Lifecycle Marketing Manager

Job Description

Job Description

Please read the job description in full. This is a LIFECYCLE Marketing role, you must have at least 4 years of direct Lifecycle Marketing experience with a CPG company, preferably in a sporting goods arena.

GIBBON – Lifecycle Marketing Manager

Founded in 2007, GIBBON is the world leader in slackline products and innovation. From Super Bowl halftime shows to Cirque du Soleil performances, GIBBON’s products have helped produce some of the best balance athletes in the world. Our company has been growing exponentially since launching the GIBBON SlackBoard, the most dynamic and versatile balance training tool on the market.

SlackBoard sales in 2025 more than doubled to $37 million, up from $14 million in 2024. We have sold more than 300,000 SlackBoards since 2023. Inc. Magazine recognized us as one of the fastest growing private companies in America in 2024 and our growth only accelerated last year, so we will likely get that recognition again for 2025. We have barely scratched the surface in our new global markets and we believe there is tremendous opportunity to continue growing in North America and to start selling into these additional markets.

Job Summary

We are seeking a highly motivated and results-driven Lifecycle Marketing Manager to lead and scale our retention and customer engagement strategies. This role will be responsible for managing email and SMS channels for the GIBBON brand, driving customer retention, lifetime value, and repeatable revenue.

The ideal candidate blends data-driven strategic thinking with hands-on execution to build seamless, high-converting customer journeys. You will sit at the intersection of performance marketing and creative execution, optimizing user flows while maintaining a cohesive brand voice.

The Lifecycle Marketing Manager is based out of our Solana Beach, CA office and reports to the Director of Growth Marketing.

Key Responsibilities:

Leadership & Ownership

• Own the day-to-day execution, performance, and strategy of email and SMS marketing channels.
• Take full accountability for retention KPIs, including repeat purchase rate, customer lifetime value (LTV) as well as email deliverability and engagement KPIs like open rates, and CTRs.
• Manage the communication calendar for email and SMS, ensuring a healthy balance between product education, brand storytelling, and promotional events.
• Maintain and champion the brand voice and visual consistency across all lifecycle touchpoints.

Strategy & Growth

• Develop and scale end-to-end customer lifecycle journeys, including welcome flows, post-purchase sequences, win-back campaigns, and abandonment flows. 
• Build out data-driven segmentation and personalization strategies to deliver highly relevant content based on user behavior and purchasing history.
• Design and execute continuous A/B testing frameworks across subject lines, copy, send times, and design layouts to systematically improve performance.
• Partner with the broader marketing team to ensure that product launches and omni-channel campaigns are effectively supported via retention channels.

Execution & Optimization

• Ensure flawless execution, scheduling, quality assurance, and deliverability of weekly email and SMS.
• Actively participate in the design and production process, including building, testing, and optimizing.
• Monitor, analyze, and report on weekly and monthly channel health metrics to drive action.
• Ensure legal and data compliance across channels (e.g., CAN-SPAM, TCPA, GDPR).

Cross-Functional Leadership

• Collaborate closely with eCommerce and Creative  to ensure frictionless post-click experiences.
• Partner with Brand teams to align the editorial calendar with Social and leverage UGC and creator assets.
• Align with Customer Experience teams to leverage customer feedback to solve key friction points.

Qualifications

• 4+ years of hands-on experience managing retention marketing, email marketing, or customer lifecycle strategies within a high-growth consumer brand.
• Proven track record of driving measurable revenue growth through ESP/SMS platforms (e.g. Klaviyo)
• Deep expertise in customer segmentation, marketing automation, and conversion funnel optimization.
• Strong understanding of e-commerce unit economics, repeat purchase rates, and LTV.
• Demonstrated ability to self-manage and execute efficiently in fast-paced environments.
• Exceptional analytical, copy-writing, and data-driven decision-making skills.
• Experience with designing emails using HTML/CSS, Figma, or ESP builders is highly preferred.
• Experience with designing and managing mobile push notifications is highly preferred.
• Bachelor’s degree in Marketing, Business, Communications, or related field preferred.
• Role is based out of Solana Beach, California headquarters.

Base pay for this role is between $95,000 - $125,000 with a 10% annual bonus. Base pay will depend on the candidate’s job-related knowledge, skills, and experience among other factors. Bonuses are tied to individual and company performance. There are also medical and 401(k) benefits.

Company Description

The GIBBON SlackBoard Balance Trainer is the brainchild of Robert Kaeding, CEO, and Founder of GIBBON. Based in Germany, GIBBON has been the pioneer of slackline balance training and the world market leader for more than 15 years and helped to turn slacklining into a widely recognized sport. The company has sold over one million slacklines globally.

The creator's vision is to bring the ultimate balance sport with the SlackBoard to everyone, everywhere.

Company Description

The GIBBON SlackBoard Balance Trainer is the brainchild of Robert Kaeding, CEO, and Founder of GIBBON. Based in Germany, GIBBON has been the pioneer of slackline balance training and the world market leader for more than 15 years and helped to turn slacklining into a widely recognized sport. The company has sold over one million slacklines globally.\r\n\r\nThe creator's vision is to bring the ultimate balance sport with the SlackBoard to everyone, everywhere.