivers to find, book, and pay for parking while empowering our operating partners to deliver exceptional parking experiences. We’ve always believed parking should be easier—from end to end. As one unified company, we’re combining expertise to offer a full-service, frictionless parking solution for both businesses and consumers. Every day, millions of UK drivers rely on JustPark to find, book and pay for parking.

As we grow our driver base and deepen engagement across our product portfolio, we're looking for a Director, Lifecycle Marketing to own the strategy and execution of JustPark's UK consumer lifecycle program. Reporting to the Senior Director, Product Marketing, you'll be the strategic lead for how we communicate with and nurture our driver base, from onboarding through to long-term retention and value growth. You'll set the lifecycle vision and partner with our channel marketing team on its execution, ensuring that every touchpoint adds value, drives action and builds loyalty. This is a high-impact, highly visible role at the heart of our UK consumer marketing team.

Lifecycle Strategy & Program Ownership

• Define and own the UK consumer lifecycle marketing strategy, setting the vision and roadmap for how we engage, retain and grow our driver base across the full customer journey.
• Partner with the Senior and channel marketing team to translate strategy into a high-quality, consistently executed program of campaigns and automated journeys.
• Build a deep understanding of our customer segments, their behaviours, needs and motivations using this insight to drive smarter targeting and more personalized communications.
• Lead lifecycle planning across key seasonal moments, product launches and commercial priorities, ensuring the program is always relevant, timely and commercially focused.

Upsell & Cross-Sell Programs

• Design and deliver structured upsell journeys that migrate On Demand customers to Reservations, and daily Reservations customers to monthly subscriptions using behavioural triggers, personalized messaging and well-timed incentives.
• Partner with CRM to build cross-sell programs that introduce drivers to new parking occasions; airport, events, commuting, and educate them on the complementary benefits of using both On Demand and Reservations.
• Work with CRM, Product and Data teams to identify the right moments and signals in the customer journey to surface upsell and cross-sell messages at maximum impact.

CLTV, Retention & Repeat Utilization

• Own CLTV as a core KPI, developing strategies that increase revenue per driver over the lifetime of the relationship with JustPark.
• Partner with the paid media team to feed lifecycle insights into acquisition strategy, ensuring budget and effort are focused on attracting the highest-value customer cohorts.
• Build a robust retention and re‑engagement programme that reduces churn, reactivates lapsed drivers and grows our monthly active driver base.
• Design and implement programmes focused on growing habitual usage — turning occasional parkers into regular, loyal JustPark customers.

Channel Strategy & Execution Partnership

• Lead the channel strategy for lifecycle communications across email, app push, in‑app messaging and paid media — setting the approach and partnering with the channel marketing team on delivery.
• Bring deep expertise in app‑based communication including push notifications, in‑app messages and other mobile‑first engagement formats to build a best‑in‑class app lifecycle program.
• Ensure channel strategy is coordinated and sequenced effectively, avoiding message fatigue while maximising reach and impact across touchpoints.

Audience Segmentation & Experimentation

• Define precise audience segmentation strategies using our CDP and data pipelines, translating customer data into actionable, targeted audience builds.
• Design a structured testing roadmap including A/B and multivariate tests across content, timing, audience and channel and brief the CRM and Paid media teams on test design and execution.
• Establish a culture of experimentation within the lifecycle programme, using test results to continuously improve performance and inform future strategy.
• Maintain governance over data use and audience management in line with GDPR and best practice.

Analytics, Reporting & Dashboards

• Work closely with the Data & Analytics team to design and commission dashboards that track the health and performance of the lifecycle program from CLTV and repeat utilization to campaign engagement and conversion.
• Define KPIs for the program and report regularly to the CMO on progress, insights and recommendations.
• Use data to identify opportunities and risks proactively, shaping programme decisions with evidence.

Cross‑Functional Collaboration

• Act as the strategic lifecycle lead in cross‑functional planning, partnering closely with paid media, product, brand and analytics teams to align activity with the broader business agenda.
• Collaborate with the product team to surface lifecycle moments within the JustPark app identifying opportunities for in‑product prompts, notifications and personalised experiences.
• Contribute to the wider UK marketing team’s planning, bringing energy, ideas and a genuinely collaborative mindset to a close‑knit team.

Experience & Background

• 8+ years in lifecycle marketing, CRM or retention marketing, with a proven track record of building and scaling programs that drive measurable business impact.
• Director‑level or equivalent experience, with the confidence to set strategy and influence senior stakeholders across the business.
• Strong background in marketplace or platform businesses, ideally in travel, hospitality, mobility, dating apps or a similarly dynamic, consumer‑facing environment.
• Demonstrable experience driving upsell, cross‑sell and repeat utilization outcomes through structured lifecycle marketing programs.

Channel & Technical Expertise

• Deep expertise in app‑based lifecycle communication, push notifications, in‑app messages and other mobile‑first formats are core to how you think about the customer journey.
• Strong working knowledge of email, paid media and CRM channels, and how to orchestrate them as part of a coherent, customer‑first lifecycle programme.
• Advanced audience segmentation skills, experienced in working with CDPs and data pipelines to build precise, dynamic audiences at scale.
• Experienced using CEP and CRM platforms (e.g., Braze, Iterable, Salesforce Marketing Cloud, Klaviyo) to build and manage lifecycle journeys.
• Comfortable with GDPR requirements and data governance best practice.

Testing, Analytics & Reporting

• Strong testing background, able to design structured A/B and multivariate experiments and brief performance teams on execution.
• Comfortable working alongside analytics experts to design dashboards and reporting frameworks that clearly track programme performance.
• Data‑literate and comfortable interpreting performance data to draw insights and recommendations.

Ways of Working

• A self‑starter who thrives in a fast‑paced environment energized by ambiguity and comfortable building from the ground up.
• Collaborative by nature, you enjoy working within a close‑knit team and partnering across functions to get the best outcomes.
• Strong communicator who can articulate a vision clearly and bring stakeholders along on the journey.
• Highly organised and able to manage multiple priorities simultaneously without losing sight of what matters most.

Recharge your batteries

• Generous holiday policy: 25 days + bank holidays + managers can grant up to 5 extra days for high performance (total of 38 days a year).
• Free lunch on all office days via Feedr with daily meal choice.
• Free snacks & drinks on all office days.

Investment in you and your wellbeing

• Private Medical Insurance with Vitality.
• Life assurance through YuLife.
• £25 credit for eye tests per year.
• Free O2 concert tickets through our partnership with the O2.

Simplifying journeys so you can breathe easier

• £50 parking credit per month via JustPark.
• Cycle‑to‑work salary sacrifice scheme.
• EV salary sacrifice car scheme via Octopus Energy.

We look out for your family

• Enhanced parental leave with 6‑months enhanced maternity leave and 4 weeks fully‑paid paternity leave.
• Help finding great childcare with funded hours via Koru Kids.

Look after the pennies

• Competitive pension offering with standard and salary sacrifice options.

Success is best when it's shared

• Quarterly away days with the whole UK team.
• Quarterly team social budget.
• Social activities and celebrations on our gorgeous rooftop in King's Cross.