Lifecycle Marketing Manager

Lifecycle Marketing Manager

Friendly Group is looking for a data-driven and highly organized Lifecycle Marketing Manager to lead customer lifecycle campaigns across our portfolio of home service brands for email and direct mail.

This hands-on role will own the execution, measurement, and ongoing improvement of email and direct-mail campaigns and work with the Head of Marketing on planning. The ideal candidate can write compelling customer-facing copy and provide creative direction for effective customer journeys, manage multiple campaigns and vendors, develop targeted audiences, and use performance data to improve bookings, retention, repeat business, and revenue.

What You'll Do

• Manage email and direct-mail campaigns across multiple brands and geographic markets.
• Build campaign calendars aligned with seasonality, service-line priorities, revenue goals, and operational capacity.
• Recommend campaign themes, customer messages, educational topics, promotions, and offers based on business needs and customer behavior.
• Create and edit customer-facing content for email and direct mail, including subject lines, headlines, body copy, calls to action, promotional messaging, service reminders, and educational content.
• Develop creative briefs and work with designers and other marketing team members to bring campaign concepts to life.
• Create and maintain automated email journeys, including:
• Lead nurture and unsold-estimate follow-up
• New-customer and post-service communications
• Seasonal maintenance reminders
• Membership engagement and renewal
• Equipment replacement and cross-service campaigns
• Customer reactivation and win-back programs
• Develop targeted audiences using service history, equipment age, location, membership status, purchase behavior, and customer engagement.
• Manage email setup, testing, quality assurance, scheduling, deployment, deliverability, and list health.
• Oversee direct-mail campaigns from audience selection and creative development through printing, mailing, vendor coordination, and reporting.
• Manage mailing lists, suppression files, deduplication, address quality, production timelines, budgets, invoices, and work with 3rd party vendors.
• Track performance, including response rates, booked and completed jobs, revenue, cost per booking, customer engagement, and return on advertising spend.
• Work closely with creative, content, data, operations, finance, call-center leadership, and local market teams.

What We're Looking For

• Must have four or more years of experience in lifecycle, CRM, email or direct-response marketing.
• Must have hands-on experience managing and creating email campaigns in email platforms and automated customer journeys.
• Strong marketing writing, editing, proofreading, and content-development skills.
• Ability to turn business goals, customer needs, and service information into clear and compelling campaign content.
• Experience managing direct-mail campaigns, vendors, production schedules, audience lists, and performance reporting.
• Strong understanding of segmentation, personalization, automation, testing, attribution, and campaign analysis.
• Strong project-management, communication, proofreading, and organizational skills.
• Ability to manage multiple brands, campaigns, deadlines, and stakeholder needs independently.

Experience with home services, multi-location businesses, Service Titan, MailChimp or similar email platforms, Monday.com or similar project management platforms is preferred.

Please send your portfolio of examples when you apply.