Senior Lifecycle Marketing Manager

About the Role

Salla serves over 100,000 merchants who each undergo a dynamic journey: from first learning about the platform, onboarding successfully, launching their initial products, making initial sales, and ultimately growing or facing stalls. This role carries full responsibility for overseeing this merchant lifecycle, combining both strategic planning and hands-on execution in one position.

This unique opportunity involves managing a rich resource that many lifecycle marketers long for: a large user base with detailed behavior data across all stages from signup through sale, direct communication channels to every merchant, and authority to design and implement lifecycle systems independently rather than optimizing pre-existing ones. You will control the lifecycle stages, merchant segments, behavioral triggers, and all campaign activities across channels such as email, WhatsApp, push notifications, and in-app messages, aiming to activate, retain, and grow every merchant on the platform through personalized, data-driven journeys.

Key Responsibilities

• Define and oversee the entire merchant lifecycle across acquisition, onboarding, activation, growth, retention, and win-back stages.
• Establish merchant segmentation, cohort groupings, and behavioural triggers that encourage progression through the lifecycle and minimize drop-offs.
• Execute lifecycle marketing campaigns directly across multiple channels including email, WhatsApp, push notifications, and in-app messages.
• Lead a rigorous experimentation program employing controlled testing, holdout groups, and metrics focused on activation, retention, and customer lifetime value rather than surface-level engagement statistics.
• Create and manage dynamic personalized content pipelines, integrating various data sources and marketing tools to ensure timely and relevant communication to individual merchants.
• Leverage AI-powered workflows to scale content personalization efficiently while minimizing operational overhead.
• Maintain a unified and optimized lifecycle system holistically instead of focusing only on isolated campaigns.
• Provide regular reporting on stage conversion rates and retention metrics, supported by a prioritized experimentation backlog.

Candidate Requirements

• Demonstrated success managing a customer or merchant lifecycle end-to-end, including strategic planning and execution, with verifiable outcomes.
• Strong expertise in core lifecycle marketing principles such as segmentation, cohort creation, stage design, behavioral triggers, retention tactics, churn reduction, and measuring customer lifetime value.
• Proven ability to independently build and manage marketing campaigns using advanced lifecycle or CRM platforms (e.g. Intercom, Braze), handling features such as triggers, automated flows, dynamic content, and API integrations without needing engineering support.
• An experimental approach to marketing: regularly conducting tests, analyzing data, optimizing campaigns, and discontinuing ineffective strategies.
• Experience assembling dynamic content systems that connect multiple data inputs to create cohesive merchant journeys.
• Active utilization of AI tools in lifecycle marketing with a thoughtful perspective on their appropriate applications and limitations.
• Familiarity working within or closely alongside SaaS firms, ideally within the Middle Eastern market, and genuine insight into merchants’ and small businesses’ needs.
• Fluent proficiency in both Arabic and English, with capability to write and edit Arabic marketing copy that feels native rather than translated.
• Willingness to be based in or relocate to Jeddah or Mecca in Saudi Arabia.