Lifecycle Marketing Manager

LearningSpring is The School Choice Management Platform that helps states, schools, families, SGOs, and providers run modern education freedom programs with clarity and accountability. It unifies school discovery, eligibility, applications, payments, and compliance, enabling partners to operate ESA, voucher, and tax credit scholarship programs at scale on a single platform. LearningSpring's solutions, including the School Choice Marketplace, Education Freedom Wallet™, Federal Tax Credit Management, and complete School Choice Management for States, help families find their best-fit learning options, help schools and SGOs steward scholarships responsibly, and help states deliver transparent, auditable programs. Founded by parents, policy experts, and technologists, LearningSpring is building the trusted backbone for modern school choice: empowering families, supporting state leadership, and driving equity and quality across K–12 education. Position Overview We are seeking a strategic, data-driven, and execution-oriented Lifecycle Marketing Manager to lead the development and optimization of customer engagement strategies across email, SMS, and in-product messaging channels. This leader will support the end-to-end customer lifecycle journey – from awareness and acquisition through activation, adoption, retention, renewal, and expansion – across multiple education-focused audience segments, including families, schools, district decision-makers, Scholarship Granting Organizations (SGOs), and education providers and vendors. The ideal candidate is experienced in strategy and execution of marketing automation, customer marketing, customer journey orchestration, segmentation strategy, and lifecycle optimization. This individual will create, configure, draft, test, and optimize multi-channel messaging programs that drive measurable engagement, conversion, retention, and customer value. Key Responsibilities Drive the company’s lifecycle marketing strategy across email, SMS, and in-product communication channels. Design and execute customer journey orchestration strategies that move audiences through key lifecycle stages, including awareness, acquisition, onboarding, activation, adoption, upgrade, renewal, and retention. Build, test, and optimize scalable automated marketing programs, nurture campaigns, triggered messaging, and behavior-based communications. Develop education-forward segmentation and personalization strategies tailored to diverse audiences, including families, school administrators, district leaders, SGOs, and education providers and vendors. Create and manage lifecycle campaigns supporting: Cold outreach and awareness generation Account creation and onboarding Product education and feature adoption Upgrade and expansion opportunities Renewal and retention initiatives Re-engagement and win-back campaigns Partner cross-functionally with Product, Sales, and Customer Success teams to align messaging strategies with business goals and customer needs. Be an expert in national education policy updates, partnering with content teams to craft high-performing, multimedia educational messaging. Manage multiple marketing automation platforms, event tracking, and customer data workflows to ensure accurate targeting, trigger logic, and campaign execution. Establish experimentation frameworks, including A/B testing, multivariate testing, and iterative optimization strategies. Analyze campaign performance metrics and customer behavior data to identify insights and improve lifecycle conversion rates. Develop and maintain cross-audience customer communication calendars, lifecycle maps, and messaging governance standards. Ensure compliance with email, SMS, and data privacy regulations and best practices. Multi-audience lifecycle marketing strategy and roadmap aligned to company and audience growth objectives. Multi-channel customer journey frameworks and orchestration plans. Automated nurture and onboarding campaign sequences. Upgrade, renewal, retention, and re-engagement lifecycle programs. Audience segmentation models and personalization strategies. Messaging architecture and communication cadences across customer segments. Campaign copy and content for email, SMS, and in-product messaging experiences. KPI dashboards and performance reporting for lifecycle initiatives. A/B testing plans, experimentation results, and optimization recommendations. Marketing automation workflows, trigger configurations, and operational documentation. Customer adoption and feature utilization campaigns tied to product engagement goals. Cross-functional lifecycle campaign launches supporting product releases and business initiatives. Required Qualifications 5+ years of experience in lifecycle marketing, CRM marketing, customer marketing, retention marketing, or marketing automation roles. Proven experience building and scaling lifecycle marketing programs across email, SMS, and in-product channels in a small, hands-on, agile team environment. Deep expertise with marketing automation and customer engagement platforms (e.g., HubSpot, Marketo, Braze, Iterable, Zendesk, Customer.io, Salesforce Marketing Cloud, Pardot, or similar tools). Strong understanding of customer journey orchestration, behavioral targeting, segmentation, and personalization best practices. Experience developing campaigns that support customer acquisition, onboarding, activation, retention, and expansion objectives. Exceptional written communication and copywriting skills with the ability to tailor messaging to multiple audience types and messaging styles. Strong analytical mindset with experience interpreting campaign data and optimizing performance against KPIs. Experience managing customer lifecycle metrics, including conversion, activation, engagement, retention, churn, renewal, and customer lifetime value. Ability to manage multiple campaigns and multiple audience priorities in a fast-paced, cross-functional environment. Familiarity with CRM systems, customer data platforms (CDPs), and customer analytics tools. Demonstrated ability to translate business goals into scalable lifecycle marketing programs. Proven track record of hiring and building high-performing lifecycle marketing teams. Experience working in at least two of the following industries: education technology (EdTech), SMB SaaS, consumer subscription models, two-sided digital marketplaces. Preferred Qualifications Experience marketing to schools, districts, education administrators, families, or nonprofit organizations. Familiarity with Scholarship Granting Organizations (SGOs), education funding ecosystems, or school choice programs. Experience with in-product messaging and product-led growth strategies. Knowledge of customer data architecture, event tracking, and lifecycle attribution modeling. Experience leading or mentoring lifecycle marketing teams. Familiarity with HTML/CSS for email editing and QA workflows. Experience integrating lifecycle marketing with customer success and product adoption initiatives. Advanced knowledge of experimentation methodologies and customer engagement optimization. Experience building reporting frameworks and executive-level performance presentations. How to Apply Please send your resume to View email address on click.appcast.io with the title of the role you are applying for in the subject line. Physical Requirements Sitting or standing: The ability to remain in a stationary position for extended periods. Using hands and fingers: The ability to operate standard office equipment and keyboards. Close visual acuity: The ability to see clearly at close distances, which is crucial for computer work. Key Performance Indicators Multi-audience, cross-channel message open, click-thru, and engagement rates Return log-ins, new feature adoption and utilization, monthly active users (MAUs) Outreach conversion rates and multi-audience lead and qualified lead generation Automated renewal conversion Premium adoption and utilization metrics For individuals hired to work in Colorado, LearningSpring is required by law to include a reasonable estimate of the compensation range for this role. This compensation range is specific to the State of Colorado and includes the range of factors considered in making compensation decisions, including but not limited to skill sets, experience and training, certifications, etc. Colorado Pay Range The anticipated salary range for this role is $85,000 - 125,000 annually, depending on years and level of experience of the candidate. Final compensation will be determined based on a variety of factors, including relevant experience, skills, education, and past performance. In addition to base salary, this position may also be eligible for a variable bonus and equity. Our benefits include Competitive Medical, Dental, and Vision coverage A robust list of paid holidays Application Deadline This position will be an ongoing recruitment process and will open until filled. Visa Restrictions No visa sponsorship is available for this position. Pre-employment Screenings Employment with LearningSpring is contingent upon the satisfactory completion of several pre-employment requirements, including a background check and a professional reference check. LearningSpring, Inc. does not discriminate in employment opportunities or practices based on race, color, creed, sex, gender, gender identity or expression, pregnancy, childbirth or related medical conditions, religion, veteran and military status, marital status, registered domestic partner status, age, national origin or ancestry, physical or mental disability, medical condition (including genetic information or characteristics), sexual orientation, or any other characteristic protected by applicable federal, state, or local laws. #J-18808-Ljbffr LearningSpring.com