Betashares is seeking a Senior Marketing Manager – Lifecycle to own strategy, roadmap and delivery of customer lifecycle programmes across both B2C and B2B audiences, working alongside the Marketing Director – Customer Lifecycle & CRM. The role will build and optimise the always-on engagement layer across Betashares, turning customer and intermediary data, behavioural signals and product opportunities into measurable growth in activation, engagement, retention, cross-sell, lifetime value and revenue.

This is a senior, end-to-end ownership role accountable for identifying and prioritising lifecycle opportunities, designing customer and partner journeys, setting the testing and personalisation agenda, and leading cross-functional delivery across email, push, SMS, in-product, paid retargeting and other owned channels. The role requires strong lifecycle expertise, commercial accountability and the ability to lead complex programmes from strategy through to measurable outcome, as well as the execution of campaigns.

The role will work closely with the Marketing Director – Customer Lifecycle & CRM, Marketing Operations, Data and Martech, Product, Distribution, Compliance, Creative and broader Marketing teams. It will provide senior direction to campaign execution resources and help establish lifecycle marketing as a core growth capability across Betashares.

Key responsibilities

Lifecycle strategy, roadmap and commercial ownership

• Contribute to lifecycle strategy and prioritised roadmap across B2C and B2B audiences, aligned to Betashares growth priorities and customer needs.
• Identify the highest-value lifecycle opportunities across onboarding, activation, education, engagement, cross-sell, reactivation, retention, advocacy and win-back – working with Marketing, Product and Distribution teams.
• Translate customer, adviser and intermediary needs into clear lifecycle programmes with defined commercial and customer outcomes.
• Set programme objectives, success measures and business cases, connecting lifecycle activity to activation, retention, cross-sell, FUM, lifetime value, revenue and customer experience.
• Provide senior recommendations on contact strategy, prioritisation, cadence and channel mix across the Betashares communications ecosystem.

Automated customer journey design and delivery

• Work closely with cross-functional teams to optimise existing programme, including end-to-end design and delivery of automated journeys for retail investors and customers across Betashares Funds, Direct and Super.
• Work with sales & marketing teams to understand lifecycle programmes for B2B audiences, including advisers, brokers, institutional and intermediary partners, share insights & optimisations, and execution.
• Develop customer and partner journey maps, message architectures, trigger frameworks, content requirements and testing plans.
• Partner with Product and Engineering to build lifecycle experiences directly into Betashares digital products.
• Ensure lifecycle programmes are integrated with acquisition, product, distribution, service and regulatory communications.
• Direct cross-functional delivery across Marketing Operations, Data, Martech, Product, Creative, Content, Compliance and external partners, ensuring programmes are delivered on time and to standard.

Segmentation, personalisation and decisioning

• Use customer, adviser and intermediary data, behavioural signals, product holdings, engagement patterns, intent and propensity indicators to define priority audiences and next-best actions.
• Partner with Data and Martech teams to define triggers, audience logic, suppressions, consent rules, measurement approaches and data requirements.
• Lead the use of dynamic content, personalised messaging, channel optimisation and decisioning to improve relevance and commercial performance.

Performance, experimentation and optimisation

• Own lifecycle performance reporting and ensure results are translated into decision-ready insights and actions.
• Establish a structured test-and-learn programme across audience, proposition, message, timing, cadence, channel and offer strategy, including incrementality testing against control groups.
• Move measurement beyond delivery, open and click metrics to activation, conversion, retention, cross-sell, FUM, revenue and lifetime value outcomes.
• Identify underperformance, customer experience risks and commercial opportunities early, and lead practical optimisation responses.
• Maintain a clear record of hypotheses, tests, learnings and programme improvements to build institutional capability over time.

Leadership and cross-functional influence

• Act as the senior lifecycle marketing lead for priority B2C and B2B programmes, partnering with and influencing stakeholders across Product, Distribution, Data, Technology, Compliance and Marketing.
• Provide clear briefs, strategic direction and quality oversight to campaign execution and Marketing Operations resources.
• Build strong operating rhythms with business owners so lifecycle opportunities are identified, prioritised and delivered with clear accountability.
• Represent lifecycle performance, opportunities and risks in senior forums with concise, commercially grounded recommendations.

Governance, compliance and customer experience

• Ensure all lifecycle programmes meet regulatory, privacy, consent, brand and internal approval requirements.
• Set and maintain contact, cadence and suppression principles that protect customer and partner experience and reduce communication fatigue.
• Ensure journey logic, audience definitions, approvals, decision rules and outcomes are documented as the work is done, kept current and auditable.
• Monitor live journeys and resolve breaks, delays and data issues before they affect customers.
• Partner with Legal, Compliance and Risk to maintain strong governance without compromising speed or effectiveness.

AI and modern lifecycle practice

• Lead the practical use of AI and automation to improve journey design, content variation, audience selection, testing, insight generation and optimisation.
• Identify and lead AI-assisted personalisation opportunities, including send-time optimisation, dynamic segmentation, next-best-action and content variation.
• Establish clear controls and human judgement over AI-assisted outputs to protect quality, compliance and customer relevance.
• Share use cases and build capability across the wider Marketing team.

About you

• 8+ years of experience in lifecycle marketing, CRM, customer engagement, marketing automation or growth marketing, including ownership of complex programmes.
• Demonstrated experience designing and leading end-to-end automated customer journeys.
• Designs connected, always-on journeys rather than one-off campaigns.
• Strong experience across B2C lifecycle marketing; B2B, adviser, intermediary or partner marketing experience is highly regarded.
• Hands-on Braze expertise, combined with the ability to set strategy and direct delivery. Salesforce Marketing Cloud or a comparable platform will be considered.
• Advanced understanding of customer journeys, segmentation, behavioural triggers, suppression logic, personalisation, experimentation and campaign measurement.
• Proven ability to connect lifecycle programmes to commercial outcomes including activation, retention, cross-sell, FUM, lifetime value and revenue.
• Experience leading cross-functional programmes with Product, Data, Technology, Distribution, Compliance, Creative and Content stakeholders.
• Strong stakeholder partnership and influence, with the judgement and confidence to prioritise, challenge and make clear recommendations.
• Experience in financial services, wealth, superannuation, fintech or another regulated environment is highly regarded.
• Experience with Amplitude or similar product analytics, and with a customer data platform or warehouse-connected data, is an advantage.
• Practical experience using AI and automation in marketing workflows, with evidence of improved speed, relevance or performance.
• Highly organised, commercially minded and comfortable building capability in a fast-growing function.
• Growth mindset, energetic and motivated to lead and enable Betashares future success.