Job description

Etihad Airways runs this CRM Lifecycle Strategy Manager role out of Abu Dhabi within its Revenue & Commercial Division, leading the development and execution of CRM lifecycle strategy across Acquisition, Retention and Travel Communications. Customer engagement, retention and lifetime value all depend on lifecycle activities staying cohesive, data-led and aligned with business objectives, and this role acts as the strategic partner making that happen. You'll design and implement the overarching lifecycle strategy with clarity of ownership and seamless handoffs across stages, translating business priorities into frameworks that CRM Managers can actually execute. Lifecycle performance measurement runs through this role too, keeping consistent definitions, tracking and reporting for acquisition, retention, engagement, churn and customer lifetime value. Data-led decision-making and experimentation happen in partnership with Data and Analytics teams, applying insights, models and test-and-learn practices across every lifecycle stage. Strategic leadership and guidance extend to CRM Managers, supporting their performance, development and accountability while representing the CRM lifecycle function with senior stakeholders across Marketing, Digital, Loyalty and Technology. CRM platforms such as Adobe Campaign Manager, Salesforce and Braze come into play here, alongside audience segmentation, personalisation, preference management and lifecycle marketing principles. Agile ways of working, including PI planning and sprint-based delivery, factor into how lifecycle strategy execution gets enabled alongside technology and data teams. A bachelor's degree in Marketing, Business, Communications, Data or a related field is required, along with 7 years of experience in CRM, lifecycle marketing or customer engagement roles within complex consumer businesses.