Lead Customer Lifecycle Manager

About Updraft

We’re Updraft - the app for smarter credit. Our mission is simple: Credit that lifts you. We help people pay off costly borrowing, spend wisely, and build lasting confidence with money.

We’re now looking for someone to take ownership of how we nurture, educate and retain our customers - turning users into advocates and Updraft into a lifelong financial ally.

The Opportunity

This is a hands-on and strategic role for someone who can design, build and optimise how our customers progress through their Updraft journey.

You’ll map and manage lifecycle states - from onboarding to repayment to advocacy - using our current tools (primarily Intercom) to run intelligent, personalised communication across email, in-app and push.

You’ll be a content creator for CRM - confident writing newsletters, crafting engaging lifecycle copy and working closely with the design team to produce educational and visually strong communications.

At the same time, you’ll lead the roadmap toward a more advanced Customer Engagement Platform (CEP) such as Braze or Iterable, exploring how AI-enhanced tools can help us better understand customer behaviour, predict churn and personalise engagement at scale.

Your goal: keep customers active, informed and inspired - and turn happy members into brand advocates by getting our Help-a-Friend referral system off the ground.

What you’ll do

• Map the customer journey across all lifecycle states: onboarding, activation, engagement, repayment, retention and advocacy.

• Design and launch automated journeys in Intercom to educate and lift customers to their next state of usage and confidence.

• Write clear, friendly and creative CRM content - from lifecycle emails and push messages to educational newsletters.

• Run retention programmes that build habits and drive ongoing app engagement.

• Use behavioural data to segment customers and trigger relevant messaging in real time.

• Lead advocacy growth through Help-a-Friend, ensuring referral campaigns feel timely, rewarding and on-brand.

• Audit and enhance our tooling: optimise Intercom workflows while evaluating next-generation CEPs (like Braze or Iterable) and AI tools for automation, personalisation and analytics.

• Implement testing and reporting frameworks to track journey performance, churn reduction and engagement uplift.

What you’ll bring

• 3+ years experience in CRM, lifecycle or retention marketing, ideally in fintech or app-based consumer brands.

• Strong hands-on knowledge of Intercom (building journeys, triggers, segments and reporting).

• Confident writing CRM content and newsletters, with an instinct for tone, structure and clarity.

• Understanding of modern CEP platforms such as Braze, Iterable or Customer.io - able to compare and evaluate their benefits.

• A data-driven mindset: confident analysing lifecycle metrics, running experiments and interpreting results.

• Experience designing or optimising referral or advocacy programmes.

How success will be measured

• Increased customer activation and retention rates across lifecycle states.
• Growth in Help-a-Friend participation and referred-user quality.
• Reduction in churn and reactivation of dormant users.
• Delivery of a CEP upgrade roadmap with a clear business case.

You’ll thrive here if you

• Love blending insight, empathy, creativity and automation.
• Think in journeys, not single messages.
• Enjoy writing and producing CRM content that feels human and useful.
• Care about helping people understand credit as much as improving engagement metrics.
• Enjoy modernising toolsets and testing smarter, AI-enhanced ways to connect with users.

Benefits

• Private medical and dental insurance
• 25 days annual leave + UK bank holidays
• Hybrid working - London
• Financial wellbeing support via Mintago