Company Overview

The organisation operates in the technology-enabled financial services sector, supporting digital products and services designed to make financial interactions more accessible, efficient and convenient. Its operations depend on building customer trust, delivering clear digital experiences and maintaining meaningful relationships throughout the customer lifecycle.

The Lifecycle Marketing & Customer Engagement department focuses on helping customers progress from initial registration to active product use, continued engagement and long-term retention. Through relevant communications, behavioural analysis and marketing automation, the team supports customers at important stages of their relationship with the organisation.

Working with product, analytics, customer support and compliance colleagues, the department develops customer communications that are timely, useful and aligned with business objectives. The team prioritises customer relevance, measurable outcomes and responsible use of communication channels.

Role Summary

The Customer Lifecycle Marketing Specialist will plan, execute and optimise marketing programmes that guide customers through key stages of the customer journey. The role will focus on onboarding, activation, engagement, retention, reactivation and customer education across relevant digital channels.

The successful candidate will use customer segmentation, behavioural triggers and campaign performance data to develop communications that address customer needs at the right time. This may include onboarding email sequences, product education campaigns, engagement reminders, customer lifecycle journeys and reactivation programmes for customers who have become inactive.

The position requires a combination of marketing execution, analytical thinking, writing ability and technical familiarity with marketing automation platforms. The specialist must understand how communication frequency, timing, messaging and customer context influence engagement.

Working remotely within Estonia, the candidate will collaborate with marketing, product, analytics and customer support teams to ensure that lifecycle campaigns reflect actual customer needs and deliver measurable improvements in engagement and retention.

Key Responsibilities

• Lifecycle strategy: Develop lifecycle marketing plans that support customer onboarding, activation, engagement, retention and reactivation. Align campaigns with business priorities and the customer’s stage of product adoption.

• Onboarding programmes: Create and optimise welcome communications, onboarding sequences and educational messages that help new customers understand product features, complete relevant setup steps and begin using available services.

• Customer activation: Identify barriers that prevent registered customers from becoming active users. Develop targeted campaigns and behavioural interventions to encourage meaningful first-time product engagement.

• Marketing automation: Build, configure and maintain automated customer journeys using appropriate marketing automation or customer engagement platforms. Ensure that triggers, audience rules, message timing and exit conditions function as intended.

• Audience segmentation: Create customer segments using engagement history, lifecycle stage, product usage and other permitted attributes. Ensure that each campaign is relevant to the intended audience.

• Personalisation: Adapt message content, recommendations and calls to action to customer needs and behavioural context without relying on inappropriate or unnecessarily intrusive use of personal information.

• Retention campaigns: Develop communications that encourage continued product use, reinforce product value and help customers discover relevant features or services.

• Reactivation initiatives: Design campaigns for inactive or disengaged customers, testing different messaging approaches and incentives where appropriate and permitted by business policy.

• Customer education: Work with product and support teams to create helpful communications that explain features, service processes, account functionality and common customer questions.

• Campaign copywriting: Produce clear, engaging and accurate email subject lines, body copy, push notifications, in-product messages and other lifecycle communication assets.

• A/B testing: Test subject lines, content variations, send times, audience definitions and calls to action. Establish clear success criteria and use test results to improve subsequent campaigns.

• Performance measurement: Monitor delivery rates, click-through rates, conversion, activation, engagement, unsubscribe rates and retention outcomes. Evaluate results against relevant baselines and campaign objectives.

• Customer journey optimisation: Map communication touchpoints and identify gaps, duplication or unnecessary friction. Work with stakeholders to improve consistency across email, in-product messaging and other supported channels.

• Cross-functional coordination: Collaborate with product, analytics, customer success and compliance teams to validate campaign content, confirm audience requirements and ensure that communications reflect current product functionality.

• Consent and communication governance: Follow applicable privacy requirements, marketing consent rules, suppression lists, communication preferences and internal approval procedures. Help ensure that customer messaging is responsible and appropriately controlled.

• Reporting and documentation: Maintain campaign records, document automation logic and prepare regular reports on lifecycle performance, key findings and recommended improvements.

• Continuous optimisation: Review customer feedback, campaign outcomes and lifecycle trends to identify opportunities to improve relevance, reduce unnecessary communications and increase long-term customer value.

Requirements and Qualifications

• Bachelor’s degree in Marketing, Communications, Business Administration, Digital Media or a related discipline, or equivalent professional experience.

• Previous experience in lifecycle marketing, customer relationship marketing, email marketing, customer engagement or marketing automation.

• Practical experience with one or more customer engagement, CRM or marketing automation platforms.

• Strong understanding of customer lifecycle stages, behavioural segmentation, automated journeys and retention marketing.

• Experience developing marketing communications for digital products, online services or customer-facing technology platforms.

• Excellent writing and editing skills, with the ability to produce clear, concise and audience-appropriate messages.

• Familiarity with campaign performance metrics, including activation, engagement, conversion, unsubscribe rates and retention.

• Ability to structure A/B tests, interpret campaign results and use findings to guide improvements.

• Experience working with customer data and collaborating with analytics teams to define audience segments and campaign success measures.

• Strong organisational skills, including the ability to coordinate multiple campaigns, maintain accurate documentation and meet delivery deadlines.

• Good judgement when handling customer communications, particularly regarding frequency, relevance, clarity and appropriate messaging.

• Understanding of data protection, marketing consent and customer communication requirements applicable to digital services operating in the European market.

• Experience in fintech, payments, digital banking, SaaS or subscription-based services is an advantage.

• Professional English communication skills. Knowledge of Estonian or other European languages is beneficial for localised campaigns.

Benefits

• Remote working within Estonia, with flexibility to organise day-to-day activities around campaign schedules and agreed objectives.

• Opportunity to shape customer engagement strategies across onboarding, activation, retention and reactivation.

• Practical experience with marketing automation, customer segmentation and data-driven personalisation.

• Collaboration with marketing, product, analytics and customer support professionals.

• Opportunities to develop expertise in lifecycle strategy, campaign experimentation and customer relationship management.

• A professional environment that values clear communication, responsible marketing and measurable results.

• Exposure to digital financial products and the customer engagement challenges associated with technology-driven services.

• Opportunities to contribute to projects that improve customer education, service adoption and the overall digital experience.

Application Instructions

Applicants should submit an up-to-date CV outlining relevant lifecycle marketing experience, campaign management responsibilities, automation platform knowledge and examples of customer engagement initiatives.

Candidates are encouraged to describe campaigns they have developed or improved, particularly those involving onboarding, activation, retention or customer reactivation. Where possible, include measurable results or explain how campaign performance was evaluated.

A portfolio of anonymised email campaigns, customer journey diagrams, automation workflows or campaign case studies may be included where appropriate. All examples should respect confidentiality obligations and avoid disclosing personal customer information.

Shortlisted applicants may be invited to discuss how they would design an onboarding sequence, segment a customer audience, improve a low-performing lifecycle campaign or measure the effectiveness of a retention initiative. Candidates should be prepared to explain their approach to experimentation, communication relevance and responsible customer engagement.

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