Senior Director of Lifecycle Marketing and Analytics at Sorenson Communications in London

Job description

• As Senior Director, Lifecycle Marketing & Analytics, you will own the strategy and performance of the customer lifecycle across CaptionCall, VRS, and Enterprise—from lead conversion and onboarding through activation, engagement, retention, reactivation, and long-term customer value. You will identify the behaviors and moments that determine whether customers successfully adopt and continue using Sorenson’s services, then translate those insights into coordinated, measurable customer journeys across email, SMS, direct mail, push notifications, in-app messaging, outbound calling, paid-media audiences, and other addressable channels. Your success will be measured by meaningful improvements in conversion, activation, active users, participation, minutes of use, retention, reactivation, customer lifetime value, and the incremental revenue generated by lifecycle initiatives.
• You will build and lead Sorenson’s lifecycle marketing and marketing analytics capabilities, including the team, technology, data, measurement framework, testing discipline, and operating processes required to manage the customer journey at scale. This includes selecting and implementing marketing-orchestration platforms such as Braze or Iterable and marketing-analytics products such as Amplitude; establishing trusted lifecycle reporting and attribution; developing actionable customer segments and predictive indicators; and creating a rigorous experimentation roadmap that connects marketing activity to customer behavior and financial impact. Working closely with Product, Sales, Customer Experience, IT, Finance, Legal, Compliance, and business-line marketing leaders, you will turn fragmented customer interactions into an integrated lifecycle program and ensure that customer data is used responsibly, compliantly, and effectively to drive sustained business growth.

Responsibilities

• Lifecycle Strategy and Leadership: Build and lead the lifecycle marketing and marketing analytics functions, including team structure, priorities, operating cadence, and performance expectations.
• Customer Journey Ownership: Own post-lead acquisition strategy across conversion, onboarding, activation, engagement, retention, and reactivation for CaptionCall, VRS, and Enterprise.
• Omnichannel Orchestration: Develop coordinated customer journeys across email, SMS, direct mail, push notifications, in-app messaging, outbound calling, and other addressable channels.
• Measurement and Analytics: Establish marketing measurement, attribution, customer segmentation, testing, and performance-reporting capabilities; define baseline metrics and targets across the lifecycle.
• Business Impact: Translate customer and marketing data into strategies that increase active users, participation, minutes of use, retained revenue, and customer lifetime value while improving CAC-to-LTV economics.
• Technology Leadership: Own the selection, implementation, integration, and adoption of lifecycle marketing and analytics platforms, including the email/lifecycle platform and multitouch analytics stack.
• Cross-Functional Partnership: Partner with Product, Sales, Customer Experience, IT, Legal, Compliance, Finance, and business-line marketing leaders to align customer journeys, data requirements, and execution.
• Team Development: Hire, coach, and develop lifecycle marketing and analytics talent and create clear processes for intake, prioritization, quality assurance, approvals, and learning.
• Personal responsibility for gaining a working understanding of all regulatory and legal requirements related to your role/work product and ensuring that those requirements are met.
• Other duties as assigned.

Requirements

• 4 Year/Bachelor’s Degree in Marketing, Business, Analytics, Statistics, Communications, or a related field
• 10 years of progressive experience in lifecycle, CRM, retention, growth, or data-driven marketing, including experience leading teams and building measurement capabilities.
• Demonstrated expertise across customer conversion, onboarding, activation, engagement, retention, reactivation, and loyalty strategies.
• Strong command of marketing analytics, attribution, experimentation, segmentation, cohort analysis, and customer lifetime value.
• Experience selecting and implementing lifecycle marketing, customer-engagement, analytics, and data platforms; familiarity with platforms such as Braze and modern cloud data environments preferred.
• Ability to translate complex data into clear priorities, business cases, performance targets, and executive-level recommendations.
• Excellent leadership, communication, and change-management skills, with the ability to influence and collaborate effectively across technical and business teams.
• Strong business acumen, customer focus, organizational judgment, and commitment to compliant, responsible use of customer data.

Skills

Required

• Leadership
• Communication
• Change-management
• Influence and collaboration
• Business acumen
• Customer focus
• Organizational judgment
• Marketing analytics
• Attribution
• Experimentation
• Segmentation
• Cohort analysis