Overview
Alibaba Travels is seeking a Senior Lifecycle Marketing & Automation Specialist to drive customer retention and lifecycle marketing initiatives within the Digital Marketing team.
This role is responsible for understanding customer behavior, building meaningful customer segments, designing scalable lifecycle journeys, and launching data-driven ECRM initiatives that improve customer engagement, retention, and long-term customer value.
Working closely with Digital Marketing, Product, Data, Content, SEO, and Performance Marketing teams, this role will transform customer insights into personalized experiences, automated communication flows, and measurable lifecycle improvements.

Responsibilities

• Drive lifecycle marketing initiatives across customer journeys, including onboarding, engagement, re-engagement, and churn prevention.
• Build and optimize customer segments using behavioral, transactional, and engagement data.
• Design and execute personalized ECRM campaigns across Email, Push Notification, SMS, and other customer communication channels.
• Build and optimize automated customer journeys, including trigger logic, audience management, and campaign workflows.
• Identify customer lifecycle opportunities and translate insights into actionable retention initiatives.
• Analyze lifecycle performance and customer behavior, providing data-driven recommendations to improve marketing effectiveness.
• Design and execute experiments across messaging, timing, segmentation, offers, and journey logic to continuously improve results.
• Collaborate with Product, Data, Performance Marketing, SEO, and Content teams to align customer communication strategies.
• Leverage AI tools to improve segmentation, personalization, reporting, and marketing workflows.

Requirements

• 4–5 years of experience in Lifecycle Marketing, ECRM, Retention Marketing, or Marketing Automation
• Proven experience designing customer journeys, segmentation strategies, and automated ECRM campaigns at scale.
• Hands-on experience with marketing automation platforms such as WebEngage
• Strong analytical skills with the ability to translate customer behavior and data insights into actionable lifecycle initiatives.
• Advanced Excel proficiency; familiarity with BI tools, GA4, and SQL is a plus.
• Experience with A/B testing, campaign optimization, and measuring marketing impact.
• Good understanding of paid marketing channels to collaborate effectively with Performance Marketing teams.
• Familiarity with AI tools for marketing workflows, including segmentation, personalization, and reporting.
• Strong ownership, problem-solving skills, and ability to work cross-functionally.