Lifecycle Automation & Analytics Lead (Journey Architect)Department: Customer ExperienceReports to: Customer Experience & Commercial Strategy DirectorAbout the RoleSpandex 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 ResponsibilitiesLifecycle 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 integral 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.#J-18808-Ljbffr

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