Lifecycle Marketing Manager
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Job Description
Lifecycle Marketing Manager owning CRM migration, segmentation, and lifecycle campaigns for Scenthound’s membership-based dog-care franchise. Driving retention, membership growth, and customer LTV across email, SMS, and push.
Responsibilities:
- Lead project management of Scenthound's migration to a new CRM platform from requirements through build, testing, launch, and post-launch optimization
- Coordinate stakeholders across Marketing, Product, Technology, and Operations
- Manage the new CRM vendor relationship and oversee data migration and rebuilding of journeys, segments, and templates
- Own email, SMS, and push notification lifecycle strategy from acquisition through retention, loyalty, and win-back
- Design, build, and launch automated lifecycle journeys, including onboarding, post-purchase, abandoned flows, re-engagement, loyalty/VIP, and win-back
- Develop segmentation and audience-building strategies based on member behavior, purchase history, engagement signals, and lifecycle stage
- Define and manage A/B and multivariate testing across messaging, timing, creative, offers, channels, and journey touchpoints
- Monitor and improve deliverability, list health, opt-out rates, spam complaints, and list hygiene
- Build performance reporting across lifecycle KPIs and present insights to the Director of Digital Marketing
- Analyze platform analytics, behavioral data, cohort performance, funnels, and lifecycle KPIs to identify trends and growth opportunities
- Collaborate with Product on in-app messaging, member experience, and feature launches
- Support web experience management, including landing pages, conversion flows, and content updates
- Ensure digital touchpoints are consistent, on-brand, and optimized
- Collaborate with Marketing, Product, Operations, Technology, corporate stakeholders, agency partners, and franchise owners
- Create franchisee-friendly toolkits and assets from corporate campaign strategy
- Assist the Director of Digital Marketing with paid media initiatives, agency coordination, SEO, reporting, budget tracking, and strategic presentations
Requirements:
- 5+ years of hands-on experience in lifecycle marketing, CRM, or email/SMS marketing with a proven track record driving revenue, retention, and customer LTV
- Deep expertise in audience segmentation and list strategy
- Data-driven approach and ability to independently analyze data
- Proven ability to design and execute automated lifecycle flows across email, SMS, and push
- Retail or consumer brand background
- Strong understanding of email/SMS compliance: CAN-SPAM, TCPA, CCPA, GDPR, and consent best practices
- Ability to manage multiple channels and programs simultaneously
- Strong communication skills with corporate stakeholders and franchise owners
- Self-starter mentality
- Proficiency with at least one major ESP/CRM platform, such as Klaviyo, Cinch, Braze, Customer.io, Salesforce Marketing Cloud, or Iterable
- Basic HTML/CSS for email template editing
- Experience in a multi-location, franchise, or membership/subscription business environment
- Snowflake or similar data warehouse experience; SQL proficiency for custom audience building and funnel analysis
- Familiarity with Looker, Google Analytics, or similar analytics platforms
- Experience supporting paid media strategy or agency relationships
- Track record of building structured experimentation frameworks and iterating based on results
Benefits:
- Health insurance with company contribution
- Dental insurance
- Vision insurance
- Paid time off
- Company Paid Life and Disability
- 401k plan with company match
- Free grooming services for your dog
- Energetic, fun, loving work environment
- Unlimited growth potential with an expanding business
- In-house training
- Clear career path
- Attainable advancement
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