Loyalty & Lifecycle Marketing Manager (Global & Franchise)

Posting date:	03 March 2026
Hours:	Full time
Closing date:	02 April 2026
Location:	London, N7 9AH
Company:	F1 Arcade
Job type:	Permanent
Job reference:	1469298757

Summary

Loyalty & Lifecycle Marketing Manager (Global & Franchise)

Central HQ

Salary: £40,000 per annum

THE BRAND

At F1® Arcade, we’ve completely revolutionised the traditional arcade by creating the first-ever Formula 1 entertainment and hospitality concept with socialising at its core for fans and non-fans alike. F1® Arcade venues provide an immersive, state-of-the-art F1® racing simulation experience, gamified for a mass audience, with ‘best in class’ hospitality and exceptional venue design, all under one roof - for the ultimate night out in the fast lane…

Loyalty & Lifecycle Marketing Manager (Global & Franchise)

Position Overview
At F1 Arcade we are driving innovation and operations of our cutting-edge concept, where dining meets dynamic entertainment. The Loyalty & Lifecycle Marketing Manager (Global & Franchise) is responsible for developing and executing global CRM, lifecycle marketing, and loyalty strategy across F1 Arcade. This role leads the planning, building, optimisation, and performance of personalised, data-driven communications across email, SMS, WhatsApp, web push, and emerging channels to drive guest acquisition, engagement, retention, and lifetime value. The role oversees CRM and loyalty strategy for franchise locations, ensuring global consistency and best practice implementation. Strategic thinker with hands-on execution, this individual will own automated lifecycle journeys, promotional campaigns, and loyalty programme communications, ensuring all activity is commercially driven, insight-led, and aligned with brand objectives.

Key Areas of Responsibility
Global and Regional Lifecycle Strategy & Journey Management

• Own and evolve the global lifecycle marketing strategy across acquisition, onboarding, engagement, retention, and win-back stages.
• Identify lifecycle gaps and new automation opportunities to improve guest engagement and visit frequency.
• Create a structured testing and optimisation roadmap to improve performance across journeys and campaign activity.
• Partner closely with Regional Marketing Managers to shape CRM strategy for key campaigns, launches, events, and promotional periods.
• Support regional teams in planning lifecycle and loyalty campaign activity, ensuring communications are targeted, timely, and aligned with business objectives.
• Manage the end-to-end execution of regional CRM campaigns including build, QA, scheduling, deployment, and post-campaign reporting.
• Ensure lifecycle and loyalty communications align with broader brand campaigns, venue initiatives, and commercial priorities.
• Provide regional teams with regular performance reporting, insights, and recommendations to improve future campaign effectiveness.

Reporting, Data and Performance Management

• Own CRM lifecycle and loyalty KPIs include: open rate, CTR, conversion rate, repeat visit rate, retention, and customer lifetime value.
• Deliver monthly and campaign-specific performance reporting with clear insights and recommendations.
• Track campaign impact and contribute to commercial reporting, highlighting revenue performance and guest behaviour trends.
• Provide actionable insight-led recommendations to improve campaign planning, creative, segmentation, and channel strategy.
• Lead A/B testing across all CRM channels (email, SMS, WhatsApp, web push), including both automated journeys and ad hoc campaigns.
• Analyse results and translate findings into actionable recommendations and long-term improvements.
• Establish testing frameworks and documentation to scale learning across markets and teams.
• Act as the primary owner of CDP and loyalty platforms (e.g. Insider, Antavo).
• Identify opportunities to improve automation maturity and platform utilisation across the business.
• Support integration projects across POS, booking systems, website, and loyalty platforms.
• Ensure GDPR, CAN-SPAM, and regional compliance standards are upheld across all CRM activity.

Global Loyalty and Engagement

• Act as the global CRM and loyalty lead for franchise markets, ensuring alignment to brand, commercial objectives, and data governance standards.
• Lead CRM and loyalty onboarding for new franchise locations, including campaign templates, segmentation frameworks, automation setup, and launch journeys.
• Develop and maintain CRM and loyalty playbooks, toolkits, and training documentation to support franchise marketing teams.
• Provide ongoing advisory support, performance reviews, and optimisation recommendations to franchise partners.
• Ensure franchise campaigns align with global communication guidelines, consent policies, and compliance requirements.
• Own loyalty communications including reward reminders, bonus mechanics, referral incentives, and reactivation offers.
• Partner with marketing, sales and operations teams to evolve loyalty mechanics that increase visit frequency, retention, and guest spend.
• Manage loyalty-linked promotions, prize draws, and incentives integrated through Arcade Hub and website.
• Monitor and optimise loyalty KPIs including enrolment rate, active members, redemption rates, and incremental revenue contribution.

Strategic Partnership & Collaboration

• Work closely with global marketing, creative, digital, sales, and venue operations teams.
• Brief creative teams on lifecycle & loyalty content needs and personalisation requirements.
• Support new venue openings with pre- and post-launch campaign and loyalty strategies.
• Share CRM and loyalty insights to inform broader brand and commercial decision-making.

Skills Required:

• 4+ years' experience in CRM, lifecycle marketing, or loyalty marketing.
• Hands-on experience managing CDPs or advanced CRM platforms.
• Proven experience building and deploying automated multi-channel journeys.
• Strong knowledge of segmentation logic, suppression rules, personalisation fields, and audience targeting.
• Experience managing loyalty programme communications and mechanics.
• Strong analytical skills and experience reporting on campaign performance.
• Demonstrated ability to run A/B testing and optimisation programmes across multiple channels.
• Knowledge of GDPR, consent management, and marketing compliance best practices.
• Strong organisational skills with the ability to manage multiple campaigns, markets, and stakeholders simultaneously.
• Excellent communication and stakeholder management skills.
• Ability to consistently demonstrate F1 Arcade Core Values;

Pursuit of Excellence

Positive Energy

Integrity

Team Spirit