Lifecycle Marketing Manager

Role Description

Barkbus is seeking an experienced Fractional Lifecycle Marketing Manager to own and scale our customer lifecycle marketing strategy across email and SMS. This is a hands-on, execution-focused contract role for a Klaviyo expert who can design, build, and optimize automated customer journeys that drive appointment bookings, improve retention, increase subscription engagement, and reactivate lapsed customers.

This role owns the end-to-end lifecycle marketing program—from strategy and segmentation through execution, testing, analytics, and optimization. You will use customer data and behavioral insights to deliver personalized, high-performing campaigns that increase lifetime value and generate measurable revenue impact.

Role & Responsibilities

• Lifecycle Strategy & Automation
  • Own the email and SMS lifecycle marketing strategy and calendar, balancing promotional, educational, seasonal, and retention-focused initiatives.
  • Build, optimize, and maintain automated lifecycle flows, including:
    • Welcome Series
    • Appointment Booking & Reminder Flows
    • New Customer Onboarding
    • Post-Appointment Follow-Up
    • Grooming Reminder Flows
    • Customer Reactivation (Win-Back)
    • Subscription & Membership Communications
    • Review & Referral Campaigns
  • Develop and manage advanced customer segmentation based on behavior, appointment history, engagement, and lifecycle stage.
  • Continuously test and refine messaging, timing, frequency, offers, and creative to improve performance.
• Campaign Execution
  • Create, build, test, and launch ongoing email and SMS campaigns that drive bookings and customer engagement.
  • Write clear, compelling, customer-centric copy aligned with the Barkbus brand voice.
  • Design mobile-first, high-converting emails in Klaviyo using best practices for layout, accessibility, and deliverability.
  • Ensure all campaigns and automations are thoroughly QA'd before launch.
• Analytics & Optimization
  • Monitor, analyze, and optimize lifecycle performance across key metrics, including:
    • Appointment bookings
    • Customer retention and repeat booking rate
    • Subscription engagement
    • Customer reactivation
    • Email- and SMS-attributed revenue
    • Open, click-through, and conversion rates
    • Deliverability and send reputation
  • Run A/B tests on subject lines, content, offers, timing, and segmentation.
  • Build recurring performance reports and provide clear, actionable recommendations.
• Platform & Data Management
  • Own and maintain Barkbus' Klaviyo account.
  • Build and manage dynamic lists, advanced segments and event-based triggers.
  • Ensure accurate customer data, event tracking, and integrations.
  • Maintain strong list hygiene and deliverability best practices.
• Compliance
  • Ensure all email and SMS programs comply with CAN-SPAM, TCPA, and industry best practices.
  • Proactively monitor deliverability and sender reputation.

Qualifications

• 3+ years of hands-on experience managing email and SMS marketing in Klaviyo.
• Proven experience building and optimizing automated lifecycle marketing programs.
• Strong understanding of lifecycle marketing, retention strategy, and customer segmentation.
• Experience designing responsive, conversion-focused emails within Klaviyo.
• Demonstrated ability to analyze campaign performance data to drive continuous improvement.
• Excellent copywriting and communication skills.
• High attention to detail with rigorous QA standards.
• Ability to work independently and manage multiple initiatives simultaneously.

Preferred

• Experience with subscription-based or recurring service businesses.
• Familiarity with A/B testing frameworks and experimentation best practices.
• Basic HTML/CSS knowledge for email customization.

Engagement Details

• Position Type: Fractional Independent Contractor
• Time Commitment: Approximately 25-30 hours per week
• Location: Fully remote (global candidates welcome)
• Language: Fluent written and spoken English required
• Availability: Significant overlap with U.S. Eastern Time business hours
• Compensation: $35-45/hr DOE

Equal Opportunity Employer

Barkbus is committed to a diverse and inclusive workplace. We do not discriminate based on race, color, religion, sex, national origin, age, disability, genetic information, sexual orientation, or any other characteristic protected by law.