Sr. Manager, Lifecycle Marketing and Engagement

We’re hiring a Senior Manager, Lifecycle Marketing & Engagement to own and execute our end-to-end customer lifecycle strategy across our extensive database. In this role, you will be responsible for driving customer retention, keeping our community activated and engaged throughout their journey, and maximizing lifetime value across all touchpoints. The ideal candidate brings a blend of data-driven strategy, CRM expertise (Email/SMS), and a deep understanding of high-touch, service-oriented customer journeys to deliver personalized, impactful messaging throughout the user lifecycle. In this role, you will act as a key driver of retention and engagement, working cross-functionally with growth, product, and customer experience teams to build best-in-class lifecycle programs. You will bring rigor to our lifecycle marketing efforts, focusing on automated CRM flows, customer segmentation, onboarding optimization, and re-engagement campaigns. Your primary focus will be nurturing leads and active clients, reducing churn, and maximizing long-term engagement across high-touch digital and human service experiences. What You’ll Own Own the end-to-end lifecycle marketing strategy across email, SMS, push, and in-app channels to drive conversion, retention, and reactivations. Design, build, and optimize customer journeys across onboarding, active engagement, renewal, and win-back flows. Develop advanced customer segmentation models based on user behavior, preferences, and engagement levels to deliver highly personalized communications. Establish a rigorous A/B testing and experimentation framework for lifecycle channels to optimize send times, messaging, creative, and offer strategies. Monitor, measure, and report on key lifecycle metrics including email/SMS conversion rates, retention, LTV, churn rate, and repeat engagement. Partner with Product, Product Marketing, and Matchmaking teams to ensure seamless customer handoffs and messaging alignment across digital and human interactions. Manage and optimize our CRM tech stack (e.g., Braze, Customer.io, Klaviyo, Segment) to build scalable, automated campaign infrastructure. Establish deliverability, list hygiene, and compliance standards across email and SMS channels. What You’ll Do Build automated, event-triggered lifecycle programs that deliver relevant messaging at critical customer inflection points. Collaborate with creative, copy, and design partners to produce compelling lifecycle assets and campaign content. Analyze funnel metrics and drop-off points to identify high-impact opportunities for retention and repeat booking optimization. Execute continuous A/B tests across subject lines, content formats, timing, and segmentation to continuously improve performance. Maintain a lifecycle experimentation roadmap and present key insights and performance updates to leadership. What We’re Looking For 5+ years of experience in lifecycle marketing, CRM, or customer retention roles with a strong track record of driving engagement and lifetime value. Experience in high-touch, subscription, or matchmaking/service-oriented platforms where online touchpoints blend with personalized service. Deep technical knowledge of enterprise CRM platforms (ideally Customer.io or equivalent experience, Braze, Klaviyo) and analytics/data tools (e.g., Segment, Amplitude, Looker). Demonstrated expertise in email/SMS deliverability best practices, list management, and customer journey mapping. Strong analytical mindset with the ability to turn complex behavioral data into targeted, effective lifecycle strategies. Excellent cross-functional collaborator with strong written and verbal communication skills. Self-starter comfortable taking full ownership of lifecycle programs in a fast-paced, growth-oriented environment.