Customer Value Associate Manager / Lifecycle & CRM
Role Summary
The Customer Value Associate Manager / Lifecycle & CRM is a high-impact, performance driven role responsible for owning the end-to-end customer lifecycle strategy across online platforms.
This role is a key growth engine, accountable for maximizing Customer Lifetime Value (CLV), Revenue, and retention performance by delivering data-driven, personalized, and scalable engagement strategies.
The CVM operates at the intersection of acquisition, data analytics, and revenue performance, ensuring that every customer interaction contributes to:
Increased activation and engagement
Sustainable retention and churn reduction
Optimized investments and margins
Cross-sell between products
Long-term customer profitability
Core Mission
To maximize customer value across the entire lifecycle by designing, executing, and continuously optimizing data-led, commercially effective CRM strategies.
The role will:
Drive customer engagement, retention, and reactivation
Increase monetization
Optimize promotion efficiency and ROI
Deliver personalized experiences on scale
Ensure sustainable and responsible user growth
The CVAM must balance:
Commercial performance
Customer experience (relevance, engagement, satisfaction)
Compliance
Key Responsibilities
Customer Lifecycle Strategy
Own the end-to-end user lifecycle.
Design and optimize segmentation frameworks (value-based, behavioral, lifecycle stage)
Develop churn prevention and win-back strategies Build loyalty and engagement programs that drive long-term retention
Define high-value player journeys and upgrade pathways
CRM & Campaign Management
Plan, execute, and optimize omnichannel CRM campaigns (Automations, email, push, SMS, in-app)
Build automated and triggered journeys based on behavior
Deliver event-driven engagement campaigns aligned with commercial priorities
Ensure high campaign performance, relevance, and personalization
Manage and optimize offers and promotional mechanics
Data & Analytics
Analyze user behavior, conversion funnels, and engagement trends
Conduct cohort analysis, segmentation, and lifecycle performance tracking
Evaluate campaign effectiveness, ROI, and customer profitability
Identify growth opportunities and performance gaps
Translate insights into immediate and actionable strategies
Commercial Performance Optimization
Own and drive: Retention rate improvement, Churn reduction, Revenue uplift and CLV growth.
Optimize budget efficiency and ROI
Improve customer monetization and engagement frequency
Support cross-sell between product verticals
Compliance
Monitor and identify risky patterns
Ensure CRM activities are compliant
Contribute to sustainable customer engagement strategies.
Required skills & Experience
Experience
5/7 years in CRM, LifeCycle, Retention, or Customer Value Roles.
Experience Managing high-frequency users, lifecycle management and revenue optimization.
Technical & Analytical Skills
Strong ability to Analyze Customer Data, Translate insights into actions, Track performance and KPIs
Experience with CRM Platforms, Marketing Automation Tools, Data Analysis.
Core Competencies
Solid experience of Segmentations, Automations, Funnel Analysis, Campaign Performance Metrics.
Customer Centric Approach
Agility and Execution Speed
Strategic Thinking with hands-on delivery
Strong commercial mindset (focus on revenue & value generation)
Ownership mentality (end-to-end accountability)
Stakeholder management and team collaboration