Lifecycle Strategy Manager

Etihad Airways
Department Icon Corporate Finance
Posted: 5 hours ago
0-15 years
UAE
Corporate Finance
full time
Full Time
Closes 25 Dec 2026
Posted: 5 hours ago
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Job Description

Job description / Role
Job Type
Full Time
Job Location
UAE
Nationality
Any Nationality
Salary
Not Specified
Gender
Not Specified
Arabic Fluency
Not Specified
Job Function
Finance, Business Analysis & Consulting
Company Industry
Travel, Hotel & Tourism
Job description

The CRM lifecycle strategy manager is responsible for leading the development and execution of Etihad’s CRM lifecycle strategy across acquisition, retention, and travel communications. The manager ensures lifecycle activities are cohesive, data-led, and aligned with business objectives, driving customer engagement, retention, and lifetime value. Acting as a strategic partner, the role works closely with loyalty, data, technology, marketing and commercial teams to deliver measurable lifecycle impact.

Responsibilities:

  • Design and implement the overarching CRM lifecycle strategy across acquisition, retention, and travel communications, ensuring clarity of ownership, alignment, and seamless handoffs across lifecycle stages.
  • Ensure lifecycle strategies are customer-centric and data-led, aligned with Etihad’s commercial, loyalty, and brand objectives.
  • Lead lifecycle planning, prioritisation, and roadmap alignment, translating business priorities into clear frameworks that CRM managers can execute effectively.
  • 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, partnering with data and analytics teams to apply insights, models, and test-and-learn practices across the lifecycle.
  • Identify opportunities for improvement and change, driving initiatives that enhance lifecycle effectiveness, scalability, and operational maturity.
  • Provide strategic leadership and guidance to CRM managers, supporting performance, development, and accountability across teams.
  • Represent the CRM lifecycle function with senior stakeholders, ensuring alignment, clarity, and effective decision-making across marketing, digital, loyalty, and technology teams.
  • Champion best practices, innovation, and continuous improvement across CRM processes, tooling, and ways of working.

    • Qualifications:

  • Bachelor’s degree in marketing, business, communications, data, or a related field. Advanced qualifications in analytics, strategy, or CRM are an advantage.
  • Seven 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.
  • Strong commercial and analytical mindset, with experience using data to inform strategy and performance decisions.
  • Experience managing and developing high-performing teams and working cross-functionally at senior levels.
  • 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, personalisation, preference management, and lifecycle marketing principles.
  • Experience working closely with technology and data teams to enable lifecycle strategy execution, including exposure to agile ways of working, PI planning, and sprint-based delivery environments.
  • Ability to provide creative and strategic direction for CRM communications, with a 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.
  • Exceptional stakeholder management skills, with confidence influencing senior leaders and cross-functional teams.
  • Demonstrated ability to work autonomously, proactively identify opportunities, and lead change in complex environments.

    • Additional information:

    Etihad Airways is more than the UAE’s national airline – we’re shaping the future of global aviation. From our hub in Abu Dhabi, we connect people across continents and cultures, while driving our “Journey 2030” ambition to double our fleet, expand our network and grow our people for a new era of excellence. Join us and become part of a vision where the world is your workplace and extraordinary experiences take flight.

    Recruitment fraud alert:

    Beware of fraudulent job offers from individuals or organizations claiming to represent the Etihad group. We will never ask for personal information, bank details, or payment during the recruitment process. Interviews are conducted face-to-face or via video or telephone before any formal offer. If you are asked for money, please treat it as fraudulent.

    About the Company

    Etihad Airways is the National Airline of the United Arab Emirates. The airline was set up by a Royal Decree in July 2003, with Abu Dhabi, the capital of the UAE, as its hub. Etihad started commercial operations in November 2003.

    With Etihad, everyone who flies with us is welcomed as our guest.

    This simple credo illuminates everything we do, from big things like making sure that our fleet is one of the most advanced in the sky, to small touches like letting you choose the films you watch.

    Were proud to be the National Airline of the United Arab Emirates. At the crossroads between Europe and Asia, our home reflects our commitment to bringing the world closer together - as does our highly cosmopolitan staff.

    Skills

    FinanceStrategic Leadership

    If a job posting appears fraudulent, asks for payment, contains misleading information, or violates our guidelines, please report it immediately. Our team will review it promptly, Jobaaj does not charge any fee from the applicants.

    About Company

    Etihad Airways keeps the United Arab Emirates (UAE) connected with the world's big cities. As a commercial airline based in Abu Dhabi, Etihad Airways serves about 50 destinations in Europe, Asia, and the Middle East; destinations include London, Moscow, Mumbai, Damascus, Kuwait, and Islamabad. The airline also offers North American services in New York and Toronto. Etihad Airways' fleet consists of more than 40 Airbus aircraft, including 14 wide-body A330s and eight medium-range A320s. Etihad Airways also operates a cargo services division. The airline was founded in 2003 by a royal decree issued by a member of Abu Dhabi's royal family.

    Etihad Airways is the national airline of the United Arab Emirates. We’ve come a long way since our journey started in 2003, and we’re delighted to have been able to share our worldwide adventure with millions of passengers ever since. We know that no traveller is the same, and that’s why choice is at the heart of everything we do. When you choose Etihad Airways, you decide exactly how you want to fly. Multiple options, unlimited experiences. We’re also proud to call Abu Dhabi our home. The capital of the UAE is at the crossroads of the world, filled with rich heritage, captivating culture and breathtaking experiences.

    Read More

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