B2C Lifecycle Marketing Lead, Proton

• 7+ years in B2C lifecycle marketing, growth marketing, or marketing automation — ideally in a SaaS or subscription business — with a track record of building lifecycle programmes from scratch
• Experience in a startup or high-growth scale-up, or managing lifecycle communications across multiple products or complex customer journeys
• Hands-on experience with lifecycle/marketing automation platforms and event-driven segmentation, triggers, and journey orchestration
• Experience using product and behavioural data to build automated customer journeys, with strong analytical and experimentation skills
• Comfort operating with ambiguity — able to make progress and build structure when information or infrastructure is incomplete

Desirable

• As we scale both our B2B and B2C businesses, CRM and lifecycle marketing are becoming critical growth engines. We’re looking for a CRM & Lifecycle Marketing Lead to join our Growth & Lifecycle Team to own, unify, and scale lifecycle strategy and operations across both segments
• This is a senior individual contributor role — with the expectation of building a team over time — for someone who can set a lifecycle strategy and build it themselves. You'll own Proton's end-to-end CRM and lifecycle programs across B2B and B2C, translating growth and product strategy into automated, measurable lifecycle systems and operating as the single lifecycle authority across the company
• Both platforms are live - your job is to take them from functional to fully operationalised. Vero runs B2C and HubSpot runs B2B; the architecture exists, but the programs, automations, and customer journeys that drive conversion, retention, and revenue at scale are yours to build
• You'll be equally comfortable designing a lifecycle framework, configuring the platform that runs it, and digging into the data to prove it works. You know what events, attributes and signals each program needs, and you work closely with Data and MarTech teams to deliver the right journeys. You operate through influence and systems ownership rather than headcount - and you've done this before in an environment where there's no program management layer and no one to hand problems to
• Own end-to-end CRM and lifecycle strategy across both segments
• Define and operationalise the core frameworks: onboarding, activation, retention, churn prevention, upsell, cross-sell, expansion and win-back
• Embed lifecycle thinking across Marketing, Product and Growth
• Take Proton’s existing HubSpot Marketing Hub setup from early-stage to mature, fully operationalised use
• Build and scale B2B lifecycle architecture on top of it: lead capture and qualification, MQL→SQL orchestration, and segment- and intent-based nurture
• Establish clean lifecycle-stage definitions, robust lead scoring, and reliable automation where these are still immature
• Own CRM data hygiene, governance, and compliance
• Own B2C lifecycle communications from activation through retention, driving CLTV, reducing churn, and improving conversion in partnership with Product, Growth, and Design
• Use customer segmentation to ensure every lifecycle communication reaches the right person at the right moment, continuously refining audiences
• Design and manage campaigns across email, in-app, and later push notifications that are aligned to the growth and marketing calendars and commercial goals
• Run a structured test-and-learn program (A/B, MVT) in partnership with Data Analytics, turning results into measurable improvements in engagement and conversion
• Maintain a clear optimisation roadmap and own channel KPIs — tracking what’s working, fixing what isn’t and documenting what scales
• Define the data foundation lifecycle marketing runs on. Work with Analytics to identify the product events, user attributes and behavioural signals each program needs to perform
• Work with Data Science to bring predictive models into production lifecycle use cases: churn propensity, upsell triggers, engagement scoring
• Act as the business voice into the Martech team, surfacing lifecycle pain points, defining the outcomes new capabilities need to deliver, and signing off on what’s built
• Work with Data Analytics to produce dashboards and reporting that give Marketing, Sales, Product, and Leadership clear visibility into lifecycle performance
• Use experimentation and insight to continuously improve
• Act as the connective tissue between Marketing, Sales, Customer Success, Product, Data, and Engineering — aligning everyone around a single customer view