Lead Customer Lifecycle Manager

updraft.com; City of London; On-site; GBP 35,000 - 40,000; Full time

Job summary

A fintech company is seeking a Mid-Senior level CRM Marketing professional. You will be responsible for mapping the customer journey, creating engaging CRM content, and using data to drive customer retention. The ideal candidate has at least 4 years of experience in CRM or retention marketing, preferably in app-based environments, with a strong grasp of Intercom and analytical skills. This position offers hybrid working and various benefits including private medical insurance and annual leave.

Benefits

Private medical and dental insurance

25 days annual leave + UK bank holidays

Hybrid working

Financial wellbeing support

Qualifications

• 4+ years of experience in CRM, lifecycle or retention marketing.
• Strong knowledge of Intercom for building journeys and reporting.
• Confident writing CRM content, newsletters, and user communication.

Responsibilities

• Map customer journey across all lifecycle states.
• Design and launch automated journeys in Intercom.
• Write clear and friendly CRM content.

Skills

CRM experience

Marketing in fintech

Intercom expertise

Content writing

Data analysis

Tools

Intercom

Braze

Iterable

Job description

Base pay range

£35,000.00 - £40,000.00

Location

Greater London, England, United Kingdom

Overview

We’re Updraft – the app for smarter credit. Our mission is simple: Credit that lifts you. We help people pay off costly borrowing, spend wisely, and build lasting confidence with money. We’re now looking for someone to take ownership of how we nurture, educate and retain our customers – turning users into advocates and Updraft into a lifelong financial ally.

What you’ll do

• Map the customer journey across all lifecycle states: onboarding, activation, engagement, repayment, retention and advocacy.
• Design and launch automated journeys in Intercom to educate and lift customers to their next state of usage and confidence.
• Write clear, friendly and creative CRM content – from lifecycle emails and push messages to educational newsletters.
• Run retention programmes that build habits and drive ongoing app engagement.
• Use behavioural data to segment customers and trigger relevant messaging in real time.
• Lead advocacy growth through Help‑a‑Friend, ensuring referral campaigns feel timely, rewarding and on‑brand.
• Audit and enhance our tooling: optimise Intercom workflows while evaluating next‑generation CEPs (like Braze or Iterable) and AI tools for automation, personalisation and analytics.
• Implement testing and reporting frameworks to track journey performance, churn reduction and engagement uplift.

What you’ll bring

• 4+ years experience in CRM, lifecycle or retention marketing, ideally in fintech or app‑based consumer brands.
• Strong hands‑on knowledge of Intercom (building journeys, triggers, segments and reporting).
• Confident writing CRM content and newsletters, with an instinct for tone, structure and clarity.
• Understanding of modern CEP platforms such as Braze, Iterable or Customer.io – able to compare and evaluate their benefits.
• A data‑driven mindset: confident analysing lifecycle metrics, running experiments and interpreting results.

How success will be measured

• Increased customer activation and retention rates across lifecycle states.
• Growth in Help‑a‑Friend participation and referred‑user quality.
• Reduction in churn and reactivation of dormant users.
• Delivery of a CEP upgrade roadmap with a clear business case.

You’ll thrive here if you

• Love blending insight, empathy, creativity and automation.
• Think in journeys, not single messages.
• Enjoy writing and producing CRM content that feels human and useful.
• Care about helping people understand credit as much as improving engagement metrics.
• Enjoy modernising toolsets and testing smarter, AI‑enhanced ways to connect with users.
• Private medical and dental insurance
• 25 days annual leave + UK bank holidays
• Hybrid working – London
• Financial wellbeing support via Mintago

Benefits

• Private medical and dental insurance
• 25 days annual leave + UK bank holidays
• Hybrid working – London
• Financial wellbeing support via Mintago

Seniority level

Mid‑Senior level

Employment type

Full‑time

Job function

Marketing, Advertising, and General Business