Director, Lifecycle Marketing - 12 month FTC

JustPark is the premier partner offering both B2B solutions for destinations and B2C services for drivers, giving us the best of both worlds. We simplify the entire parking experience. From venues and local government to private driveways, our platform makes it simple for drivers to find, book, and pay for parking—while empowering our operating partners to deliver exceptional parking experiences.

We’ve always believed parking should be easier—from end to end. That’s why we, two trailblazing companies—ParkHub and JustPark—have come together to make that vision a reality. 

ParkHub revolutionized event parking in the US, optimizing venue operations for a smoother, stress-free experience. JustPark transformed parking in the UK, turning the hunt for a spot into a simple, seamless task.

Now, as one unified company, we’re combining expertise to offer a full-service, frictionless parking solution for both businesses and consumers.

Every day, millions of UK drivers rely on JustPark to find, book and pay for parking. As we grow our driver base and deepen engagement across our product portfolio, we're looking for a Director, Lifecycle Marketing to own the strategy and execution of JustPark's UK consumer lifecycle program.

Reporting to the Senior Director, Product Marketing, you'll be the strategic lead for how we communicate with and nurture our driver base,  from onboarding through to long-term retention and value growth. You'll set the lifecycle vision and partner with our channel marketing team on its execution, ensuring that every touchpoint adds value, drives action and builds loyalty.

This is a high-impact, highly visible role at the heart of our UK consumer marketing team. You'll be both strategist and collaborator, comfortable shaping a bold program of work, partnering closely with CRM, paid media, product marketing, brand marketing and analytics teams, and operating at pace in a collaborative team. This role is a 12-month FTC. 

Lifecycle Strategy & Program Ownership

• Define and own the UK consumer lifecycle marketing strategy, setting the vision and roadmap for how we engage, retain and grow our driver base across the full customer journey.
• Partner with the Senior  and channel marketing team to translate strategy into a high-quality, consistently executed program of campaigns and automated journeys.
• Build a deep understanding of our customer segments, their behaviours, needs and motivations using this insight to drive smarter targeting and more personalized communications.
• Lead lifecycle planning across key seasonal moments, product launches and commercial priorities, ensuring the program is always relevant, timely and commercially focused.

Upsell & Cross-Sell Programs

• Design and deliver structured upsell journeys that migrate On Demand customers to Reservations, and daily Reservations customers to monthly subscriptions using behavioural triggers, personalized messaging and well-timed incentives.
• Partner with CRM to build cross-sell programs that introduce drivers to new parking occasions; airport, events, commuting, and educate them on the complementary benefits of using both On Demand and Reservations.
• Work with CRM, Product and Data teams to identify the right moments and signals in the customer journey to surface upsell and cross-sell messages at maximum impact.

CLTV, Retention & Repeat Utilization

• Own CLTV as a core KPI, developing strategies that increase revenue per driver over the lifetime of the relationship with JustPark.
• Partner with the paid media team to feed lifecycle insights into acquisition strategy, ensuring budget and effort are focused on attracting the highest-value customer cohorts.
• Build a robust retention and re-engagement programme that reduces churn, reactivates lapsed drivers and grows our monthly active driver base.
• Design and implement programmes focused on growing habitual usage — turning occasional parkers into regular, loyal JustPark customers.

Channel Strategy & Execution Partnership

• Lead the channel strategy for lifecycle communications across email, app push, in-app messaging and paid media — setting the approach and partnering with the channel marketing team on delivery.
• Bring deep expertise in app-based communication including push notifications, in-app messages and other mobile-first engagement formats to build a best-in-class app lifecycle program.
• Ensure channel strategy is coordinated and sequenced effectively, avoiding message fatigue while maximising reach and impact across touchpoints.

Audience Segmentation & Experimentation

• Define precise audience segmentation strategies using our CDP and data pipelines, translating customer data into actionable, targeted audience builds.
• Design a structured testing roadmap including A/B and multivariate tests across content, timing, audience and channel and brief the CRM and Paid media teams on test design and execution.
• Establish a culture of experimentation within the lifecycle programme, using test results to continuously improve performance and inform future strategy.
• Maintain governance over data use and audience management in line with GDPR and best practice.

Analytics, Reporting & Dashboards

• Work closely with the Data & Analytics team to design and commission dashboards that track the health and performance of the lifecycle program from CLTV and repeat utilization to campaign engagement and conversion.
• Define KPIs for the program and report regularly to the CMO on progress, insights and recommendations.
• Use data to identify opportunities and risks proactively, shaping programme decisions with evidence.

Cross-Functional Collaboration

• Act as the strategic lifecycle lead in cross-functional planning, partnering closely with paid media, product, brand and analytics teams to align activity with the broader business agenda.
• Collaborate with the product team to surface lifecycle moments within the JustPark app identifying opportunities for in-product prompts, notifications and personalised experiences.
• Contribute to the wider UK marketing team's planning, bringing energy, ideas and a genuinely collaborative mindset to a close-knit team.