Lifecycle CRM Manager (Braze)

About Willow: Willow is a telehealth company focused on personalized, responsible cosmetic weight loss care. We combine medical expertise with a supportive, patient-centered approach to help people feel more confident and comfortable in their bodies. Our goal is to make high-quality care accessible, thoughtful, and designed to fit real lives. About the role: We’re looking for a Lifecycle CRM Manager (Braze) to lead the strategy and execution of lifecycle programs that drive user acquisition, conversion, and retention. In this role, you’ll develop and launch campaigns that speak to prospective and existing patients at every step including exploring treatment, booking a visit, starting medication, sticking with the program, and celebrating results. You’ll shape how our audience understands about our products, navigates care, and builds trust and you’ll do it with smart segmentation, great content, and behavior-driven automation. This is a cross-functional role perfect for someone who can think like a growth marketer, write like a health communicator, and execute like an operator. Responsibilities: Manage the full lifecycle of acquisition and retention campaigns, from strategy through post-send analysis, including audience segmentation, flow design, creative direction, scheduling, and reporting Own and maintain the customer journey map for your category, ensuring it reflects current strategy and live flows Design and execute robust A/B testing programs on always-on triggered campaigns, translating insights into recommendations for engagement and revenue optimization Ensure flawless execution of every campaign, including QA, testing, and error prevention across all channels and email clients Collaborate with marketing peers across other business categories to share learnings, identify cross-vertical opportunities, and build efficiency into our processes Communicate campaign results, testing recommendations, and strategic initiatives to stakeholders at all levels—from tactical teams to leadership Requirements: Bachelor's degree (or equivalent professional experience) 5+ years in lifecycle marketing, email marketing, or customer communications programs (subscription business experience is a bonus) Hands-on proficiency with marketing automation platforms. Braze experience is a plus, but we welcome expertise in Iterable, Marketo, or equivalent platforms. Demonstrated skill in campaign management, data analysis, and problem-solving in a metrics-driven environment Experience designing and managing testing roadmaps with clear hypotheses and success metrics Solid HTML and CSS knowledge plus familiarity with email client behavior and rendering Strong organizational skills, attention to detail, and ability to manage multiple projects without dropping the ball Ability to articulate marketing strategy and ROI to both technical and non-technical audiences Genuine curiosity about your customers and how to make marketing better Nice to Have: Background in healthcare, wellness, or consumer packaged goods Working knowledge of FDA or HIPAA regulations Experience building customer programs in regulated or compliance-heavy industries What’s in it for you? Flexible hours with meetings taking place in EST Work wherever you choose Fun and casual work environment Employee engagement activities and virtual gatherings We are a diverse, global team! 🌍