Customer Lifecycle & Value Growth Lead

About the role

We are building a stronger digital sales and channel integration capability - and growth here means more than new customer acquisition. We need someone who can take ownership of the entire customer value journey: activation, engagement, cross-sell, upsell, and long-term retention across banking, leasing, loans, savings, investments and more.

It is a strategic and executive role for someone who thinks in customer value, not just campaigns. You will define how we grow customer relationships systematically, measurably, and at scale.

This role comes with a high level of ownership from day one, with the opportunity to shape how customer value growth is built and scaled across the organization.

What will you do

Customer value growth strategy

• Own the customer value growth roadmap across key segments, lifecycle stages and product categories.
• Identify monetization opportunities and translate them into measurable initiatives.

Lifecycle program development

• Design and manage programs across onboarding, activation, engagement, adoption, retention, cross-sell, upsell and reactivation.
• Define journey logic, triggers, audiences and channel orchestration.

Cross-sell, upsell and offer logic

• Work with Product and business owners to define next best product, next best offer and cross-sell priorities, aligned with commercial targets, customer eligibility and channel readiness.

Segmentation and insight activation

• Turn customer data into practical growth actions. Identify high-potential segments, behavioral patterns and lifecycle opportunities with analytics teams.

Direct marketing governance

• Own lifecycle campaign priorities and coordinate the direct marketing calendar - balancing commercial ambition with customer relevance, frequency and consent.

Performance management

• Define and track KPIs across activation, engagement, cross-sell, retention, ARPU and CLV. Report lifecycle growth progress to leadership and stakeholders.

What success looks like

• Higher customer lifetime value
• More products per customer
• Cross-sell and upsell revenue growth
• Improved activation and product adoption
• Stronger retention and lower inactivity
• Clear lifecycle priorities and campaign governance
• Better leadership visibility of CLV performance

Must-have experience

• 5+ years in lifecycle marketing, CRM, customer value management, growth or retention marketing.
• Familiarity with Braze, Salesforce, Adobe, Bloomreach or similar platforms.
• Proven ability to turn customer data and business priorities into actionable growth programs.
• Strong understanding of segmentation, user journeys and funnel optimization.
• Proven track record of connecting CRM activity to revenue, retention and customer value.
• Strong understanding of user journeys and funnel optimization.
• Cross-functional collaboration across Product, Data, Marketing, Sales and Digital.

Nice to have

• Have experience with Banking / fintech / financial services.
• Are familiar with NBA / NBO logic, CLV, ARPU, churn or propensity modeling.
• Experience with analytical, attribution tools and product analytics platforms (Power BI, GA4, Amplitude or other).
• Experience building a capability from an early maturity stage.

What we offer

This is not a campaign management role. You will take ownership of a strategically important growth area and shape how customer value management is built across a modern financial organization, with real mandate, cross-functional support and leadership visibility from day one.

Monthly Salary:

3450 - 5180 EUR. gross

You will join a team focused on digital sales, channel integration and customer growth, with the opportunity to build something scalable and meaningful.