Senior Lifecycle Data Strategist

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.

Salary band: £75-85k

We are seeking a Senior Lifecycle Data Strategist to lead the data, decisioning and planning capability that underpins lifecycle and CRM growth at Seatfrog.

This role is responsible for identifying where growth opportunities exist across the customer journey, understanding the underlying drivers of user behaviour, and translating these insights into a prioritised set of initiatives and experiments designed to drive measurable impact across activation, conversion, retention and repeat behaviour.

This role reports into the Head of Growth Marketing and works cross‑functionally with Product, Marketing, Design and Analytics to align on priorities, roadmap, testing and measurable growth outcomes.

You will operate at both a strategic and executional level, translating customer insight and behavioural data into clear, actionable plans. This includes defining audience logic, decisioning frameworks and next‑best‑action approaches that enable more personalised and effective lifecycle experiences.

This is a role for someone who thinks strategically about data, is comfortable getting hands‑on with the detail, and knows how to move from insight to action.

This is a senior individual contributor role with significant influence over strategy, prioritisation and execution.

You will shape how Seatfrog understands and engages its customers by:

• defining the audience architecture that underpins lifecycle activity
• establishing the measurement and experimentation frameworks that guide decision‑making
• designing the decisioning logic that determines how we personalise at scale

You will have direct influence over product, marketing and commercial priorities, ensuring lifecycle strategy is aligned to business impact rather than driven by channel execution alone.

• Own the data and audience strategy that underpins the CRM and lifecycle programme, covering the full passenger journey from registration through to repeat upgrade behaviour.
• Design and maintain a lifecycle segmentation framework — defining behavioural, recency and intent‑based audience tiers across never‑transacted, active, lapsing and churned user cohorts.
• Identify opportunities within customer, behavioural and transactional data to drive activation, conversion, retention and reactivation, translating these into a prioritised initiative roadmap.
• Build the data planning process: defining audience selection criteria, suppression logic, journey hierarchy rules and frequency caps across all lifecycle programmes.
• Develop business cases for lifecycle initiatives, sizing the opportunity and estimating expected impact before committing to build.

• Lead an audit of existing customer data sources and event tracking to define and validate the lifecycle segments required for activation, retention and reactivation programmes. This is a priority deliverable in the first 30 days.
• Map the behavioural signals, Amplitude events and Braze attributes currently available against what the lifecycle strategy requires — and produce a clear gap analysis and data requirements brief for Engineering and Analytics.
• Proactively identify…