Lifecycle Specialist

We have a core belief that our toxic, sedentary lifestyles are making humans, and the planet, sick. So, we’re on a mission to change it.

To support this, we’re looking for a Lifecycle & Journey Specialist to own and optimise how we engage customers across their lifecycle. This role will be critical in improving retention, extending customer lifetime value, and ensuring every interaction feels relevant, timely and valuable.

THE ROLE

You will own the execution and optimisation of lifecycle communications across CRM channels (email, SMS, in-app),and referral and take responsibility for improving key customer journeys through data, testing and continuous iteration.

Working cross-functionally with CX, Product, Brand, and Customer Service, you will ensure that customer insight is turned into practical improvements that drive measurable impact.

WHERE YOU’LL PLAY

Lifecycle Execution

• Own the build, deployment and optimisation of lifecycle CRM programmes across email, SMS and in-app channels

• Develop and maintain automated flows across key lifecycle stages (e.g. onboarding, post-purchase, re-engagement)

• Ensure all communications are timely, relevant and aligned to customer needs

Journey Ownership

• Own and optimise a small number of high-impact customer journeys (e.g. onboarding, retention)

• Identify friction points and drop-offs using data and insight

• Implement improvements through CRM activity and coordinate with Product and CX where needed

Testing & Optimisation

• Design and run A/B tests across messaging, timing, channel mix and personalisation

• Continuously improve lifecycle performance through a structured test-and-learn approach

• Support the development of more advanced segmentation and personalisation strategies

CX Integration

• Partner closely with Head of CX to translate Voice of Customer insights into actionable lifecycle improvements

• Use data from CRM, customer service, reviews and behavioural analytics to identify and address customer pain points

• Ensure CRM activity aligns with the broader customer experience strategy

Performance & Reporting

• Track and report on lifecycle performance, linking CRM metrics to retention, engagement and lifetime value

• Provide clear insight into what is working, what isn’t, and where opportunities exist

• Contribute to a culture of data-driven decision making across CRM and CX

WHAT SUCCESS LOOKS LIKE

• Lifecycle programmes that drive measurable improvements in retention, engagement and lifetime value

• Seamless, relevant customer journeys across CRM channels

• Clear translation of customer insight into tangible improvements

• Continuous optimisation driven by testing, data and experimentation

• Strong alignment between CRM execution and customer experience priorities

ALL ABOUT YOU

• 3+ years’ experience in CRM and retention for a high growth and data driven organisation.

• Hands-on experience of working with Email Service Providers (ESPs) and other CRM tools.

• Hands-on experience with customer data and segmentation, referring to data points to inform segmentation strategies.

• Well-versed in working with design and copywriting teams to deliver best-in-class creatives, with very high production volumes.

• Experience working directly with web developers and/or data engineers on CRM projects.

• Results driven, comfortable analysing performance numbers and with a keen desire to optimise all customer touch points.

• A good understanding of email marketing best practices including GDPR and e-privacy laws.

• Strong communication skills and experience in Stakeholder engagement.

• Comfortable being autonomous and self-directed.

OUR EPIC BAREFOOT BENEFTIS

• 25-day holiday allowance (pro rata), 4 additional days each year to volunteer, to get outdoors or focus on your wellbeing, and a day off for your birthday.

• Private Medical Health care, including mental health, dental and eye care.

• Livebarefoot Pot – up to £1,000 per year to inspire you to live barefoot (embrace hobbies and passions) and or boost your natural health.

• Free seasonal Vivo footwear and discounts for you, your friends & family.

• Pension matched to 5%.

• Vivo Gatherings to celebrate the equinox and solstice, connecting and reflecting in nature.

• Generous parental leave.

• Death in Service up to 6 times your salary.

• Group income protection insurance.

• Car salary sacrifice scheme.

• Cycle to work scheme.

Vivobarefoot believes that diversity is the essence of its ecosystem. We encourage diversity of thought and believe that it enables creativity and innovation to flourish. Our mission is to create a fair and equitable workplace where people thrive and are empowered to become their true selves at work. We believe that feedback and fostering collaboration will allow employees to blaze new trails and enjoy every aspect of the Vivobarefoot community.

Every opportunity for recruiting a new member of the Vivobarefoot community should be an opportunity for us to introduce fresh perspectives, talent, and skills into our community. Therefore, our commitment is to recruit regardless of race, colour, nationality, religion, sexual orientation, disability, mental health illness, marital or parental status, national or social origin, gender identity, age or any other characteristics protected by law. We look forward to walking this barefoot journey with you