Lifecycle & CRM Manager, Shop

About Shop Shop is the consumer brand inside Shopify. Shop has hundreds of millions of users and enables customers to discover new brands, pay quickly and safely via Shop Pay, and track deliveries. About the Role You build and run the lifecycle program. Strategy is set with your input; the execution is yours. You are in the tools every day — writing the query, building the audience, wiring the journey, QAing the send, reading the result. The mandate: ship high-quality lifecycle programs at a fast cadence, with no defects and a clear read on what they did. Build the journeys . Configure campaigns and triggered journeys end to end: audiences, entry and exit criteria, branching, delays, frequency rules, message variants, localization. Own them after launch too. Write the queries . Build audiences and cohorts in SQL. Pull your own data, size your own opportunities, and check your own numbers before anyone asks. Run the experiments. Set up holdouts and tests correctly, define the metric before launch, size the sample, and write the readout. Say plainly whether it worked. QA relentlessly. Seed lists, render tests across devices and clients, link and deep-link checks, personalization edge cases, suppression logic, timezone and locale handling. Nothing ships unchecked. Instrument and debug. Read event schemas, trace why a user did or didn't qualify, find the broken payload, and file a clear bug with a reproduction. Work directly with data and engineering on fixes. Report the numbers. Build and maintain the dashboards for engagement, frequency, opt-in health and deliverability. Know your metrics cold and flag changes before they become questions. Deliverability and hygiene. Watch bounce, complaint, unsubscribe and push opt-out rates. Keep lists clean and sending healthy. Bring proposals, not just throughput. You will help decide what to build next — which segments, which triggers, which surfaces — and you will be expected to have a view. Work with creative . Brief copy and design, review it against the data, and hold a high bar on the details: subject lines, push character limits, rendering, tone. Documentation . Leave behind runbooks, naming conventions, QA checklists and journey diagrams that let someone else pick up your work. Use AI . Put AI tools to work on query drafting, copy variants, QA checks and analysis. Speed matters here. What you'll own Hands-on build, launch and maintenance of lifecycle campaigns and triggered journeys across push and email. Audience and segment construction in SQL, including cohorting and eligibility logic. Experiment setup and readouts: holdouts, A/B tests, metric definitions, sample sizing, results write-ups. The QA process for every send, and the checklists and seed processes behind it. Message templates: build, localization handling, dynamic content and rendering quality. Dashboards and recurring reporting on lifecycle performance, contactability and deliverability. Event and data instrumentation requests, plus first-line debugging when a journey misfires. Campaign calendar operations: scheduling, dependencies, approvals, frequency conflicts. Documentation and operational hygiene for the lifecycle stack. Proposals for what to test or build next, backed by data. Requirements 6–10 years in lifecycle marketing, CRM, marketing operations, growth or a similar hands-on role at consumer scale. Strong SQL. You write your own queries against large event tables — joins, window functions, cohorts — without help. Deep hands-on experience in a lifecycle or CRM platform (for example Braze, Iterable, Customer.io , Airship, or an in-house equivalent). You have built complex journeys yourself, not requested them. Working knowledge of how the plumbing works: event schemas, user properties, APIs and webhooks, and what to check when data looks wrong. Experiment literacy: holdouts, control groups, sample size, significance, and the discipline to define the metric before launch. Comfort with templating and light front-end work: dynamic content, HTML/CSS email, push payloads and character constraints. Exceptional attention to detail and a track record of zero-defect sends at volume. You can describe the QA process you personally built or ran. Dashboarding experience (for example Looker, Mode, Hex) and the ability to explain a metric movement clearly. Clear, concise written communication. Short readouts, plain conclusions, no burying bad results. Working knowledge of consumer messaging compliance and consent basics (GDPR, CASL, CAN-SPAM, push permissions).