About the company

Technology has revolutionised the world we live in, yet somehow the rail industry has stayed much the same as it was 30 years ago. Seatfrog is here to change that.

We're on a mission to build a better future for billions of passengers and the rail companies that carry them. We've already reinvented how upgrading your seat is done - now affordable and lightning fast to over 870 destinations - and enabled customers to effortlessly swap between train journeys. But we're not stopping there! We're on our way to becoming the ultimate travel companion and the only app you'll ever need when travelling by rail in the UK and beyond.

We’re building a stellar team to achieve our audacious goals. We strive to create an environment where you can do your best work. Join us, and you’ll be challenged and supported in equal measure. Ours is a culture with spirit and substance and our people are empowered to make the bold decisions others wouldn’t and haven't.

About the role

Salary band: £75-85k

We are seeking a Lifecycle Growth Marketing Strategist to own the messaging strategy, programme design and channel execution that drives growth across the full passenger lifecycle at Seatfrog.

This role is responsible for designing and delivering lifecycle programmes that activate new users, convert high-intent prospects, build repeat upgrade behaviour and re-engage lapsed customers. You will translate customer insight, funnel data and research into compelling, well-timed communications that move users to act, from onboarding through to post-purchase and repeat engagement.

This role reports into the Head of Growth Marketing and works closely with the Lifecycle Data Strategist, CRM team, Product, Design and Analytics. Where the Data Strategist owns audience architecture and decisioning logic, this role owns what we say, when we say it, and how it is orchestrated across channels to drive measurable outcomes.

You will operate at both a strategic and executional level, defining lifecycle strategy, designing journey architecture and creating clear, high-quality briefs, while partnering with CRM and creative teams to bring programmes to life.

This role plays a central part in driving growth by ensuring customers receive relevant, timely and personalised communications throughout their journey. You will own the end-to-end lifecycle experience, translating insight into effective messaging across channels including email, push and in-app, delivered at the moments customers are most likely to engage.

This is not a campaign execution role. You will set the lifecycle strategy, define the journey structure and shape the messaging approach, working with CRM and creative teams to execute.

You will have direct input into roadmap prioritisation, and your work will have clear, measurable commercial impact.

What you'll do

Lifecycle Strategy & Programme Design

Own the lifecycle marketing strategy across the full passenger journey, from app install and registration through to first upgrade, repeat behaviour, lapse prevention and reactivation.
Define and manage the personalisation and messaging roadmap for lifecycle, working with the Data Strategist to evolve from scheduled broadcasts toward behaviour-triggered, intent-personalised communications at scale.
Define the lifecycle programme architecture: the key moments, the channel mix, the message hierarchy and the sequencing logic that determines how Seatfrog communicates with each user cohort.
Translate customer research, funnel data and behavioural insights into a prioritised set of lifecycle initiatives, clearly articulating the opportunity, the approach and the expected impact for each.
Develop and maintain the lifecycle communications calendar, coordinating across CRM, Product and Marketing to ensure programmes are sequenced correctly and do not conflict.
Identify capability gaps, process blockers and platform limitations that constrain lifecycle execution, and contribute to business cases that unlock investment in the people, tools or infrastructure needed to address them.
Build business cases for lifecycle investment, sizing the opportunity and making a clear case for prioritisation to the Head of Growth Marketing and wider stakeholders.

Journey Architecture, Briefing & Playbooks

Design end-to-end lifecycle journeys across email, push and in-app messaging, defining the trigger logic, entry and exit criteria, message cadence, channel sequencing and personalisation approach for each programme.
Write clear, detailed campaign briefs for the CRM team and creative teams, specifying audience, objective, key message, channel, timing, personalisation variables and success metrics.
Build and maintain a lifecycle journey catalogue, brief templates and strategic planning playbooks, creating reusable frameworks that accelerate delivery, embed best practice and uplift the capability of the broader CRM and growth team.
Work closely with the Lifecycle Data Strategist to ensure audience selection, suppression logic and segmentation criteria are correctly translated into each journey.
Own the messaging strategy and tone of voice for lifecycle communications, ensuring every touchpoint reflects the Seatfrog brand and is calibrated to the user's lifecycle stage and intent.
Review and approve CRM builds before launch, ensuring delivery matches the strategic intent of the brief.

Activation & Conversion Programmes

Lead the design and delivery of activation programmes for new and unconverted users, including onboarding lifecycle extension, re-engagement campaigns and route-personalised prompts targeting users by travel behaviour and intent.
Own the messaging strategy for funnel recovery programmes, including post-search exit, post-auction-details drop-off, confirmation abandonment and post-bid-loss re-engagement, ensuring recovery communications are timely, relevant and conversion-focused.
Design and brief the First Win communications strategy, that drives a user to their first upgrade through confidence building, value framing and guidance
Work with Product and the Data Strategist to define contextual in-app and push trigger moments, identifying the highest-intent lifecycle touchpoints where a well-timed message has the greatest conversion impact.
Partner with the media and acquisition team to activate CRM audiences in paid social and display retargeting, ensuring lifecycle and paid channels are coordinated around the same user moments, not operating in parallel.

Retention & Habit Loop Programmes

Own the post-win lifecycle strategy, designing the messaging sequence that captures the emotional peak of the first upgrade, reinforces repeat behaviour and builds the upgrade habit in the critical first 30 days.
Design and brief lapse prevention and reactivation programmes for transacted users, including lapsing transactor re-engagement, post-bid-loss recovery and contextual repeat-use triggers for high-frequency travel segments.
Lead the cross-sell messaging strategy for Secret Fares, Train Swap and standard Tickets, identifying the right lifecycle moments to introduce secondary products and designing the briefs that bring them to market.
Work with the Data Strategist to define the audience criteria and timing signals for each retention programme, ensuring messaging is triggered by real behavioural events rather than scheduled broadcasts.

Test-and-Learn & Programme Optimisation

Define the test agenda for lifecycle programmes, identifying the highest-impact questions to answer across messaging, timing, channel, personalisation and offer, and designing experiments that produce actionable learning.
Partner with the Data Strategist and Analytics to ensure all tests are correctly designed with appropriate holdout groups, sample sizes and success metrics, and that results are interpreted rigorously.
Lead post-programme analysis, translating campaign results, funnel movement and retention data into clear, commercially relevant recommendations that drive the next iteration of the strategy.
Champion a culture of continuous improvement across the lifecycle programme, treating every campaign as an opportunity to learn something that improves the next one.

Insight, Reporting & Stakeholder Communication

Own the performance narrative for lifecycle programmes, synthesising campaign results, funnel data and customer insight into a clear, commercially relevant story for the Head of Growth Marketing and leadership.
Run lifecycle planning forums and cross-functional strategy sessions, aligning Product, CRM, Design and Analytics around programme priorities, roadmap decisions and shared performance goals.
Work with Analytics to define and maintain lifecycle KPIs, ensuring the team has a consistent view of programme performance at both initiative and objective level.
Present lifecycle strategy, programme results and recommendations to cross-functional stakeholders including Product, Design and senior leadership.
Champion the customer perspective across the growth team, ensuring lifecycle strategy is grounded in how passengers actually behave, not how the business assumes they behave.

Governance & Compliance

Ensure all lifecycle communications comply with UK GDPR and PECR requirements, including consent management, opt-out handling and data usage within CRM programmes.
Work with the Data Strategist and legal team on consent strategy, ensuring opt-in messaging and CRM contact practices meet regulatory requirements.

What we're looking for

We’re Looking For

A strategically-minded lifecycle marketer — someone who understands the full customer journey, can translate insight into a compelling programme design, and has the commercial sharpness to prioritise the work that moves the metrics that matter.

Experience

Significant experience in lifecycle marketing, CRM strategy or growth marketing roles within digital consumer businesses, ideally 4–7 years, though depth of ownership matters more than years.
Proven track record of designing and delivering lifecycle programmes that drive measurable improvement across activation, conversion, retention or reactivation.
Experience owning the strategy behind CRM or lifecycle programmes end-to-end — from insight and brief through to delivery, measurement and iteration.
Experience developing next-best-action frameworks or behaviour-triggered lifecycle strategies, either designing the approach yourself or working closely alongside a data team that implemented one.
Hands-on experience with CRM and marketing automation platforms, ideally Braze. You do not need to be a Braze builder, but you need to understand how journeys are constructed, what triggers and personalisation are possible, and how to brief a CRM team accurately.
Experience working with customer data and behavioural signals to inform lifecycle strategy, comfortable reading funnel data, interpreting retention curves and using research to sharpen a brief.
Experience designing and running messaging experiments - testing messaging, timing, channel, content and offer to drive continuous improvement.
Agency or consultancy experience is a distinct advantage - candidates who have built lifecycle strategies across multiple clients typically bring a broader reference set and a sharper ability to identify what works.

Skills & Capabilities

Strong strategic thinking, able to look at funnel data, customer research and business context and identify the right lifecycle problem to solve and the right approach to solve it.
Excellent written communication - you can write a sharp brief, articulate a clear strategic rationale and adapt your communication style for CRM, creative, product and senior stakeholder audiences.
Creative sensibility - you have strong instincts about messaging, timing and tone, and understand how to write communications that feel relevant and personal rather than generic.
Commercially sharp - you understand how lifecycle activity connects to revenue, and you prioritise programmes based on expected business impact rather than executional convenience.
Highly organised with strong project management instincts - able to manage multiple programmes across different lifecycle stages without losing sight of the overall strategy.
Collaborative and influential - comfortable working across Product, Analytics, Design and CRM to align on priorities and drive delivery without direct line authority.

What would make you stand out

Experience in a travel, marketplace or subscription business where repeat purchase behaviour and lifecycle depth are the primary growth levers.
Familiarity with behaviour-triggered lifecycle architecture in Braze or equivalent, understanding of Canvas flows, event-triggered entry, A/B testing and personalisation using Liquid logic.
Experience working alongside a data or analytics team to design and implement intent-based or propensity-scored lifecycle programmes.
Experience activating CRM audiences in paid channels, connecting lifecycle and retargeting to create a coordinated, multi-channel user experience.
A strong portfolio of lifecycle work, examples of programmes you have designed and the measurable outcomes they drove.
Prior agency or consultancy experience where you owned the lifecycle strategy brief and presented recommendations to senior clients.

What's on offer

offer

An outstanding team culture, where we solve problems together to drive the best possible results
A competitive salary
A 4 day working week to ensure the best possible work/life blend (hello 3 day weekends!)
Private healthcare plan via Aviva, with added gym discounts and incentives to encourage you to get out, get active and stay mentally and physically healthy
A benefits package that includes salary sacrifice childcare benefit, enhanced parental leave, electric car leasing scheme, and free upgrades with our rail partners
Engaging, all expenses paid monthly team days to connect and collaborate

We're currently taking a flexible approach to where our team work - we have a great office near Liverpool St should you wish to use it, but we welcome applications from across the UK, as many of us work remote first.

The Process

30 Minute Screener - with Lucy (Senior Talent + People Partner)
60 Minute Technical Interview - with [Name]
30 Minute Culture Interview - with Iain (CEO), and [NAME]

At Seatfrog, we consider diversity a strength - inclusion fuels our ability to solve problems we never thought we could. Your application will be considered on its merits, without regard to your race, age, gender, religion, sexual orientation, disability status or anything else. If there is anything we need to know to enable you to fully participate in our interview process, please just let us know in your application.

By submitting this application, I agree that my personal data will be collected, processed, and retained by the company solely for the purposes of managing and assessing my candidacy.