Lifecycle Marketing Manager

This is a fully remote position, open to applicants in California.

📋 Description

• Design and manage the complete consumer lifecycle roadmap, encompassing pre-purchase nurturing and conversion flows, as well as post-purchase engagement, win-back strategies, and healthcare-specific journeys such as Rx notifications, refill reminders, and clinical milestone communications.

• Spearhead the lifecycle go-to-market strategy for new program launches, overseeing the entire communications plan from pre-launch nurturing to post-launch engagement and ongoing retention efforts.

• Create and manage automated flows independently in Braze across various channels including email, SMS, push notifications, and in-app messaging, utilizing complex segmentation, Liquid logic personalization, and journey quality assurance.

• Serve as the system steward for lifecycle infrastructure: ensure journey hygiene, maintain integration health, and uphold a clean, scalable Braze architecture as the consumer product evolves.

• Collaborate proactively with engineering teams on event schema, data triggers, and Braze integrations; interpret data specifications, draft requirements for backend events, and troubleshoot issues regarding trigger activation.

• Develop and implement AI-assisted tools to draft email content and quickly prototype email designs, subsequently coordinating with Maven's content and design teams for review.

• Maintain and advance the modular email design system to ensure efficient production processes.

• Oversee the experimentation program for the lifecycle: design A/B tests covering subject lines, copy, timing, and flow logic; analyze results meticulously; and report on factors influencing conversion, retention, and lifetime value.

• Proactively monitor funnel performance and provide insights back to the roadmap: when lifecycle metrics reveal drop-off patterns, onboarding obstacles, or engagement deficiencies, synthesize these findings into actionable recommendations and advocate for product adjustments alongside the PM team.

• Close the feedback loop between member behavior and content strategy, tracking reply patterns, unsubscribe signals, and engagement metrics to derive qualitative insights that guide communications from product, clinical, and content teams to members.

• Ensure all lifecycle communications adhere to HIPAA and healthcare compliance standards, possessing a deep understanding of how to communicate sensitively within a regulated health environment.

• Collaborate across functions with product, engineering, clinical, and content teams to ensure lifecycle integration with the overall member experience.

⛳️ Requirements

• 5 to 8 years of experience in lifecycle marketing, with significant exposure to DTC health, wellness, or similar trust-sensitive and regulated consumer sectors.

• Extensive knowledge of the complete DTC lifecycle funnel: acquisition nurturing, abandoned checkout/consultation, post-purchase onboarding, win-back strategies, loyalty programs, and healthcare-specific journeys like Rx management, refill reminders, and clinical program engagement.

• Proficient Braze user: you have independently built complex canvases, multi-step event-triggered flows, Liquid logic personalization, A/B tests, and audience segmentation.

• Engineer-level comfort with data: you can interpret event schemas, draft trigger specifications, cross-reference tracking plans, and troubleshoot flow issues without needing assistance.

• Experience in leading lifecycle initiatives for new product or program launches, rather than merely maintaining existing workflows.

• Strong product instincts: you not only report on lifecycle data, but also synthesize it into roadmap recommendations and can confidently engage in discussions with product managers.

• Familiarity with email deliverability, list hygiene, and domain authentication — you understand the challenges at scale and how to mitigate them.

• HIPAA-aware and knowledgeable about healthcare communication: you can navigate messaging in a regulated health context and apply that understanding to all communications without prompting.

• Proficient in using AI tools to expedite copy drafting and design iterations; you produce drafts that are ready for light content review rather than requiring extensive rewrites.

• Strong analytical skills: you take ownership of reporting on lifecycle performance metrics, can differentiate between significant trends and noise, and build a compelling case for future investments.

🏝️ Benefits

• Health insurance

• 401K matching for US-based employees, with immediate vesting

• 16 weeks of 100% paid parental leave and a new parent stipend (for Mavens with over 1 year of service)

• Annual professional development stipend and access to a personal career coach through Maven for Mavens

• Maven for Mavens: access to the full platform and specialists, including care for mental health, reproductive health, family planning, and pediatrics.

• Whole-self care through wellness partnerships

• Hybrid work model, in-office meals, and collaborative workdays