Senior Manager – Lifecycle Marketing

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

📋 Description

• Oversee the lifecycle and retention strategy for North America.

• Enhance long-term household engagement, encourage repeat purchases, and improve customer lifetime value.

• Convert global lifecycle strategies, frameworks, customer journey structures, and lifecycle phases into actionable North American initiatives.

• Create and uphold a North America lifecycle roadmap that aligns with global objectives and regional commercial priorities.

• Cultivate expertise in North American customer behavior and retention metrics.

• Advocate for North American customer needs and market insights during global lifecycle discussions.

• Customize, adjust, and implement onboarding, engagement, retention, at-risk, reactivation, and win-back programs.

• Discover and spearhead lifecycle opportunities specific to North America.

• Collaborate with CRM, Product, E-commerce, Portfolio, Sales, Marketing, Data, Analytics, and Customer Happiness teams.

• Leverage behavioral data, customer insights, segmentation, churn rates, CLV, and market analysis to form recommendations.

• Identify and enhance lifecycle interventions across various channels such as CRM, app, e-commerce, paid retention, direct mail, social media, retail, and promotional touchpoints.

• Set hypotheses, success metrics, incrementality standards, and evaluate the financial impact of initiatives.

• Share insights and outcomes from North America to assist in scaling successful initiatives globally.

• Contribute to lifecycle and retention KPIs, including listening engagement, repeat purchases, time to second Tonie, content diversity, active household rates, churn, and customer lifetime value.

• Collaborate with Global Lifecycle, Analytics, and Finance to assess financial impacts and refine the lifecycle roadmap.

⛳️ Requirements

• 7+ years of experience in lifecycle marketing, retention, CRM, or a similar consumer marketing position.

• Demonstrated ability to create, localize, and expand lifecycle programs that boost engagement, retention, repeat purchases, and revenue.

• Strong commercial acumen connecting customer behavior with product, pricing, promotions, portfolio, and customer experience.

• Highly analytical, capable of translating complex customer and behavioral data into actionable business insights.

• Comprehensive understanding of metrics related to retention, churn, engagement, repeat purchases, and customer lifetime value.

• Experience with CRM and lifecycle platforms, preferably including Braze.

• Experience collaborating with Product, App, Content, Data, and Analytics teams.

• Aptitude for structuring problems, prioritizing opportunities, developing business cases, and driving cross-functional initiatives.

• Ability to balance strategic thinking and execution.

• Strong stakeholder management and influencing capabilities in global or multi-market organizations.

• Bachelor’s degree in a relevant discipline.

• Comfortable working remotely with approximately 15% domestic and international travel.

• Ability to work during North American East Coast core business hours with flexibility for global meetings.

🏝️ Benefits

• Remote work arrangement.

• Approximately 15% domestic and international travel.