Senior Lifecycle / CRM Growth Lead (Remote, UK)

We're a fast-growing B-corp marketplace for active outdoor adventures. We help people find and book the trips that change how they spend their time on the planet, and we direct money to small independent operators, local economies, and conservation work in the places those trips happen. We're at the stage where the lifecycle foundations are in place and the question is now "how do we turn lifecycle into the dominant way this company grows?"

What we're hiring for

We're hiring a Lifecycle Growth Lead to own one of our biggest growth levers: turning the customers who already love what we do into the engine that brings the next wave of customers in. Done well, repeat bookings and referrals can become the dominant way this business grows from here.

It's a creative, hands-on growth role, mostly expressed through email, SMS, WhatsApp, and the in-product moments where customers decide whether to come back, bring a friend, or drift away. You'll set the strategy, ship the work, and have the autonomy to be properly ambitious about what's achievable.

A note on how the role is set up: rather than build out a team of direct reports, you'll be coming in to set up an AI-enabled lifecycle function — designing and building the automations, flows and ways of working. You'll have engineering, design, content and data partners across the business to pull in when needed. We're especially interested in candidates who have already done this kind of setup work in a previous role — built AI meaningfully into their lifecycle workflow, not just used it on the side.

Read more about working at Much Better Adventures.

Key responsibilities

What you'll own

You'll own repeat and referral as outcomes, and you'll set the level of ambition. We'd like to be moving these numbers materially. The headline metrics:

• Repeat booking rate, by cohort
• Referral rate — customers who bring at least one new customer
• Signup-to-first-booking conversion
• Long-term LTV

How you move them is up to you. We work in fast cycles: lots of small, well-instrumented tests, an honest read on what worked, and a willingness to keep what's working, retire what isn't, and try the next thing. If a test we ran six months ago beats what we're doing now, we'll happily go back to it. We follow the numbers without ego.

What the work looks like:

• Designing and shipping journeys across signup, activation, first booking, post-trip, win-back, and referral — across email, SMS, WhatsApp, and in-product, with behaviour-based triggers and segmentation throughout.
• Running a continuous experimentation program: segmentation, copy, timing, incentives, mechanics. A/B and multivariate testing where it makes sense. Reporting clearly and honestly on what's moved.
• Building and rebuilding the referral mechanic until it compounds. We don't have a fixed view of what this should look like — finding what works is part of the role.
• Setting up the AI-enabled side of the function: the automations, flows, prompts and operating model. 
• Working closely with product, performance marketing, content, and data — pulling in support where it'll help.
• Owning the lifecycle dashboard and being the source of truth on the metrics above, working in GA4 and Hex (Hex experience is a plus).
• Operating our CRM stack (currently HubSpot) and making the call on when and what to migrate to.