CRM & Lifecycle Marketing Specialist

CRM & Lifecycle Marketing Specialist

MEFITPRO & QOOAH | Dubai, UAE | Full-Time

About Us

MEFITPRO is an established leader in the Middle East's fitness industry, providing commercial fitness equipment, professional fitness education, sports nutrition solutions, and industry events.

QOOAH is our consumer-facing fitness and wellness retail brand, offering a curated selection of fitness equipment, sports nutrition, recovery products, and wellness essentials through e-commerce and retail channels.

As we strengthen our marketing capabilities, we're looking for a commercially driven CRM & Lifecycle Marketing Specialist to build and optimise customer engagement, retention, and revenue-generating lifecycle programmes across both businesses.

The Role

You'll own the execution and continuous improvement of CRM and lifecycle marketing across MEFITPRO and QOOAH.

Your responsibility is to turn customer data into meaningful engagement and measurable commercial results, from nurturing new leads and converting first-time customers to encouraging repeat purchases, reactivating inactive customers, and increasing customer lifetime value.

This is a hands-on role requiring strong technical CRM capabilities, analytical thinking, customer segmentation, and marketing automation experience.

You'll work closely with marketing leadership, sales, e-commerce, and content teams to build scalable customer journeys.

Success in this role is measured by customer progression, repeat revenue, retention, and lifecycle profitability, not the number of emails sent.

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Key Responsibilities

1. CRM & Lifecycle Marketing Management

- Develop, execute, and optimise lifecycle marketing programmes across email, WhatsApp, SMS, and other relevant customer communication channels.

- Build automated customer journeys based on customer behaviour, purchase history, engagement, and lifecycle stage.

- Segment customer databases to deliver relevant, personalised communications.

- Maintain structured campaign calendars aligned with commercial priorities, product launches, and seasonal activities.

- Identify opportunities to improve lead conversion, customer retention, repeat purchases, and customer lifetime value.

- Ensure customer communications remain consistent with each brand's positioning and commercial objectives.

2. MEFITPRO: B2B Lead Nurturing & Customer Development

- Develop automated lead nurturing journeys for commercial fitness equipment enquiries, professional education, and other relevant business divisions.

- Build segmented communication programmes for gym owners, fitness operators, trainers, hospitality groups, and industry professionals.

- Support sales teams with structured lead follow-up sequences and re-engagement campaigns.

- Create lifecycle journeys that encourage progression from initial enquiry to qualified sales opportunity.

- Develop reactivation campaigns targeting dormant leads and inactive customer accounts.

- Identify cross-selling opportunities between equipment, education, nutrition, and relevant business offerings.

- Support education-related journeys, including course enquiries, enrolment reminders, certification follow-ups, and relevant continuing education opportunities.

- Collaborate with sales teams to track lead progression, CRM activity, and revenue generated from lifecycle initiatives.

3. QOOAH: E-commerce Retention & Repeat Revenue

- Build and optimise automated e-commerce lifecycle journeys, including:

- Welcome and first-purchase conversion sequences.

- Browse and abandoned checkout recovery.

- Post-purchase education and engagement.

- Product-specific replenishment reminders where relevant.

- Cross-sell and complementary product recommendations.

- Customer win-back and reactivation campaigns.

- VIP and high-value customer engagement.

- Identify opportunities to improve repeat purchase rates, purchase frequency, and customer lifetime value.

- Coordinate lifecycle campaigns around product launches, promotions, and seasonal retail activities.

- Work with the e-commerce team to ensure campaigns reflect product availability, pricing, and margins.

- Support customer loyalty and referral initiatives where commercially justified.

4. Marketing Automation & CRM Operations

- Configure, manage, and optimize CRM and marketing automation platforms.

- Build workflows, triggers, customer segments, templates, and campaign automations.

- Maintain accurate customer lifecycle stages and relevant database properties.

- Collaborate with the web and e-commerce teams to ensure reliable data capture and platform integrations.

- Identify and resolve issues affecting customer journeys, tracking, segmentation, and campaign delivery.

- Maintain clear documentation of automation workflows and CRM processes.

- Ensure customer data and communications comply with applicable privacy, consent, and marketing regulations.

5. Campaign Development & Personalisation

- Plan and execute targeted email, WhatsApp, and SMS campaigns for both brands.

- Develop effective campaign messaging, subject lines, offers, and calls to action.

- Coordinate with the Social Media & Content Executive and relevant creative resources to produce campaign assets.

- Conduct A/B testing across messaging, timing, audience segments, offers, and customer journeys.

- Monitor campaign engagement, deliverability, conversion, and revenue performance.

- Continuously improve personalisation and customer relevance.

6. Data Analysis & Commercial Reporting

- Monitor lifecycle marketing performance across customer segments and channels.

- Track key metrics including repeat purchase rate, customer retention, lead-to-customer conversion, reactivation rate, customer lifetime value, and lifecycle-attributed revenue.

- Analyse customer behaviour to identify churn risks, purchase patterns, and revenue opportunities.

- Build clear dashboards and prepare weekly performance updates and monthly reports.

- Work with marketing leadership to identify opportunities for increasing revenue from existing customer and prospect databases.

- Recommend improvements based on commercial performance and customer insights.

What We're Looking For

Required

- 3–4 years of hands-on experience in CRM, lifecycle marketing, email marketing, or marketing automation.

- Demonstrable experience building automated customer journeys that improve conversion, retention, or repeat revenue.

- Strong experience with CRM and email automation platforms such as Drip, Klaviyo, ActiveCampaign, Salesforce Marketing Cloud, or equivalent.

- Experience with customer segmentation, behavioural triggers, workflow automation, and campaign reporting.

- Strong understanding of customer lifecycle metrics, retention, repeat purchase rate, and customer lifetime value.

- Ability to independently build, launch, troubleshoot, and optimise marketing automations.

- Strong analytical skills and confidence working with customer databases and performance dashboards.

- Excellent English copywriting and communication skills.

- Strong organisational skills, attention to detail, and ownership of deliverables.

- Based in Dubai.

Highly Desirable

- Experience in e-commerce, retail, fitness, wellness, sports nutrition, or B2B distribution.

- Experience working across both B2B CRM and B2C e-commerce lifecycle marketing.

- Familiarity with Shopify, WooCommerce, or similar e-commerce platforms.

- Experience with WhatsApp Business Platform integrations and automated messaging.

- Knowledge of RFM segmentation, cohort analysis, and customer lifetime value modelling.

- Experience with lead scoring, CRM pipeline automation, and sales team workflows.

- Familiarity with UAE and GCC customer behaviour and communication channels.

- Arabic language skills are an advantage.

What Success Looks Like

Within your first 90 days, we expect you to:

- Audit existing customer databases, CRM platforms, automations, and lifecycle communication programmes.

- Establish clear customer segmentation and lifecycle stages for both businesses.

- Identify and prioritise the highest-impact revenue opportunities across existing customers and prospects.

- Implement or optimise essential lifecycle automations for MEFITPRO and QOOAH.

- Establish clear measurement of lifecycle-driven conversions, retention, and revenue.

- Improve coordination between marketing, sales, and e-commerce teams.

- Build a structured testing and optimisation process.

- Present a data-backed roadmap for improving customer retention and lifetime value.

Why Join Us?

You'll have the opportunity to build lifecycle marketing capabilities across two complementary businesses in the Middle East's fitness and wellness industry.

From long-term commercial relationships and professional education to consumer e-commerce and wellness retail, you'll work across diverse customer journeys and revenue opportunities.

This role offers meaningful ownership, direct exposure to marketing leadership, and the opportunity to create systems that have a measurable impact on business growth.

How to Apply

Please submit your CV along with two examples of CRM or lifecycle marketing programmes you've personally built or managed.

For each example, briefly outline:

- The business model and customer lifecycle challenge.

- The CRM or automation platform used.

- The journeys, segmentation, or workflows you implemented.

- The measurable results achieved, such as conversion uplift, recovered revenue, repeat purchase growth, or customer reactivation.

- Your specific contribution to the outcome.

Applications demonstrating hands-on automation experience and measurable commercial results will be prioritised.