Lifecycle Marketing Manager at 1st%20formations

We’re looking for a data-driven Lifecycle Marketing Manager to own client retention and engagement across our Accounting-as-a-Service division. Working with a high-volume client base, you’ll use CRM data and behavioural insights to design and deliver targeted lifecycle campaigns that reduce churn, increase engagement, and drive long-term customer value. This is a high-impact role at the core of our scalable, low-touch operating model. ABOUT 1ST FORMATIONS At 1st Formations, we empower entrepreneurs to start, run, and grow their businesses with confidence. Running a business shouldn’t be slowed down by company formation, statutory compliance, accounting, or payroll. From day one, these essentials should be seamless, reliable, and intelligently handled — freeing founders to focus on building and scaling. We’re a leading UK provider of company formation and compliance services, building a modern, fully integrated technology platform that supports founders at every stage of their journey. Our platform brings together formation, compliance, accounting, payroll, and ongoing business support in one cohesive experience. No stitched-together services. No legacy workflows disguised as software. Just a single, scalable platform built for ambitious founders who want to move fast, stay compliant, and grow with confidence. Why Join Us Now? You’ll be joining a business with strong momentum, clear direction, and real opportunity for progression. - £18m annual revenue, including £9m ARR - Over 1 million companies formed - Certified B Corp and Carbon Neutral Business - Forecast to grow 5x–10x over the next three years THE ROLE We’re looking for a data-driven and commercially minded Lifecycle Marketing Manager to own client engagement, lifecycle marketing, and retention across our Accounting-as-a-Service division. Working with a high-volume client base (hundreds to thousands of small businesses), you’ll design and execute targeted campaigns to improve engagement, reduce churn, and increase client lifetime value. You’ll use CRM data, behavioural signals, and usage patterns to identify at-risk or disengaged clients and proactively intervene through scalable marketing initiatives. This role sits at the intersection of Marketing, Operations, and Customer Success, and is key to making our low-touch, high-volume model successful. You will have clear ownership of retention performance and lifecycle effectiveness across the client base. KEY RESPONSIBILITIES - Own retention and engagement strategy across the full client lifecycle - Design and execute targeted email and CRM campaigns based on client behaviour, usage, and risk signals - Use CRM data to identify at-risk, disengaged, or underutilising clients and define intervention strategies - Build and optimise automated lifecycle journeys (onboarding, activation, engagement, reactivation) - Continuously analyse campaign performance and optimise based on engagement, churn, and conversion metrics - Segment the client base effectively to deliver relevant and timely communications at scale - Collaborate with Customer Success to align on at-risk accounts and key friction points - Test and iterate on messaging, timing, and channels to improve outcomes WHAT WE'RE LOOKING FOR - Hands-on experience building and executing email campaigns and automated journeys (e.g. HubSpot, Salesforce, Braze, etc.) - Proven experience owning CRM/lifecycle/retention marketing in a high-volume environment - Experience managing large customer bases (thousands of users/customers), ideally in subscription or SaaS models - Strong analytical skills, with the ability to translate data into actionable retention strategies - Experience segmenting audiences and personalising communications at scale - Commercial mindset with a clear understanding of churn, retention, and customer lifetime value - Ability to operate independently and work cross-functionally with Marketing, Operations, and Customer Success teams WHAT WE OFFER - £65–90k and comprehensive benefits package - Hybrid working model - High-impact role with ownership of retention and lifecycle performance - Real opportunities for progression as the business scales - The chance to influence both customer experience and product development - A culture that values ownership, impact, and continuous learning Equal Opportunities 1st Formations is an equal opportunity employer and is committed to creating a diverse and inclusive workplace. We consider all applicants for employment without regard to race, colour, religion, sex, national origin, sexual orientation, age, citizenship, marital status, criminal history, disability, or gender identity. We encourage individuals from all backgrounds to apply. If you have a disability or special need that requires accommodation, please let us know.