Head of Marketing

Drive Customer Engagement. Increase Lifetime Value. Build a Best-in-Class Retention Function.

Reporting directly to the Chief Marketing Officer, this is a senior opportunity for a results-driven marketer who can combine strategic thinking, data-led decision making and operational excellence to improve activation, engagement, loyalty, repeat usage and customer lifetime value. The successful candidate will take ownership of retention strategy, lifecycle marketing, segmentation, customer journeys, CRM performance and loyalty programmes while helping shape the future direction of customer engagement across the business.

The Opportunity

In this role, you will lead the development and execution of a retention-focused growth strategy designed to maximise customer value throughout the entire customer lifecycle.

You will work closely with Product, Commercial, Data, Compliance, Customer Support and Finance teams to establish a disciplined retention function with clear ownership, robust reporting and measurable commercial impact.

This role offers significant influence across the organisation and the opportunity to build a retention and lifecycle marketing capability that directly contributes to customer growth, revenue performance and long-term business success.

Key Responsibilities

Retention Strategy & Customer Lifecycle Management

• Develop and execute a comprehensive retention strategy across onboarding, activation, engagement, repeat usage, reactivation and churn reduction.
• Establish lifecycle marketing as a measurable growth discipline with clear KPIs and commercial accountability.
• Create customer engagement frameworks that maximise customer value and increase long-term loyalty.
• Drive retention planning and prioritisation aligned with wider business objectives.

CRM & Customer Engagement

• Own CRM and lifecycle marketing programmes across email, push notifications, SMS, in-app messaging and other owned channels.
• Lead customer segmentation strategies based on customer behaviour, lifecycle stage, transaction activity, product usage and value.
• Build and optimise automated customer journeys that improve engagement and conversion at every stage of the lifecycle.
• Ensure customers receive relevant, personalised and timely communications.

Loyalty & Customer Value Programmes

• Own the ongoing development and optimisation of a reward scheme as part of the broader customer retention strategy.
• Develop reward frameworks, promotional mechanics and engagement initiatives that drive customer activity and loyalty.
• Continuously evaluate programme effectiveness and identify opportunities to increase participation and customer value.
• Partner with Commercial and Product teams to develop customer-focused engagement initiatives.

Data, Insights & Optimisation

• Partner with Data and BI teams to develop retention dashboards, cohort analysis and performance reporting.
• Establish clear reporting frameworks covering activation, engagement, churn, retention, repeat usage and customer lifetime value.
• Drive a culture of experimentation through A/B testing, journey optimisation and personalised customer experiences.
• Ensure all customer engagement decisions are grounded in data and measurable outcomes.

Governance & Cross-Functional Collaboration

• Work collaboratively with Product, Compliance, Customer Support, Commercial and Finance teams to improve customer outcomes and reduce friction.
• Ensure retention campaigns are compliant, measurable and executed to a high standard.
• Establish clear processes, governance and accountability across retention activities.
• Act as a key stakeholder in customer-focused initiatives across the organisation.

What Success Looks Like

The successful candidate will be expected to deliver:

• Improved customer activation rates and successful onboarding outcomes.
• Increased repeat transaction and repeat funding activity across the customer base.
• Higher engagement levels throughout the customer lifecycle.
• Improved reactivation rates among dormant and inactive customers.
• Reduced churn and inactivity across priority customer cohorts.
• Increased customer lifetime value and retention performance.
• Strong participation and engagement within the rewards programme.
• A robust retention reporting framework with clear KPIs and actionable insights.
• A structured testing and optimisation programme focused on continuous improvement.
• Strong alignment between Marketing, Product, Data, Compliance and Commercial teams.

Skills & Experience

• 6+ years’ experience in retention marketing, CRM, lifecycle marketing, customer engagement, loyalty or related growth-focused roles.
• Proven experience developing and executing retention strategies that improve customer engagement and value.
• Strong expertise in CRM and marketing automation platforms such as CleverTap, Braze, HubSpot or similar technologies.
• Demonstrated success improving activation, retention, repeat usage, reactivation or customer lifetime value through data-led initiatives.
• Strong analytical capability with experience working with cohorts, segmentation models, dashboards and campaign performance metrics.
• Experience designing and managing loyalty, rewards or customer value programmes is highly desirable.
• Experience within fintech, payments, eWallets, digital products, SaaS, marketplaces or subscription-based businesses is highly desirable.
• Excellent stakeholder management and communication skills with the ability to influence cross-functional teams.
• Strong commercial acumen and an understanding of customer value, retention metrics and lifecycle performance.
• Ability to combine strategic leadership with hands-on execution when required.

Personal Attributes

• Commercially minded and customer focused.
• Data-driven and comfortable making decisions based on insight and performance.
• Strategic thinker with a strong execution mindset.
• Passionate about customer experience, engagement and long-term value creation.
• Naturally curious with a strong focus on testing, learning and optimisation.
• Collaborative and influential, with the ability to work effectively across multiple functions.
• Comfortable operating in a fast-paced, high-growth environment.