Senior Lifecycle Marketing Manager

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

📋 Description

• Take ownership of the entire subscriber lifecycle — including lead nurturing, activation, habit formation, second- and third-box conversion, long-term engagement, upselling, cross-selling, win-back, reactivation, and referral — with measurable objectives and defined interventions for each stage.

• Create and maintain comprehensive lifecycle journey maps that detail customer states, trigger events, friction points, behavioral milestones, exit risks, and opportunities for intervention.

• Collaborate with Product, Growth, Creative, Clinical, and Customer Care teams to continuously identify and address gaps in the subscriber experience.

• Craft creative briefs for lifecycle campaigns and work with Brand and Creative teams to ensure that assets comply with email and SMS best practices while aligning with business objectives.

• Design initiatives aimed at enhancing subscriber retention over 7-day, 33-day, 63-day, 93-day, and annual periods.

• Decrease both voluntary and involuntary churn through personalized messaging, payment recovery efforts, education, habit-formation programs, and predictive interventions.

• Recognize early indicators of churn — such as declining engagement, skipped shipments, customer service interactions, purchasing behavior, refill timing, and treatment adherence — and construct automated journeys that intervene before cancellation.

• Develop reactivation and win-back programs segmented by reasons for churn, duration since cancellation, clinical history, engagement level, product usage, and previous offers.

• Continuously refine creative assets, offers, timing, and channel mixes for reactivation and win-back campaigns.

• Provide personalized lifecycle experiences based on behavioral data, purchase history, treatment stages, subscriber tenure, predicted lifetime value, and predicted churn risk.

• Maintain a continuous testing roadmap covering onboarding, education, offers, frequency, timing, channels, creative assets, segmentation, cancellation flows, and pricing, with a consistent optimization backlog for every journey.

• Act as the main point of contact for CRM operations, overseeing the tech stack, monitoring deliverability, and ensuring adherence to platform best practices.

• Oversee CRM-specific vendors, such as email service providers (ESPs), including budgeting and forecasting for these partnerships.

• Manage lifecycle reporting beyond channel-level metrics — covering LTV, active subscriber rates, retention rates, churn rates, save rates, reactivation and win-back rates, trial-to-paid conversions, revenue per subscriber and per recipient, cohort performance, CAC payback, and LTV:CAC — utilizing these metrics to guide strategic decisions.

• Collaborate closely with Growth Marketing, Product, Engineering, Data & Analytics, Clinical, Creative, Medical, and Finance teams to integrate lifecycle strategy throughout the organization rather than treating it as a standalone marketing channel.

• Serve as a resource for junior marketing team members, sharing expertise in lifecycle marketing and aiding in the development of broader team capabilities in CRM and lifecycle strategies.

⛳️ Requirements

• 8+ years of experience in leading lifecycle marketing or CRM for a subscription, D2C, or other recurring-revenue business, demonstrating a history of improving retention, reducing churn, and enhancing customer lifetime value.

• Profound understanding of subscription economics, retention strategies, and cohort analysis; experience in designing intricate, multi-channel lifecycle journeys across email, SMS, push notifications, in-app messages, and onsite experiences.

• Proficiency in the technical fundamentals of CRM systems, including data architecture, coding best practices, and deliverability management.

• Practical experience with CRM or ESP platforms such as Klaviyo, Iterable, Braze, Customer.io, or Recharge, including managing vendor relationships, contracts, budgeting, and forecasting.

• Strong analytical skills with expertise in SQL and tools like Looker, Tableau, Amplitude, Mixpanel, Hex, or GA4, with the capability to transform data into clear narratives for cross-functional stakeholders.

• Proven ability to lead cross-functional experimentation (A/B testing, segmentation) and influence teams in Product, Engineering, Growth, and Creative areas without formal authority.

• Familiarity with AI tools (e.g., Claude, ChatGPT, Gemini) and a demonstrated ability to apply sound judgment in utilizing them for lifecycle tasks such as segmentation, briefs, and reporting, ensuring thorough review and validation of outputs before implementation.

🏝️ Benefits

• 💰 Competitive compensation and equity package (RSUs)

• 🥼 Comprehensive benefits: Medical, dental, vision, FSA and HSA, supplemental coverages (critical illness, accident, hospitalization), and 401(k)

• 🧘🏻‍♀️ Access to wellbeing perks, including OneMedical, Spring Health, SoFi, and Employee Assistance Program

• 🌴 Flexible paid time off and holiday policy

• 🐣 Paid parental leave (for both birthing and non-birthing parents)

• 💜 Employee donation matching program

• 🫱🏻‍🫲🏽 Culture Committee and employee resource groups for both virtual and in-person connectivity

• ✨ Complimentary VIP Subscription to Curology or Agency, along with online retail discounts