Manager, Lifecycle Marketing

Role Description

As Manager, Lifecycle Marketing, you will drive the execution and optimization of lifecycle marketing programs that guide students from initial interest through enrollment and beyond. You will translate lifecycle strategy into high-performing campaigns and journeys across email, SMS, and related channels, ensuring communications are timely, relevant, and aligned to student needs.

You will serve as a key link between strategy and execution, partnering closely with Lifecycle Marketing leadership, Analytics, and cross-functional teams to bring programs to life. Your work will directly impact engagement, conversion, and student experience, while helping scale lifecycle marketing into a more connected, data-driven growth engine.

What You Will Do

• Partner with the Director of Lifecycle Marketing to build lifecycle strategies, and own the translation of those strategies into multi-step journeys that support key stages of the student funnel (lead → applicant → enrolled → start → persistence → graduation).
• Own day-to-day journey orchestration, ensuring communications are timely, personalized, and aligned across channels.
• Lead testing and optimization efforts (A/B testing, segmentation, personalization, send time optimization) to improve performance.
• Analyze campaign and journey performance to identify insights and drive continuous improvement.
• Partner with the Student Success Center to align marketing outreach with call center engagement strategies.
• Collaborate with Paid Media, DX, Creative, and Analytics teams to support cohesive, omni-channel student experiences.
• Maintain audience segmentation, data integrity, and targeting strategies to support effective personalization.
• Ensure compliance with email and SMS regulations, deliverability standards, and channel best practices.
• Manage and mentor junior team members or shared resources to ensure high-quality execution and delivery.

What Success Looks Like

• Lifecycle campaigns and journeys are executed with consistency, accuracy, and high quality across email and SMS.
• Measurable improvements in engagement and conversion metrics across key funnel stages.
• Journeys are continuously optimized based on performance insights, testing, and evolving student needs.
• Strong alignment between marketing outreach and Student Success Center engagement.
• High level of reliability in campaign execution, with minimal errors and strong operational discipline.
• Direct reports are effectively managed, developed, and upskilled in strategic campaign execution.

How Impact Will be Measured

• Lead-to-application and application-to-enrollment conversion rates.
• Email and SMS engagement metrics (open rates, CTR, conversion rates).
• Journey progression metrics (stage-to-stage conversion, drop-off reduction, conversion velocity increases, etc.).
• Volume and impact of testing and optimization initiatives.

Qualifications

• 4–6+ years of experience in lifecycle marketing, email marketing, or CRM marketing.
• Hands-on experience building and deploying campaigns in platforms such as Salesforce Marketing Cloud, Marketo, or similar ESPs.
• Experience managing multi-step lifecycle journeys across email and SMS.
• Strong analytical skills with the ability to translate data into actionable insights.
• Experience with segmentation, personalization, and A/B testing methodologies.
• Proven ability to manage multiple campaigns and priorities in a fast-paced environment.
• Experience mentoring or managing junior team members or shared resources.

Experience That's Great to Have

• Experience in higher education, edtech, or student lifecycle marketing.
• Experience working in omni-channel marketing environments.
• HTML editing skills for email troubleshooting.
• Experience with reporting and analytics tools (e.g., GA, Tableau, or similar).