Lifecycle Marketing Manager

Reports To: Senior Manager, Digital & Customer Marketing About the Role We are seeking a strategic, detail-oriented, and performance-driven Lifecycle Marketing Manager to lead the execution and optimization of customer lifecycle marketing programs across email and SMS. Reporting to the Senior Manager of Digital & Customer Marketing, this role will own the development of personalized customer journeys that drive acquisition, engagement, retention, and lifetime value. The ideal candidate is highly analytical, customer-centric, and experienced in lifecycle marketing strategy, marketing automation, segmentation, and performance optimization. They thrive in a fast-paced environment, using data and testing to continuously improve customer experiences and business results. Key Responsibilities Lifecycle Marketing Strategy Develop and execute lifecycle marketing strategies that support customer acquisition, engagement, retention, and loyalty Own the lifecycle marketing calendar across email and SMS, ensuring alignment with overall marketing initiatives and business objectives Identify opportunities to improve customer retention, repeat purchase rate, and customer lifetime value through personalized communications Partner cross-functionally with merchandising, creative, analytics, and marketing teams to deliver cohesive customer experiences Email & SMS Marketing Manage the execution of promotional, transactional, and automated email and SMS campaigns in Klaviyo Build, QA, schedule, and deploy campaigns while ensuring accuracy and best-in-class customer experience Develop and maintain automated lifecycle flows, including: Welcome Series Browse Abandonment Abandoned Cart Post-Purchase Cross-Sell & Upsell Review Requests Continuously optimize customer journeys based on customer behavior and campaign performance Develop customer segmentation strategies to deliver personalized messaging across the customer lifecycle Execute A/B and multivariate testing across subject lines, messaging, creative, offers, timing, and audience segments Monitor deliverability, engagement, conversion, and retention metrics to identify optimization opportunities Implement lifecycle marketing best practices to improve campaign effectiveness and customer engagement Analytics & Reporting Track and analyze lifecycle marketing performance using Klaviyo, Tableau, Google Analytics (GA4), and other reporting tools Monitor key metrics including open rate, click-through rate, conversion rate, revenue per recipient, retention, repeat purchase rate, and customer lifetime value Develop performance reports and provide actionable insights and recommendations to improve channel performance Partner with analytics teams to evaluate customer behavior and inform future lifecycle strategies Qualifications 3–6+ years of experience in lifecycle marketing, CRM marketing, retention marketing, or email marketing Strong hands‑on experience with Klaviyo or similar marketing automation platforms Experience managing both email and SMS marketing programs Proven experience building and optimizing automated customer journeys and lifecycle campaigns Strong understanding of customer segmentation, personalization, and retention marketing strategies Experience designing and analyzing A/B tests to drive continuous improvement Analytical mindset with the ability to interpret data and translate insights into action Excellent project management and organizational skills with strong attention to detail Experience collaborating cross‑functionally with creative, merchandising, analytics, and marketing teams Strategic thinking with strong execution Exceptional storytelling and brand‑building skills Deep understanding of consumer behavior and culinary trends Strong leadership and stakeholder management High attention to detail and operational excellence Nice to Have Experience in DTC or high‑growth e‑commerce environments Familiarity with customer journey mapping and lifecycle strategy development Experience with HTML/CSS for email editing and troubleshooting Knowledge of email deliverability best practices Experience using Tableau, GA4, or other BI and analytics platforms Experience leveraging customer data to build advanced segmentation and personalization strategies #J-18808-Ljbffr