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# Director of Lifecycle

- **Company:** Ingenio
- **Location:** Bilbao, Spain
- **Salary:** €160,000.0 - €190,000.0
- **Contract:** Permanent contract
- **Skills:** Data Analysis, Klaviyo Email and SMS Marketing
- **Published:** September 24, 2026
- **Apply:** https://www.adzuna.es/contact-us.html

## About the Role

7+ years of experience in lifecycle and/or CRM marketing, with a track record of materially improving early customer retention and repeat behavior
Demonstrated hands-on experience building and optimizing behavioral lifecycle programs (email, push, SMS, in-app) with strong instincts on trigger logic, sequencing, and channel judgment
Strong incrementality mindset: experience designing holdout tests, measuring causal lift, and distinguishing genuine program impact from correlation
Comfort being a player/coach: This role requires doing significant individual work alongside managing and developing a small team
Experience working cross-functionally with Product and Engineering to influence roadmaps using lifecycle behavioral data
Strong analytical skills, including the ability to translate retention data into a clear narrative and actionable roadmap
Experience with Iterable or a comparable lifecycle platform (Braze, Klaviyo, etc.)
Alignment with Ingenio's core values: humility, ownership, and a willingness to challenge limiting beliefs

## Description

We are seeking a high-impact Director of Lifecycle to own and accelerate our lifecycle growth engine. In this role, you will be the primary architect of the programs, behavioral logic, and experimentation discipline that turn first-time customers into loyal ones.
You are a strategic, data-driven leader who translates customer behavior into clear hypotheses, executable programs, and measurable outcomes. You will lead a hands-on team and partner cross-functionally to build and optimize lifecycle programs that drive repeat behavior, expand Lifetime Value (LTV), and reduce early customer churn.
Retention at Keen is a team sport - it spans Product, Engineering, Customer Success, and Lifecycle working in concert. This role owns the lifecycle levers: the messaging, the experiments, and the measurement story. You will be the person who knows what's happening in the retention curve, why it's happening, and who sounds the alarm when things move in the wrong direction.
Please note: This role will require being in our SF office at least 3 days per week (Tuesday-Thursday).
What you'll be doing:
Lifecycle Ownership: Lead the strategy and execution for full-funnel lifecycle programs across email, SMS, push, and in-app. Ensure campaigns are aligned to business KPIs and designed to reduce friction across the early customer journey.
Early Lifecycle Engine: Redesign the Day 0-28 customer experience to be behavioral and personalized.
Offer & Promotion Strategy: Build a disciplined offer engine across lifecycle stages. Establish segmentation logic, a consistent testing framework, and clear ROI guidelines by segment.
Keen Rewards Integration: Develop a working understanding of Keen Rewards and integrate it meaningfully into early lifecycle flows.
Retention Monitoring & Escalation: Own the retention performance dashboard - Week 1 retention, Month 1 retention, Month 1 gross receipts retention, and cohort LTV. Deliver a clear monthly narrative to leadership on what's moving, what's not, and why. When retention shows early warning signs, surface the issue proactively with a root cause hypothesis and a point of view on next steps.
Technical & Platform Excellence: Maximize the value of Iterable and related lifecycle tools. Conduct a full audit of existing workflows. Introduce AI-driven automation to improve personalization, segmentation, and campaign performance where it demonstrably moves the needle.
Performance-Driven Leadership: Lead and develop a team of two lifecycle specialists, elevating the function from campaign execution to measurable business impact. Foster strong cross-functional collaboration across Marketing, Product, Engineering, Customer Success, and Analytics.


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