Doublestruck - Customer Lifecycle Marketing Manager

• posted on
• Posted Today

• job requisition id
• R7633

At AQA, we’re committed to advancing education and we’re committed to our people. As the largest provider of academic qualifications in the UK, we mark over 10 million exam papers each year and it’s our people who make this happen.

Reporting to: Head of Marketing

Location: London Office with flexible home-working arrangements

Working hours: A full time, 40 hour working week, typically starting at 09.00, Mon-Fri with a paid hour for lunch.

Notice period: 1 month

Salary: £ 60-65k pa

Closing date: 27/03/2026

Application Instructions: 

Please apply directly to Doublestruck by emailing jobs@doublestruck.co.uk

Applications submitted to AQA will be referred back to the sender

For any queries relating to this role, please contact the Doublestruck directly on the following email address: jobs@doublestruck.co.uk

For the last 30 years, Doublestruck has been creating software to help teachers create high-quality assessments quickly and easily. We put the teacher at the heart of everything we do and constantly ensure that we stay in touch with their needs and how we can make their lives easier.

As a wholly owned subsidiary of AQA, we support the work that an awarding body does in helping students to realise their potential and in preparing for the future. As assessment moves more onscreen and data becomes ever more informative, we want our products and services to evolve in line with educational needs. We also work closely with AQA to support its strategic objectives and aspirations for teachers and learners. Our main products, Testbase and Exampro, are used by teachers across the country and also in international schools.

Purpose of role:

We are seeking a data-driven, commercially minded Customer Lifecycle Marketing Manager to own the end-to-end customer journey across onboarding, engagement, adoption, retention, and renewal for our subscription-based exam preparation platform.

This role is accountable for improving product usage and reducing non-renewal rates by identifying low-usage segments, embedding the product into effective teaching and learning and delivering targeted lifecycle campaigns that drive measurable adoption and retention outcomes.

Reporting to the Head of Marketing, this role is responsible for executing customer lifecycle strategy using evidence and insight provided by:

• Insight & Data team (usage trends, churn drivers, behavioural analysis)

• Programme/Production team (development roadmap, product capability and enhancements)

• Support team (customer pain points, training gaps)

• Key Account Manager (renewal objections, commercial insights, customer segmentation)

You will translate these insights into targeted, measurable lifecycle marketing campaigns that improve product usage, embed the platform into effective teaching and learning practic, and reduce non-renewal rates.

Doublestruck works flexibly and with agility and you may be asked to engage with other projects and areas of the business as required.

Key responsibilities:

Primary KPI:

• Annual renewal rate improvement

Supporting KPIs:

• Activation rate within first 30–60 days

• Increase in active usage across customer base

• Improvement in low-usage segment engagement

• Increase in new product enhancements

• Reduction in early disengagement signals

Onboarding & Early Activation

Using activation data and insight from Insight & Development, you will:

• Build and optimise onboarding flows for new school administrators, MAT users and teachers

• Develop and promote onboarding journeys (maximising CRM opportunities)

• Implement reminder sequences to drive set up and initial usage

• Monitor onboarding drop-off points and optimise via segmented A/B testing

• Embed educational messaging that supports teachers in practical classroom use

Product Usage & Adoption Growth

Working from usage reports and non renewal analysis provided by Insight teams, you will:

• Identify low-usage segments and at-risk behavioural trends

• Create and implement targeted lifecycle campaigns to increase login frequency, encourage embedded usage behaviour and prompt underused functionality

• Translate Support team feedback into educational or training-focused opportunities and messaging

• Develop and implement targeted campaigns responding to declining engagement, feature underuse, inactive period of the year

• Collaborate with the Programme Team to align messaging with feature releases and product improvements

• Design and deliver effective campaigns that embed the product into daily teaching and learning practice to save teacher time and workload

Renewal & Retention Campaigns

Based on renewal feedback and nonrenewal data, you will:

• Be responsible for overseeing and developing renewal reminder sequences

• Develop and implement value-reinforcement campaigns in the lead-up to renewal

• Create usage summary communications demonstrating impact and outcomes

• Segment renewal campaigns by engagement level and product

• Develop non-renewal campaigns targeting declining usage where identified

• Run retention A/B tests with teacher panels on timing, framing, and messaging

Reporting & Dashboard Management

Provide visibility and accountability of customer lifecycle reporting, including (but not limited to):

• Activation metrics

• Usage trends

• Feature adoption

• Engagement by segment

• Renewal rates

• Non-renewal churn rate

• Provide monthly reporting to Head of Marketing

• Highlight at-risk segments and recommend action plans

Recruitment Agencies

We have a preferred supplier list (PSL) in place.

Unsolicited CVs will be treated as a gift. We will not be subject to or liable under your terms and conditions for agency fees.

Full Job Description

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opportunities@aqa.org.uk

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