Senior Lifecycle​/CRM Growth Lead; Remote

What we're hiring for

We're hiring a Lifecycle Growth Lead to own one of our biggest growth levers: turning the customers who already love what we do into the engine that brings the next wave of customers in. Done well, repeat bookings and referrals can become the dominant way this business grows from here.

It's a creative, hands‑on growth role, mostly expressed through email, SMS, Whats App, and the in‑product moments where customers decide whether to come back, bring a friend, or drift away. You'll set the strategy, ship the work, and have the autonomy to be properly ambitious about what's achievable.

A note on how the role is set up: rather than build out a team of direct reports, you'll be coming in to set up an AI‑enabled lifecycle function — designing and building the automations, flows and ways of working. You'll have engineering, design, content and data partners across the business to pull in when needed. We're especially interested in candidates who have already done this kind of setup work in a previous role — built AI meaningfully into their lifecycle workflow, not just used it on the side.

You'll own repeat and referral as outcomes, and you'll set the level of ambition. We'd like to be moving these numbers materially. The headline metrics:

• Repeat booking rate, by cohort
• Referral rate — customers who bring at least one new customer
• Signup‑to‑first‑booking conversion
• Long‑term LTV

How you move them is up to you. We work in fast cycles: lots of small, well‑instrumented tests, an honest read on what worked, and a willingness to keep what's working, retire what isn't, and try the next thing. If a test we ran six months ago beats what we're doing now, we'll happily go back to it. We follow the numbers without ego.

What the work looks like:

• Designing and shipping journeys across signup, activation, first booking, post‑trip, win‑back, and referral — across email, SMS, Whats App, and in‑product, with behaviour‑based triggers and segmentation throughout.
• Running a continuous experimentation program: segmentation, copy, timing, incentives, mechanics. A/B and multivariate testing where it makes sense. Reporting clearly and honestly on what's moved.
• Building and rebuilding the referral mechanic until it compounds. We don't have a fixed view of what this should look like — finding what works is part of the role.
• Setting up the AI‑enabled side of the function: the automations, flows, prompts and operating model.
• Working closely with product, performance marketing, content, and data — pulling in support where it'll help.
• Owning the lifecycle dashboard and being the source of truth on the metrics above, working in GA4 and Hex (Hex experience is a plus).
• Operating our CRM stack (currently Hub Spot) and making the call on when and what to migrate to.

You've owned growth‑relevant numbers — repeat, referral, activation, retention LTV — at a consumer business, and you can talk in specifics about what you tried, what worked, and what it moved. Likely backgrounds: lifecycle or growth marketing at a marketplace, consumer subscription, fintech, travel, or D2C company that took experimentation seriously. Travel experience is a bonus, not a requirement. At least 5+ years in lifecycle, growth or retention‑focused roles.

• You think in growth loops as much as funnels. Referral and repeat are compounding mechanics to you, not programs to launch and review quarterly.
• You're AI‑fluent, and you've put it to work. You use LLMs and adjacent tools daily for copy, segmentation, briefs, data, prototyping and one‑off scripts. More importantly, you have built automated workflows that removed manual work from a repeatable process, and you can walk us through it.
• You're hands‑on with lifecycle automation tools (Hub Spot, Braze, Klaviyo, Iterable, Customer.io or similar), comfortable with multi‑step workflows, event triggers, and customer segments, and you have a view on what's good in the market.
• You're comfortable interrogating your own results in GA4, or Hex without waiting on an analyst, looking at funnel performance, cohort retention, campaign response and ROI.
• You…