Lifecycle Strategy Manager - UAE Nationals Only

Role Overview

Lifecycle Strategy Manager at Etihad Airways, UAE. This is a UAE Nationals only position.

Company Overview

Etihad Airways is the UAE's national airline, operating from its hub in Abu Dhabi. The airline connects people across continents and cultures and is pursuing its "Journey 2030" ambition to double its fleet, expand its network, and grow its people for a new era of excellence.

Role Purpose

Lead the development and execution of Etihad's CRM lifecycle strategy across acquisition, retention, and travel communications. Ensure lifecycle activities are cohesive, data-led, and aligned with business objectives, driving customer engagement, retention, and lifetime value. Act as a strategic partner working closely with Loyalty, Data, Technology, Marketing, and Commercial teams to deliver measurable lifecycle impact.

Key Responsibilities

Strategy & Planning

• Design and implement the overarching CRM lifecycle strategy across Acquisition, Retention, and Travel Communications.
• Ensure clarity of ownership, alignment, and seamless handoffs across lifecycle stages.
• Lead lifecycle planning, prioritization, and roadmap alignment.
• Translate business priorities into clear frameworks that CRM Managers can execute effectively.
• Ensure lifecycle strategies are customer-centric and data-led, aligned with Etihad's commercial, loyalty, and brand objectives.

Performance & Measurement

• Oversee lifecycle performance and measurement, ensuring consistent definitions, tracking, and reporting of acquisition, retention, engagement, churn, and customer lifetime value.
• Drive data-led decision-making and experimentation across the lifecycle.
• Partner with Data and Analytics teams to apply insights, models, and test-and-learn practices.

Optimization & Improvement

• Identify opportunities for improvement and change.
• Drive initiatives that enhance lifecycle effectiveness, scalability, and operational maturity.
• Champion best practices, innovation, and continuous improvement across CRM processes, tooling, and ways of working.

Leadership & Stakeholder Management

• Provide strategic leadership and guidance to CRM Managers.
• Support performance, development, and accountability across teams.
• Represent the CRM lifecycle function with senior stakeholders.
• Ensure alignment, clarity, and effective decision-making across Marketing, Digital, Loyalty, and Technology teams.
• Demonstrate exceptional stakeholder management skills with confidence in influencing senior leaders and cross-functional teams.

Qualifications & Experience

• Bachelor's degree in Marketing, Business, Communications, Data, or a related field.
• Advanced qualifications in analytics, strategy, or CRM are an advantage.
• 7 years of experience in CRM, lifecycle marketing, or customer engagement roles within complex consumer businesses.
• Proven experience leading lifecycle or CRM strategies across multiple customer stages.
• Experience managing and developing high-performing teams.
• Experience working cross-functionally at senior levels.

Skills & Competencies

• Strong commercial and analytical mindset, with experience using data to inform strategy and performance decisions.
• Familiarity with CRM platforms, lifecycle measurement, and customer engagement metrics.
• Experience with platforms such as Adobe Campaign Manager, Salesforce, Braze, or similar is preferred.
• Strong knowledge of audience segmentation, personalization, preference management, and lifecycle marketing principles.
• Experience working closely with technology and data teams to enable lifecycle strategy execution.
• Exposure to agile ways of working, PI planning, and sprint-based delivery environments.
• Ability to provide creative and strategic direction for CRM communications.
• Strong understanding of what drives effective messaging across email, push notifications, and other CRM channels.
• Experience working in high-volume CRM environments, balancing scale while protecting relevance, trust, and customer experience.
• Demonstrated ability to work autonomously.
• Proactive identification of opportunities and ability to lead change in complex environments.