Lifecycle Marketing Manager

Role Overview Custom Cones USA is the leading supplier of pre-roll cones, tubes, packaging, and pre-roll machinery to the cannabis industry. DaySavers, Smoke Temple, and Fill-a-Blunts are our fast-growing consumer brands for smoking accessories, sold through our website and retail partners. We are looking for an experienced Lifecycle Marketing Manager to own Klaviyo-driven lifecycle marketing across both our B2B (wholesale/bulk, purchasing managers, dispensary operators) and B2C/D2C (consumer) audiences. On the B2B side, you will build segmentation and journeys that generate and qualify leads and support the sales team through to close. On the B2C side, you will build segmentation and journeys that drive revenue through email and SMS. You will also own the technical backbone connecting Klaviyo to our other systems such as BigCommerce, Close, Microsoft Dynamics, and other tools as we add them. What You Will Be Doing B2B Lifecycle Marketing & Sales Enablement Build and own B2B customer segments in Klaviyo (e.g., by account size, product category, purchase stage, dispensary vs. distributor, dormant vs. active). Design and manage lead-generation and lead-nurture journeys/flows for B2B prospects, from first touch through sales handoff. Build re-engagement and account-growth flows for existing B2B accounts (upsell, cross-sell, replenishment/reorder reminders). Partner with Sales to define hand-off criteria (lead scoring/qualification) and ensure marketing-qualified leads reach the right rep with the right context. Maintain clean, reliable account and contact data flowing between Klaviyo and Close (and/or Microsoft Dynamics) so Sales has accurate, up-to-date information. Report monthly on B2B pipeline contribution: leads generated, qualified, and influenced revenue/closed deals. B2C Lifecycle & Retention Marketing Own all automated D2C flows for both brands, including welcome, abandoned cart/browse, post-purchase, win-back, replenishment, and VIP flows. Audit what's live, fix underperformance, build what's missing. Own the monthly D2C campaign calendar for both brands (new products, promotions, company news). Manage segmentation, list health, suppression, and deliverability for both accounts. Build out and manage SMS marketing in Klaviyo alongside email. Run ongoing tests on subject lines, send times, content, and offers; report on results. Report monthly on email/SMS revenue, flow performance, and list growth. Marketing Technology & Systems Integration Own the technical integration of Klaviyo with BigCommerce, Close, Microsoft Dynamics, and other platforms as needed — hands-on setup, data mapping, and ongoing maintenance. Troubleshoot data sync issues between systems (customer records, order data, deal/opportunity status) to keep segmentation and reporting accurate. Evaluate and recommend new integrations/tools as our B2B and B2C tech stack grows. Maintain documentation of integration architecture and data flows. Reporting & Optimization Maintain a single source of truth for lifecycle marketing performance across both B2B and B2C. Present regular performance reviews to Marketing (and Sales, for B2B metrics) leadership. How We Measure Success Email/SMS revenue as a share of total online revenue (B2C). B2B leads generated, qualified, and sales-accepted; pipeline/revenue influenced. Open, click, and conversion rates on core flows (B2B and B2C). Monthly campaigns going out on schedule for both brands. Data accuracy/health across Klaviyo, BigCommerce, Close, and Dynamics. Requirements and Qualifications Minimum 6 years of relevant experience in lifecycle, CRM, or marketing automation, ideally with both B2B and B2C/e-commerce experience. Hands-on experience building and managing Klaviyo flows, campaigns, and segmentation — B2B and B2C — with results you can share. Experience integrating Klaviyo (or similar ESP) with e-commerce platforms (BigCommerce or similar) and CRM systems (Close, Microsoft Dynamics, Salesforce, HubSpot, or similar). Comfortable working with sales teams on lead handoff, scoring, and pipeline reporting. Strong analytical skills and comfortable in data, reporting, and testing. Excellent organization and time management. You'll be juggling two brands, two audience types, and multiple stakeholders. Understanding of of AI tools such as Claude or ChatGPT for research and production, with good judgment about what's acceptable to share/submit. Comfortable working in the cannabis and smoking accessories industry. Pay & Benefits: Salary: $85,000-$110,000 DOE Annual Bonus Eligible 401K with matching Medical, Dental, Vision, Basic Life, Voluntary Life, EAP 15 days vacation to start, 5 rest days, sick days, 10 holidays Daily catered lunch and stocked kitchen Fun events!