Blue Light Card. Individually great, together unstoppable

The Role and the Team

We’re looking for a CRM Lifecycle Manager to join us as we continue to grow. In this role, you’ll play a key part in keeping our members active, engaged, and coming back, by designing and delivering smart, data-led lifecycle journeys that prevent churn, re-ignite engagement, and win back lapsed members.

Sitting within our Lifecycle & Automation team, this is a hands-on role for someone who enjoys building sophisticated CRM journeys in Braze, testing what works, and using insight to continuously improve performance. You’ll work closely with Product, Data, Growth, and Creative teams to ensure our lifecycle communications feel timely, relevant, and genuinely valuable for our members.

What You’ll Do

• Own the planning, build, and optimisation of lifecycle CRM campaigns focused on churn prevention, reactivation, and win-back

• Design and deliver sophisticated automated journeys in Braze using behavioural and transactional data

• Ensure journey logic, segmentation, targeting, and dynamic content are accurately configured, QA checked, and performing as intended

• Build cross-channel lifecycle campaigns across email and push notifications, with exposure to in-app and WhatsApp where appropriate

• Develop targeted segmentation and personalised messaging to improve sustained engagement and retention

• Partner with the Data team to translate data and insight into clear lifecycle strategies

• Run structured test-and-learn activity, including A/B testing of content, timing, channels, and incentives

• Monitor campaign performance, identify drop-off points, and iterate journeys to improve member lifetime value

• Collaborate closely with Product, Member Experience, Growth, and Creative teams to align lifecycle activity with the wider member experience

What You’ll Bring

• Strong lifecycle CRM experience focused on reactivation, engagement, churn prevention, and win-back (rather than onboarding)

• Deep hands-on expertise with Braze, including building and managing complex lifecycle journeys, and experience with Liquid and HTML to enhance dynamic content

• Proven experience delivering email and push notification campaigns, with in-app and WhatsApp experience a bonus

• A strong understanding of lifecycle marketing best practices, including behavioural triggers, segmentation, and personalisation

• Confidence owning campaigns end to end, from build and QA through to optimisation and reporting

• An analytical mindset, comfortable using data to inform decisions and demonstrate impact

• A collaborative approach, with the ability to explain CRM concepts clearly to non-technical stakeholders

Our Culture

Our mission is simple – make heroes happy. Our members are the real-life heroes who keep us all safe, cared for, and thriving. It’s what gets us up in the morning and pushes us to go further, think bigger, and create something that truly matters. By focusing on their happiness, we create amazing experiences, deliver unrivalled discounts, innovative products, and world-class service.

We don’t just follow the usual path - we look for smarter, bolder ways to deliver real impact. We take ownership, move fast, and work shoulder to shoulder to build something special.

We’re committed to building a diverse and inclusive team where everyone feels they belong. Different perspectives and experiences help us grow, innovate, and better reflect the communities we serve.

We promote hybrid working, and value in-person collaboration so encourage time in our offices, where you can make the most of our fully stocked snack drawers – either the HQ in Leicestershire, or London, Holborn office. The frequency and office location will vary depending on the role and team. We aim to be flexible, but we aren’t able to offer fully remote working.

What We Offer

• Hybrid working and flexible hours

• EV charging and free parking onsite at HQ

• 25 days annual leave plus an additional day off for your birthday, and a buy and sell holiday scheme of up to 5 days

• A company bonus scheme

• Your own Blue Light Card and exclusive access to thousands of discounts

• Generous funded BUPA medical insurance covering pre-existing conditions

• Group auto-enrolment pension plan

• Enhanced parental leave and absence leave

• Healthcare cashback plan

• Employee assistance programme (including mental health support) and mental health first aiders

• Great social events e.g., festive party, summer party, team socials, sports matches

• Regular company-wide recognition events e.g. monthly Light’s Up and annual Shine awards

• Relaxed dress code and modern office space (games area, chill-out areas, book club, free drinks/snacks)

• Onsite gym at HQ (including access to free HIIT & stretch classes)

• Strong learning and development culture and personal growth fund

#LI-Hybrid