Senior Product Manager – Customer Lifetime Value

Role Overview

We are hiring a Senior Product Manager to own and scale Customer Lifetime Value (CLV) and lifecycle product strategy across Smartbox, while leading the mobile app as a standalone strategic workstream.

This role addresses a core growth challenge: how to keep customers engaged over time and drive repeat usage year after year. You will build a coordinated lifecycle strategy that goes far beyond traditional CRM tactics.

Working in close partnership with the Head of CRM, you will co-own retention and engagement outcomes by aligning product features, mobile experiences, lifecycle campaigns, and communication channels into a single, cohesive system.

This is a highly cross-functional role with significant exposure to senior stakeholders. You will be expected to connect insights to execution, challenge silos, and drive measurable business impact.

Key Responsibilities

1. Customer Lifetime Value & Lifecycle Strategy (Core Focus)

Co-define retention strategy with the Head of CRM

Own CLV and lifecycle product strategy across:

Buyers

Beneficiaries

Own-use customers

Drive engagement, purchase frequency, and long-term retention

Identify and activate key CLV drivers

2. Multi-Channel Engagement Orchestration

Leverage all available channels to drive engagement, including:

Product features and UX

Mobile app experiences

CRM and lifecycle campaigns

Push notifications and in-app messaging

Content and social channels

Define the right message, audience, timing, and channel based on lifecycle stage and intent

Ensure all channels work together cohesively rather than in silos

Treat communication as a product problem, not just a delivery function

3. Mobile App Strategy (Standalone Workstream)

Translate CLV goals into mobile app priorities

Position the app as a key companion across the full customer journey:

Discovery and inspiration

Booking and experience management

In-experience engagement and upsell

Post-experience re-engagement

Drive app adoption, engagement, and repeat usage

Use the app to:

Capture first-party and behavioural data

Increase interaction outside purchase moments

Strengthen long-term customer relationships

4. Customer Data, Insights & Activation

Define data requirements to understand behaviour, intent, and lifecycle stages

Partner with Data and Tech teams to improve tracking and data infrastructure

Increase quality and usability of first-party and behavioural data

Analyse data to identify:

Retention and repeat drivers

Drop-offs and friction points

High-value segments and key moments

Translate insights into:

Product and app roadmap decisions

Lifecycle and engagement strategies

Close the loop between data → insight → action → measurable impact

5. Cross-Functional Leadership

Collaborate with Product, Data, Tech, CRM, Marketing, Content, and Growth teams

Drive alignment across multiple business units

Influence without direct authority

Operate effectively in complex, ambiguous environments

Act as the link between lifecycle strategy and execution

What Success Looks Like

Measurable improvements in:

Customer Lifetime Value

Purchase frequency

Retention and repeat behaviour

Increased engagement outside of purchase moments

A mobile app positioned as a core driver of CLV

Scalable lifecycle initiatives across business units

What We’re Looking For

Proven ability to identify and solve customer problems through product discovery

Strong track record of delivering measurable commercial impact

Ability to turn insights into actionable product strategies

Strong ownership mindset with accountability for business-critical outcomes

Data-driven approach with the ability to analyse behaviour and act on insights

Ability to work across multiple channels and functions

Strong stakeholder management and presentation skills

Experience with OKRs and outcome-driven planning

Ability to turn strategy into execution—and execution into learning