Lifecycle Automation & Analytics Lead (Journey Architect)

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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

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- Define and maintain general 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

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- Own and evolve the global 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

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- 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

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- 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

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- 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. xqbhyrx

- Experience working in multi-country, matrix organisations.

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