Job details

Senior Lifecycle Marketing Manager

The Senior Lifecycle Marketing Manager plays a crucial role in driving business revenue through strategic and operational excellence. As an independent leader skilled at navigating uncertainty, they focus on developing impactful lifecycle programs that contribute to measurable growth aligned with broader business objectives. This role involves managing external vendors, including budgeting and forecasting, to enhance the team’s effectiveness. Additionally, the manager proactively creates processes to improve operational efficiency, mentors team members, and acts as a technical authority within the team. This role reports to our Senior Director, Lifecycle Marketing on our Integrated Marketing Team.

Essential Functions And Impact Areas
Define lifecycle marketing strategy: Develop and execute strategies that leverage email, SMS and direct mail to drive lead conversion, customer engagement and long-term retention.

Cultivate a customer-focused approach to drive lifetime value (LTV): Partner with Product, Data, Medical, and Customer Service teams to deeply understand our customers' experiences, mindsets, and behaviors throughout their lifecycle.
Monitor and report on campaign performance: Provide regular reports and actionable insights to the marketing team and senior management, ensuring that performance metrics inform strategic decisions and future campaign developments. Conduct A/B testing to identify effective strategies and use data insights to continuously optimize campaigns.
Lead CRM Operations: Serve as the point person for CRM operations, including overseeing the tech stack, monitoring deliverability, and ensuring our emails are built to best practices.
Manage CRM-specific external vendors such as ESPs. Oversee budgeting and forecasting related to these partnerships.
Drive creative excellence in CRM channels. Write creative briefs for all lifecycle campaigns. Collaborate with Brand and Creative teams to ensure assets deliver on email/SMS best practices and are aligned with overall business goals.
Serve as mentor to junior members of the marketing team. Help cultivate an environment where team members can learn, grow, innovate – and support each other in doing so.

5+ years experience in lifecycle marketing or CRM, preferably within subscription or D2C business.
Expertise in email marketing platforms such as Iterable, Klaviyo or Braze; experience managing CRM vendor relationships and contracts.
Proven experience driving lead capture and conversion through CRM channels.
Elevated understanding of customer mindset.
Experience crafting thoughtful creative briefs that define multiple segments and messaging strategies at key lifecycle stages.
Fluency with technical aspects of CRM – data architecture, coding best practices, deliverability, etc.
Expert data storyteller.
Proficiency in data analysis tools (e.g. Amplitude, Tableau, Hex, Looker, Google Analytics, Excel) with the ability to partner with data teams to showcase marketing effectiveness.