Lifecycle Marketing Manager

Role Description

As the Lifecycle Marketing Manager for the Mom & Baby Team, you will join a team of talented marketing professionals and play a pivotal role in shaping how our brand connects with hundreds of thousands of expectant and new parents each year through highly personalized, data-driven lifecycle campaigns. This is a highly collaborative role for a marketer who thrives balancing strategic thinking with hands-on execution—someone who enjoys developing lifecycle strategies, bringing them to life through thoughtful execution, and continuously optimizing performance based on data and customer insights.

Reporting to the Director of Brand Strategy & Marketing, you will focus on lifecycle email, SMS, and MMS campaigns—ensuring every message resonates deeply with moms from pregnancy through postpartum at every stage of their customer journey.

Primary Responsibilities

• Lifecycle Strategy & Email/SMS/MMS Campaign Ownership
  • Own the strategy, execution, and performance of all lifecycle email, SMS, and MMS campaigns.
  • Proactively identify opportunities, develop strategic recommendations, and present data-backed solutions to improve lifecycle performance, customer experience, and business outcomes.
  • Define business priorities and desired outcomes for automated journeys (onboarding, education, conversion, resupply reminders, cross-sell opportunities) in consultation with Marketing leadership.
  • Develop and maintain a detailed lifecycle marketing journey map across email, SMS, and MMS touchpoints.
  • Prioritize lifecycle initiatives based on business impact, customer value, technical complexity, and organizational priorities.
  • Drive segmentation and personalization strategies to deliver relevant, timely communications based on customer behavior and lifecycle stage.
  • Ensure lifecycle campaigns complement site experiences, landing pages, and broader funnel initiatives.
• Content Development for Lifecycle Channels
  • Develop content strategy and write copy for lifecycle channels (email, SMS, MMS) that resonate with moms at each stage of her customer journey.
  • Partner with Brand Marketing and Creative to ensure lifecycle messaging aligns with overall content themes, brand storytelling, tone, and design standards.
  • Develop and optimize a portfolio of lifecycle templates and creative examples for continuous improvement.
• Platform & Data Management (Braze)
  • Own lifecycle marketing priorities in Braze, defining business requirements and campaign goals in collaboration with the MarTech team.
  • Partner with MarTech to scope, test, and launch automated journeys, dynamic content, and advanced segmentation.
  • Define requirements for tagging, triggers, and personalization logic.
  • Support migration of legacy campaigns into Braze, ensuring smooth, optimized transitions.
• Analytics, Testing & Optimization
  • Lead the development of a robust testing framework (A/B, multivariate) to improve engagement and conversions.
  • Analyze performance data, customer behaviors, and journey insights to refine lifecycle strategies.
  • Own lifecycle campaign performance by continuously monitoring results, identifying root causes, and implementing optimizations.
  • Manage lifecycle KPI tracking and reporting in alignment with Marketing leadership priorities.
• Cross-Functional Collaboration
  • Collaborate closely with Brand Marketing and E-commerce to ensure lifecycle campaigns reinforce integrated marketing campaigns.
  • Partner with Marketing, MarTech, Sales Operations, WebDev, and Consumer Insights to align lifecycle communications with funnel strategies.
  • Clearly communicate lifecycle strategies, recommendations, and performance insights to cross-functional stakeholders.
  • Support customer research initiatives to inform lifecycle strategies.

Core Competencies

• Data-Driven Consumer Centricity
• Creative & Strategic Balance
• Builder's Mindset
• Strategic Agility
• Curiosity & Continuous Learning
• Collaboration
• Results-Oriented

Qualifications

• Bachelor’s degree in Marketing, Business, or a related field.
• 4–6+ years in lifecycle/email/SMS marketing (ideally in DTC, eCommerce, or consumer health/wellness).
• Hands-on experience with Braze (or similar tools like Iterable/Klaviyo).
• Proven ability to write compelling email/SMS copy.
• Strong attention to detail.
• Skilled in designing and analyzing A/B or multivariate tests.
• Experience interpreting customer behavior and campaign performance using analytics platforms.
• Strong organizational and project management skills.
• Critical thinker with a builder's mindset.

Benefits

• Make a Real Impact: Your work helps improve, extend, and even save lives.
• Fully Remote Role: Enjoy the flexibility of working from anywhere.
• Competitive Compensation: Includes health, dental, vision insurance, 401K with company match, and more.
• High-Impact Role: Support the company’s core revenue stream with opportunities for growth.
• Innovative Work Environment: Culture of creativity and collaboration.
• Work-Life Balance: PTO accrual from day one, paid holidays, and more.