CRM & Lifecycle Specialist

Job description

## The Role Ziina is looking for a **CRM & Lifecycle Specialist** to own lifecycle marketing end-to-end. This is a high-ownership, high-impact role. You'll own the full lifecycle experience for the businesses and individuals who use Ziina, from sign-up and first activation through to long-term retention, and you'll be accountable for the results. You won't be executing someone else's plan: you'll set the lifecycle strategy, decide what to test, build it yourself in Braze, and report on what it moved. We're at a major inflection point in our growth, and lifecycle is one of our biggest levers. Your work will directly shape activation, retention and revenue at one of the region's fastest-growing fintech platforms, and you'll work side by side with product, growth and leadership to make it happen. ## As a CRM & Lifecycle Specialist at Ziina, you will: - Own Ziina's lifecycle strategy end-to-end: define the journeys, priorities and roadmap for onboarding, activation, engagement, retention and win-back. - Build, launch and optimize lifecycle campaigns and automated journeys across email, push and in-app using Braze. You'll set the direction and be hands-on in the tools. - Own the lifecycle metrics: set targets for activation, retention and conversion, and be accountable for hitting them. - Design the segmentation strategy for both business and consumer users, so the right message reaches the right user at the right moment. - Run a high-velocity experimentation program with the Growth/Engagement PM and Product Marketers, turning growth hypotheses into A/B tests on messaging, cadence and targeting. - Own deep linking and campaign attribution in Branch so every channel is tracked accurately. - Coordinate cross-channel campaigns with the wider marketing team, keeping audiences, timing and messaging joined up. - Own CRM data quality and audience hygiene, working with data and engineering to keep it clean, reliable and actionable. - Partner with design and content to create on-brand, high-converting messaging that reflects Ziina's voice. - Own the health of our martech stack: spot issues, drive fixes with product and engineering, and shape how the platform evolves. ## To succeed in this role, you likely: - Have 3-5 years of experience in CRM or lifecycle marketing, ideally with B2B or SMB products such as merchant platforms, SaaS or B2B fintech. - Have built and run automated lifecycle journeys hands-on in a CRM platform, from segmentation and build through to reporting on results. - Bring a strong analytical foundation and use data to decide what to build, test and scale. - Have worked in a fast-paced scale-up and enjoy creating order and structure out of ambiguity. - Take initiative, bring a bias towards action and want real ownership of the numbers your work moves. - Step back to see the macro view while living for the details, questioning assumptions and using first principles thinking to solve problems. - Manage multiple campaigns and stakeholders at once and communicate clearly with technical and non-technical teams. - Demonstrate high integrity, a team-first mentality and a growth mindset. - Are based in, or open to relocating to, the UAE (relocation support provided). ## What would amaze us: - You have direct experience with Braze and Branch, and can hit the ground running without a long ramp - You've built a lifecycle program from scratch or significantly scaled one, and can point to the metrics you moved - You've run lifecycle for both B2B and consumer audiences, ideally in fintech or another regulated, fast-moving environment - You have a strong instinct for copy and know how to write messaging that converts - You're comfortable pulling your own data and don't need analytical support to draw conclusions from campaign performance - You've contributed to martech integration work: Not just using the tools, but understanding how they connect and flagging when something's broken