Lifecycle Automation & Analytics Lead (Journey Architect)

Lifecycle Automation & Analytics Lead (Journey Architect)

Department: Customer Experience

Reports to: Customer Experience & Commercial Strategy Director

About the Role

Spandex is advancing its global lifecycle marketing capability and is seeking a Lifecycle Automation & Analytics Lead to design, govern, and optimise our lifecycle architecture across all markets. This senior role ensures customer journeys are structured, data-driven, quality-assured, and consistently aligned to global standards.

You will define the frameworks that guide how lifecycle journeys are built, measured, and improved- driving commercial impact through segmentation, experimentation, and structured governance.

Key Responsibilities

Lifecycle Architecture & Governance

• Define and maintain global lifecycle journey blueprints.
• Establish standards for triggers, timing rules, suppression logic, and channel orchestration.
• Ensure consistent lifecycle frameworks across countries and business units.

Segmentation & Targeting Strategy

• Own and evolve the global segmentation framework.
• Develop and maintain RFM models, engagement tiers, and affinity models.
• Ensure segmentation is scalable, actionable, and embedded into all lifecycle journeys.

Experimentation & Measurement

• Define lifecycle measurement standards, including A/B testing protocols and control group methodologies.
• Drive a test-and-learn culture across markets and CRM teams.
• Ensure lifecycle initiatives are measurable and linked to commercial outcomes.

Quality Assurance & Activation Standards

• Establish QA standards for all lifecycle journeys.
• Define "ready-to-activate" criteria covering targeting accuracy, triggering logic, and brand alignment.
• Minimise post-release defects through structured governance.
• Review and approve optimisation proposals from Journey Managers.
• Ensure recommendations are evidence-based and commercially sound.
• Lead structured performance reviews and continuous optimisation cycles.

Skills, Knowledge & Experience

• Proven experience in lifecycle marketing, CRM, or marketing automation at scale.
• Strong expertise in journey orchestration platforms (Emarsys or similar).
• Deep understanding of segmentation, personalisation, and customer behaviour modelling.
• Experience with experimentation frameworks and incrementality measurement.
• Strong analytical capability with the ability to translate data into actionable insights.
• Experience working in multi-country, matrix organisations.

#J-18808-Ljbffr