Lifecycle Growth Marketing 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 have 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.

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 Lifecycle Growth Marketing Strategist to own the messaging strategy, programme design and channel execution that drives growth across the full passenger lifecycle s 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 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. Your work will have clear, measurable commercial impact and direct input into roadmap prioritisation.

• 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, working with the Data Strategist to evolve from scheduled broadcasts toward behaviour‑triggered, intent‑personalised communications at scale.
• Define the lifecycle programme architecture: key moments, channel mix, message hierarchy and 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, approach and 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.

• Design end‑to‑end lifecycle journeys across email, push and in‑app messaging, defining 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…