Doublestruck - Customer Lifecycle Marketing Manager

Purpose of role: We are seeking a data-driven, commercially minded Customer Lifecycle Marketing Manager to own the end-to-end customer journey across onboarding, engagement, adoption, retention, and renewal for our subscription-based exam preparation platform.This role is accountable for improving product usage and reducing non-renewal rates by identifying low-usage segments, embedding the product into effective teaching and learning and delivering targeted lifecycle campaigns that drive measurable adoption and retention outcomes.Reporting to the Head of Marketing, this role is responsible for executing customer lifecycle strategy using evidence and insight provided by: Insight & Data team (usage trends, churn drivers, behavioural analysis) Programme/Production team (development roadmap, product capability and enhancements) Support team (customer pain points, training gaps) Key Account Manager (renewal objections, commercial insights, customer segmentation)You will translate these insights into targeted, measurable lifecycle marketing campaigns that improve product usage, embed the platform into effective teaching and learning practic, and reduce non-renewal rates.Doublestruck works flexibly and with agility and you may be asked to engage with other projects and areas of the business as required. Key responsibilities :Primary KPI: Annual renewal rate improvement Supporting KPIs: Activation rate within first 30-60 days Increase in active usage across customer base Improvement in low-usage segment engagement Increase in new product enhancements Reduction in early disengagement signals Onboarding & Early Activation Using activation data and insight from Insight & Development, you will: Build and optimise onboarding flows for new school administrators, MAT users and teachers Develop and promote onboarding journeys (maximising CRM opportunities) Implement reminder sequences to drive set up and initial usage Monitor onboarding drop-off points and optimise via segmented A/B testing Embed educational messaging that supports teachers in practical classroom use Product Usage & Adoption Growth Working from usage reports and non renewal analysis provided by Insight teams, you will: Identify low-usage segments and at-risk behavioural trends Create and implement targeted lifecycle campaigns to increase login frequency, encourage embedded usage behaviour and prompt underused functionality Translate Support team feedback into educational or training-focused opportunities and messaging Develop and implement targeted campaigns responding to declining engagement, feature underuse, inactive period of the year Collaborate with the Programme Team to align messaging with feature releases and product improvements Design and deliver effective campaigns that embed the product into daily teaching and learning practice to save teacher time and workload Renewal & Retention Campaigns Based on renewal feedback and nonrenewal data, you will: Be responsible for overseeing and developing renewal reminder sequences Develop and implement value-reinforcement campaigns in the lead-up to renewal Create usage summary communications demonstrating impact and outcomes Segment renewal campaigns by engagement level and product Develop non-renewal campaigns targeting declining usage where identified Run retention A/B tests with teacher panels on timing, framing, and messaging Reporting & Dashboard Management Provide visibility and accountability of customer lifecycle reporting, including (but not limited to): Activation metrics Usage trends Feature adoption Engagement by segment Renewal rates Non-renewal churn rate Provide monthly reporting to Head of Marketing Highlight at-risk segments and recommend action plans Recruitment Agencies We have a preferred supplier list (PSL) in place.Unsolicited CVs will be treated as a gift. We will not be subject to or liable under your terms and conditions for agency fees. Full Job Description Summary For more information please contact: AQA, we're committed to advancing education and we're committed to our people. As the largest provider of academic qualifications in the UK, we mark over 10 million exam papers each year and it's our people who make this happen. Reporting to: Head of Marketing Location: London Office with flexible home-working arrangements Working hours: A full time, 40 hour working week, typically starting at 09.00, Mon-Fri with a paid hour for lunch. Notice period: 1 month Salary: £ 60-65k pa Closing date: 27/03/2026 Application Instructions: Please apply directly to Doublestruck by emailing Applications submitted to AQA will be referred back to the sender For any queries relating to this role, please contact the Doublestruck directly on the following email address: the last 30 years, Doublestruck has been creating software to help teachers create high-quality assessments quickly and easily. We put the teacher at the heart of everything we do and constantly ensure that we stay in touch with their needs and how we can make their lives easier.As a wholly owned subsidiary of AQA, we support the work that an awarding body does in helping students to realise their potential and in preparing for the future. As assessment moves more onscreen and data becomes ever more informative, we want our products and services to evolve in line with educational needs. We also work closely with AQA to support its strategic objectives and aspirations for teachers and learners. Our main products, Testbase and Exampro, are used by teachers across the country and also in international schools.AQA is an independent charity that sets and marks over half of all GCSEs and A-levels in the UK every year. Our purpose is to advance education by helping students and teachers to realise their potential. As part of AQA, you'll very quickly appreciate the determination and unwavering passion to deliver this goal in everything we do. To help drive these ambitions, AQA invests in the development of its people by offering a range of professional development and learning opportunities leading to over 50% of our permanent roles being filled internally. Reasonable Adjustments If you have any requirements for reasonable adjustments in relation to the application, interview or the prospective job, please contact Faye Harrison (she/her) at or on . We are asking for this information to make the process as equitable as possible for each candidate. Please note that Faye will not be able to assist you with enquiries regarding Temporary vacancies or non-recruitment enquiries. If you have query regarding Temporary vacancies, please contact: Smart Working We're operating a smart working model. This allows for our colleagues to work from two days a week in one of our offices across England. Equality, diversity and inclusion AQA is an equal opportunity employer committed to fostering an inclusive and diverse workplace where everyone - regardless of religion, ethnicity, gender identity or expression, age, disability, sexual orientation, or background - is valued, respected, and supported to thrive. Conflict of Interest Please note that due to the confidential nature of our work, we are unable to employ people for our temporary roles who are currently a candidate for Key Stage 4 and 5 public examinations. Safeguarding AQA is committed to the safeguarding of children and adults at risk. We're dedicated to reducing the risk of employing or contracting any person intent on abusing their position of trust, along with identifying and responding to any incident of alleged abuse from its employees or