Customer Lifecycle Marketing Manager

The Customer Lifecycle Marketing Manager will play a central role in the Customers Direct-to-Fan digital strategy, owning the end-to-end fan lifecycle that converts anonymous and casual fans into known, registered and highly engaged fans.

Working as an Adobe specialist seconded into the Customers Digital Marketing team as part of the Adobe Implant Team, this role will define the lifecycle and every journey within it, bring together compelling content (copy and imagery), and set the programme up to run within the Customer environment, across both Adobe and Pulselive (Beyond) properties.

Measurement is essential: the role will ensure that tracking, KPIs and reporting are built into the go-live of every journey and that the programme delivers against agreed KPIs. Journeys will also be designed to collect and enhance fan data, so the customer knows far more about its fans and their habits.

The role will coordinate activity across the Customer organisation in a matrix, liaising with others as needed, including Marketing, Content, Data, Product and Technology teams, Adobe Professional Services, Two Circles and Pulselive. Day to day, the role works alongside the customers  Digital Marketing team, with a weekly progress report to the Head of Digital Marketing and a monthly update to the Director of Digital Media.

Key Responsibilities

1. Lifecycle Strategy & Journey Design

• Define the lifecycle stages, entry and exit criteria, triggers, frequency and suppression rules.
• Design and document the lifecycle journeys, including welcome and onboarding, registration and conversion, engagement and habit-building, matchday and moment-based, FPL season-cycle, re-engagement and win-back.
• Plan delivery in phases, starting with the highest-priority journeys and building towards a complete end-to-end lifecycle.
• Document how the current flows work today and identify gaps, so everyone shares one clear picture of the lifecycle.

2. Specification & Delivery

• Translate each journey into a clear, agreed specification (journey map, segments, content requirements, 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.
• Hold delivery teams to account for the agreed scope, quality and timelines, and escalate risks and dependencies.

3. Data Collection & Enhancement

• Design journeys such as progressive profiling and preference capture that collect first-party data (favourite club and player, interests, language, region and engagement habits) in a way that feels valuable to the fan.
• Use behavioural and engagement signals to build a richer understanding of fan habits, and feed insight back into segmentation, content and the roadmap.
• Ensure consent, GDPR and PECR compliance in all data capture and communications, working with Customer data protection and legal teams.

4. Content & Creative

• Own the content plan for each journey, briefing, commissioning and approving on-brand copy and imagery.
• Plan for localisation and audience variants, and build modular content that can be reused across journeys.

5. Measurement, Testing & Optimisation

• Define the KPI framework and tracking plan for every journey before go-live, and deliver against the agreed KPIs.
• Build dashboards and reporting in Customer Journey Analytics and Adobe Analytics, and report progress to Customer and Adobe stakeholders.
• Coordinate and run A/B and multivariate testing as standard practice, and continuously optimise journey performance.

6. Collaboration & Ways of Working

• Work day to day alongside the Customer Digital Marketing team, coordinating activity across Marketing, Content, Data, Product and Technology teams and liaising with others as needed.
• Provide a weekly progress report to the Head of Digital Marketing and a monthly update to the Director of Digital Media.
• Establish playbooks, governance and training, advising and upskilling customer colleagues so they can run the programme in business-as-usual.

Key Deliverables

• Documented end-to-end fan lifecycle and journey map, agreed with the Customer
• Clear journey specifications and briefs for all delivery teams
• Priority journeys live across Adobe and Pulselive (Beyond) properties, each with content, QA and measurement in place at launch
• Data collection and enhancement journeys delivering richer, consented fan profiles
• Library of journey content (copy and imagery), including variants and localised versions
• Measurement framework, tracking plan and dashboards, with regular reporting against agreed KPIs
• Playbooks and training so the Customer can run the programme

• Own and define the end-to-end Customer fan lifecycle, from anonymous visitor through known and registered to engaged, loyal, lapsed and reactivated fans, and drive it through to delivery.
• Design, specify and launch the full portfolio of lifecycle journeys across web, app, email, push and in-app, using Adobe Journey Optimizer and Adobe Experience Platform, and across Adobe and Pulselive (Beyond) properties.
• Ensure measurement is built into the go-live of every journey, with agreed KPIs and tracking in place before launch, and deliver against those KPIs.
• Build journeys focused on data collection and data enhancement to deepen the Customers understanding of fans, their preferences and habits.
• Lead the creation of compelling journey content, including copy and imagery, with Customer content, creative and brand teams.
• Coordinate and hold to account the teams delivering the work, leading through influence across the Customer and its partners.