Lifecycle Automation & Analytics Lead (Journey Architect)

Lifecycle Automation & Analytics Lead (Journey Architect)

Location: Barcelona (Hybrid)

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 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

• 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 & Optimisation 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.

How to Apply

If you are interested in this opportunity, please apply directly through the LinkedIn Apply function.