Lifecycle Marketing Manager (Engagement)

As a Lifecycle Marketing Manager at WHOOP, you'll be responsible for developing and implementing engaging marketing campaigns across various channels, including email, push notifications, in-app messaging, and SMS. Your role focuses on driving product engagement, increasing daily active members (DAM), and optimizing member retention through personalized strategies. Collaborating with cross-functional teams, you will analyze performance metrics and A/B testing to continuously enhance engagement strategies.

To qualify for the Lifecycle Marketing Manager position at WHOOP, candidates should have at least 4 years of experience in lifecycle marketing, engagement marketing, or CRM, preferably in a subscription-based or app-driven environment. Strong analytical skills and a solid understanding of user engagement best practices are crucial, along with a proven track record of successful automation in enhancing feature adoption.

The Lifecycle Marketing Manager plays a vital role in achieving WHOOP's objectives by creating high-impact campaigns that engage members and enhance their experience with the brand. Your initiatives will help increase daily active members (DAM) and improve overall retention rates. By aligning lifecycle marketing efforts with product updates and the member journey, you will directly contribute to WHOOP's mission of unlocking human performance.

The ideal candidate for the Lifecycle Marketing Manager position at WHOOP should possess strong project management skills, the ability to prioritize tasks in a fast-paced environment, and a creative, strategic growth mindset. Expertise in segmentation, data analysis, and a thorough understanding of user engagement best practices will be crucial for successfully driving member engagement and retention.

WHOOP values character as much as experience, encouraging candidates to apply even if they don't meet every qualification. They seek individuals who are passionate about their work and can bring bold ideas to the table. WHOOP also emphasizes diversity and inclusivity, welcoming applicants from all backgrounds as they continue to build an inclusive environment.

To boost engagement for WHOOP's app, I would assess current user data to identify patterns and preferences. Then, I would implement targeted push notifications and personalized messages that encourage daily app interaction, emphasizing features that enhance user experience and overall performance. Regular A/B testing can help refine these strategies based on real user feedback.

In my previous role, I conducted numerous A/B tests to determine the effectiveness of various email campaigns and push notifications. By analyzing open rates, click-through rates, and user engagement levels, I was able to optimize messaging to maximize member retention and engagement, which directly contributed to our lifecycle marketing success.

Segmentation is crucial in lifecycle marketing, and I approach it by analyzing user data to identify distinct member behaviors and preferences. I segment members based on factors like engagement level, purchase history, or demographic data. This enables me to target messages more effectively, ensuring that each member receives personalized content that resonates with their needs and interests.

Data is at the core of my lifecycle marketing strategies. I rely on performance metrics and member feedback to inform my decisions, driving continuous optimization of campaigns. Analyzing user behavior data helps me understand what resonates with our members, allowing me to tailor and enhance our lifecycle experiences based on what the data reveals.

Ensuring alignment with cross-functional teams requires proactive communication and collaboration. I would establish regular meetings to discuss ongoing projects, share insights, and align goals. Utilizing project management tools would also keep everyone informed and engaged, fostering a culture of collaboration between marketing, product development, and data analysis teams at WHOOP.

One successful campaign I managed involved a re-engagement series targeting inactive users. By segmenting our audience based on their inactivity duration, I developed personalized emails that highlighted new features and offered incentives to return. The campaign significantly improved our re-engagement rates and helped increase daily active member counts.

I utilize various analytics tools, including Google Analytics, A/B testing platforms, and marketing automation systems to track performance metrics effectively. These tools help me gauge the success of campaigns, monitor user engagement, and collect insights that guide optimization strategies for future lifecycle marketing efforts.

To stay current on industry trends in lifecycle marketing, I regularly follow leading marketing blogs, attend webinars, and engage with professional networks. Participating in industry conferences offers valuable insights into emerging technologies, strategies, and best practices, ensuring that my approach remains innovative and ahead of the curve.

My approach to creating content for lifecycle campaigns is to ensure that it is relevant, engaging, and tailored to the target audience. I conduct thorough research on member needs and preferences, then craft messaging that speaks directly to those needs. Utilizing storytelling techniques helps create a compelling narrative that drives engagement and action among members.

I'm drawn to the Lifecycle Marketing Manager position at WHOOP because of the company's mission to unlock human performance. I believe in the power of data-driven strategies to engage users and enhance their experience. The opportunity to collaborate with cross-functional teams to create innovative marketing campaigns that make a real impact is incredibly exciting to me.