Lifecycle Strategy Manager – UAE Nationals Only – Etihad Airways

Etihad Airways is hiring a CRM Lifecycle Strategy Manager, a role reserved for UAE Nationals, responsible for leading the development and execution of Etihad Guest’s customer lifecycle strategy. Lifecycle strategy in an airline loyalty context means managing how members move from first sign-up through active engagement, tier progression, and retention, each stage requiring different messaging, incentives, and touchpoints.

Expect the role to involve designing lifecycle campaigns across email, app, and other CRM channels, analyzing member behavior data to identify where engagement drops off, and working with broader marketing and loyalty teams to keep the Etihad Guest program competitive against other major airline loyalty schemes. This is a data-informed strategic role rather than purely a creative or campaign-execution position.

Etihad Guest is a globally recognized airline loyalty program, and a strategy manager here is shaping the experience for a large, valuable member base whose loyalty directly affects repeat flying revenue. A strong candidate brings genuine CRM or lifecycle marketing experience alongside the data fluency to back strategic decisions with real evidence.

Airline loyalty programs are a significant driver of repeat revenue, members who stay engaged and progress through tiers tend to fly more, spend more on ancillary services, and remain loyal to the airline even when competitors offer marginally better pricing. A Lifecycle Strategy Manager who builds effective engagement and retention strategy directly protects and grows this revenue stream by reducing member churn and increasing the lifetime value of each Etihad Guest member. Because loyalty programs depend heavily on members feeling genuinely valued and understood, poorly designed lifecycle communication, too generic, too infrequent, or poorly timed, risks disengaging members who then quietly drift toward competitor airline programs instead. Strong lifecycle strategy also supports Etihad's broader commercial goals indirectly, engaged loyalty members are more likely to book directly rather than through third parties, which protects margin on each booking. In a highly competitive airline loyalty landscape where several major carriers compete for the same frequent flyer base, the quality of lifecycle strategy execution is a genuine differentiator in retaining valuable, high-frequency travelers over the long term.

CRM and lifecycle marketing is one of the more analytically rigorous and strategically valued specializations within marketing broadly, and building this expertise within a globally recognized loyalty program like Etihad Guest gives a strategy manager credentials that are genuinely portable across industries, not just aviation. The combination of data analysis, customer journey design, and multi-channel campaign execution required in this role builds a well-rounded skill set that positions strong performers for senior CRM, loyalty strategy, or broader marketing leadership roles over time. Because this role is reserved for UAE Nationals and sits within a flagship national airline, it also offers meaningful visibility and a credible platform for career advancement within a prestigious, internationally recognized organization. Etihad Guest's scale and global reach provide exposure to loyalty strategy challenges and member behavior patterns that are considerably more sophisticated than what a smaller or more regional loyalty program could offer. Lifecycle marketing skills built here also transfer well into broader customer experience, retention marketing, or data-driven marketing strategy roles across other consumer industries. For a UAE National marketer looking to build a strong, data-driven specialization with genuine strategic scope, this role offers both prestige and substantial long-term career development, reinforced by the kind of member-behavior data most marketers only ever read about secondhand.

• UAE National (Emirati) candidates only, per this position’s requirements
• Bachelor’s degree in Marketing, Business, or a related field
• Experience in CRM, lifecycle marketing, or loyalty program management
• Strong data analysis skills to identify engagement patterns and drop-off points
• Experience designing and executing multi-channel CRM campaigns (email, app, push notifications)
• Strategic thinking balanced with hands-on campaign execution capability
• Strong stakeholder management skills across marketing, loyalty, and data teams