Lifecycle Marketing Manager

Job Overview

We are looking for a highly skilled and data-driven Lifecycle Marketing Manager to lead and optimize our client's customer retention and lifecycle marketing initiatives.

This person will be responsible for developing and executing strategies that engage customers throughout their entire journey, from first-time purchase to repeat purchases and long-term brand loyalty.

The ideal candidate has strong experience in DTC and e-commerce marketing, particularly in email and SMS marketing, customer segmentation, retention strategies, and marketing automation. They should be comfortable analyzing customer behavior, identifying revenue opportunities, and building campaigns that drive repeat purchases, customer lifetime value (LTV), and overall revenue growth.

Key Responsibilities

1. Lifecycle Marketing Strategy

Develop and execute comprehensive lifecycle marketing strategies across email, SMS, and other customer communication channels.

Build customer journeys that guide customers from acquisition and first purchase through retention, repeat purchases, and reactivation.

Identify opportunities to improve customer retention, repeat purchase rates, and customer lifetime value (LTV).

Develop strategies for different customer segments based on purchasing behavior, engagement, and customer lifecycle stage.

2. Email & SMS Marketing

Own the planning, execution, and optimization of email and SMS campaigns.

Develop automated flows, including:

Welcome Series

Abandoned Cart and Browse Abandonment

Post-Purchase Flows

Cross-Sell and Upsell Campaigns

Win-Back Campaigns

Customer Replenishment and Repeat Purchase Campaigns

VIP and Loyalty Campaigns

Oversee campaign calendars, promotional campaigns, product launches, and seasonal marketing initiatives.

Ensure messaging, timing, and offers are relevant to each customer segment.

Collaborate with copywriters and designers to develop high-converting email and SMS creatives.

3. Customer Segmentation & Personalization

Build and manage customer segments based on purchase history, order frequency, average order value (AOV), engagement, and other behavioral data.

Develop personalized marketing campaigns that resonate with different customer groups.

Identify high-value customers and create strategies to increase loyalty and repeat purchases.

Leverage customer data to deliver relevant messaging and improve overall customer experience.

4. Analytics & Performance Optimization

Monitor and analyze key lifecycle marketing metrics, including:

Email and SMS Revenue

Open Rates and Click-Through Rates

Conversion Rates

Repeat Purchase Rate

Customer Lifetime Value (LTV)

Customer Retention Rate

Revenue Per Recipient

Conduct A/B testing on subject lines, messaging, creative, offers, and campaign timing.

Identify performance gaps and implement data-driven improvements.

Provide regular reports on campaign performance, retention metrics, and revenue contribution.

5. Cross-Functional Collaboration

Work closely with the Growth, Creative, E-commerce, and Marketing teams to align lifecycle campaigns with broader business objectives.

Coordinate with creative teams to develop compelling campaign assets and messaging.

Support major promotional events, product launches, and seasonal campaigns.

Ensure lifecycle marketing initiatives are aligned with the brand's positioning and overall customer experience.

Requirements & Qualifications

3+ years of experience in Lifecycle Marketing, CRM Marketing, Retention Marketing, or Email/SMS Marketing.

Strong background working with DTC, e-commerce, or consumer brands.

Hands-on experience with email and SMS marketing platforms such as Klaviyo.

Proven experience building and optimizing automated email and SMS flows.

Strong understanding of customer segmentation, personalization, retention, and customer journey mapping.

Experience analyzing campaign performance and translating data into actionable strategies.

Strong understanding of e-commerce metrics, including LTV, AOV, CAC, repeat purchase rate, and conversion rate.

Experience conducting A/B tests and optimizing campaigns for revenue and engagement.

Excellent communication, organizational, and project management skills.

Ability to work independently and manage multiple campaigns and priorities.

Preferred Qualifications

Experience working with Shopify-based DTC brands.

Experience with Klaviyo, Postscript, Attentive, or similar CRM and SMS platforms.

Familiarity with customer data platforms, attribution tools, and analytics dashboards.

Experience working with home goods, bedding, lifestyle, or consumer product brands.

Strong understanding of promotional calendars, seasonal campaigns, and e-commerce sales cycles.

Skills

3+ years of experience in Lifecycle Marketing, CRM Marketing, Retention Marketing, or Email/SMS Marketing with a strong background in DTC, e-commerce, or consumer brands, and hands-on experience building and optimizing automated email and SMS flows.

Experience working with Shopify-based DTC brands, customer data platforms, attribution tools, analytics dashboards, and familiarity with home goods, bedding, lifestyle, or consumer product brands.