Lifecycle Automation & Analytics Lead (Journey Architect) Department: Customer Experience Reports to: Customer Experience & Commercial Strategy Director About the Role Spandex is advancing its global lifecycle marketing capability and is seeking a Lifecycle Automation & Analytics Lead to design, govern, and optimise our lifecycle architecture across all markets. This senior role ensures customer journeys are structured, data-driven, quality-assured, and consistently aligned to global standards. You will define the frameworks that guide how lifecycle journeys are built, measured, and improved- driving commercial impact through segmentation, experimentation, and structured governance.

Key Responsibilities Lifecycle Architecture & Governance - Define and maintain global lifecycle journey blueprints.

- Establish standards for triggers, timing rules, suppression logic, and channel orchestration.
- Ensure consistent lifecycle frameworks across countries and business units. Segmentation & Targeting Strategy - Own and evolve the general segmentation framework.
- Develop and maintain RFM models, engagement tiers, and affinity models.
- Ensure segmentation is scalable, actionable, and embedded into all lifecycle journeys. Experimentation & Measurement - Define lifecycle measurement standards,



including A/B testing protocols and control group methodologies.
- Drive a test-and-learn culture across markets and CRM teams.
- Ensure lifecycle initiatives are measurable and linked to commercial outcomes.

Quality

Assurance & Activation Standards - Establish QA standards for all lifecycle journeys.

- Define "ready-to-activate" criteria covering targeting accuracy, triggering logic, and brand alignment.
- Minimise post-release defects through structured governance.
- Review and approve optimisation proposals from Journey Managers.
- Ensure recommendations are evidence-based and commercially sound.
- Lead structured performance reviews and continuous optimisation cycles. Skills, Knowledge & Experience - Proven experience in lifecycle marketing, CRM, or marketing automation at scale.
- Strong expertise in journey orchestration platforms (Emarsys or similar).
- Deep understanding of segmentation, personalisation, and customer behaviour modelling.
- Experience with experimentation frameworks and incrementality measurement.
- Strong analytical capability with the ability to translate data into actionable insights.
- Experience working in multi-country, matrix organisations.

📌 Lifecycle Automation & Analytics Lead (Journey Architect) (Barcelona)
🏢 Spandex
📍 Barcelona