Lifecycle Marketing Manager

The Lifecycle Marketing Manager owns the strategy and day-to-day execution of GLDs owned channel marketing programs: email, SMS, and push notifications. At GLD, owned channels serve a dual mandate: converting new customers into first-time buyers and driving repeat purchase to maximize lifetime value. This role sits at the intersection of both: the best practitioners in this space know how to optimize for new and existing customers simultaneously, and that is what we are looking for.

This is not a send-and-report role. The right candidate will manage a high-volume campaign calendar, run a structured testing program, own new subscriber acquisition and activation, and coordinate across creative, merchandising, and technology teams with minimal direction. They will operate independently, raising blockers early, closing loops proactively, and showing up prepared to every cross-functional meeting without being chased.

Essential Duties and Responsibilities The essential functions include, but are not limited to the following: Lifecycle Marketing • New Customer Conversion: Own the new customer journey from acquisition through first purchase. Build and optimize messaging programs that move new subscribers toward conversion, with a continuous focus on improving performance over time. • Retention & Loyalty: Drive repeat purchase and long-term customer loyalty through targeted messaging programs that keep existing customers engaged, reward high-value behaviors, and win back lapsed buyers. • Personalization & Targeting: Leverage available tools and first-party data to deliver relevant, personalized messaging at every stage of the customer lifecycle, for both new and existing customers.

Campaign Execution & Calendar Ownership • Campaign Calendar Management: Own and execute the monthly owned channel calendar across email and SMS: planning, briefing, building, QAing, and deploying on schedule. Proactively flag capacity constraints or conflicts before they become blockers. • Flow & Automation Management: Build and maintain automated flows across the full customer journey: onboarding, post-purchase, browse and cart abandonment, loyalty, win-back, and churn prevention sequences. • Promotional Strategy Execution: Execute campaigns that concentrate impact into well-timed, high-value moments. Understand how to sequence promotional and brand-forward messaging to maximize conversion without over-saturating the customer. • Creative Coordination: Brief and coordinate with creative and merchandising teams to ensure assets are on-brand, conversion-optimized, and delivered on time. Provide clear direction on differentiated creative approaches for new vs. returning customers. • Operational Deliverables: Manage recurring operational deliverables tied to third-party vendor programs. Deliver ahead of deadline without requiring follow-up.

Structured Testing & Optimization Testing is a core discipline at GLD, not an occasional project. This role is expected to maintain an active test roadmap and apply learnings quickly. • A/B Testing Program: Run structured tests across messaging, creative, and campaign variables. Evaluate on revenue and conversion, not surface metrics. Document results and apply learnings with speed: if a test wins, scale it; if it fails, move on. • Continuous Optimization: Maintain a running test log that informs both near-term execution and longer-range planning. Prioritize the highest-leverage changes each cycle rather than spreading effort across a long list of low-impact tweaks.

Performance Reporting & Analytics • KPI Ownership: Own core lifecycle metrics spanning both new customer conversion and retention. Pull and interpret your own data, deliver regular performance reporting with a clear point of view on what is driving results, and translate findings into actionable recommendations.

Cross-Channel Orchestration & Collaboration • Channel Coordination: Manage owned channels as an integrated program rather than in isolation. Understand how timing and frequency decisions across channels affect overall performance and customer experience. • Cross-Functional Briefing: Write clear, detailed briefs for creative, merchandising, and technology partners. Manage shared timelines and ensure all parties have what they need to execute on schedule. • Proactive Communication: Surface blockers early, provide status updates unprompted, escalate when needed, and close loops when tasks are complete. Meeting participation is an expectation, not optional. Come prepared and follow through on action items. • Internal Alignment: Partner with internal teams to ensure lifecycle messaging reflects current product priorities, customer sentiment, and broader business objectives.

Platform Expertise & Innovation • Platform Mastery: Serve as the internal expert on GLDs lifecycle marketing platforms. Stay current on capabilities, updates, and best practices. Identify opportunities to improve automation workflows, data integration, and attribution. • Emerging Technology: Stay updated on trends in AI, personalization, and marketing automation. Evaluate and apply new tools and capabilities where they drive measurable improvement in acquisition, activation, or retention.

Qualifications (Knowledge, Skills, and Abilities) • Experience: 3–6+ years of hands-on lifecycle, CRM, or retention marketing experience in DTC, eCommerce, or fashion/luxury brands, with a proven track record of driving customer growth and lifetime value through email and SMS. Candidates at both Manager and Senior Manager level will be considered based on demonstrated ownership and impact. • Platform Expertise: Expert-level proficiency in a leading lifecycle email marketing platform and SMS marketing platform. Comfortable with the full range of platform capabilities, including flows, campaigns, segmentation, and reporting, without needing support. • Testing & Analytical Mindset: Structured approach to testing and performance analysis. Able to design a test, evaluate results on revenue and conversion rather than surface metrics, apply learnings quickly, and pull and interpret your own data without waiting on a data team. • Execution Discipline: Proven ability to independently manage a high-volume campaign calendar, meet deadlines, and deliver without consistent follow-up. This role requires someone who closes loops proactively. • Cross-Functional Collaboration: Proven ability to work effectively with creative, merchandising, and marketing partners, writing clear briefs and managing shared timelines. • Brand Sensibility: Strong understanding of brand voice. Able to evaluate copy and creative against both brand standards and conversion goals, and knows when brand-forward storytelling is the right lever. • Communication & Organization: Clear, timely communicator who surfaces blockers early, gives status updates unprompted, and never goes silent. Highly organized with the ability to manage multiple priorities in a fast-moving environment.

Physical Demands and Work Environment The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this position. Reasonable accommodation may be provided to enable individuals with disabilities to perform the functions.

• Sitting for extended periods while using a computer. • Working from a quiet and dedicated workspace/home office. • Reliable high-speed internet connection. • Remote role.