Senior Lifecycle Strategy Manager
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Job Description
Senior Lifecycle Strategist architecting end-to-end member journeys for Life360's ecosystem of people, pets, and things. Focusing on behavioral engineering, orchestration logic, and experimentation design.
Responsibilities:
- Design Master Journey Blueprints
- Define customer needs, map journey logic, and set experimentation hypotheses for all new and evergreen lifecycle programs
- Architect complete lifecycle journeys across device-first and app-first experiences for our global audience (onboarding, engagement, monetization, retention, winback)
- Contribute to building global master blueprints and reusable, modular content templates for adoption across markets
- Identify behavioral triggers, inflection points, and moments that matter in the member experience
- Drive Experimentation & Causal Analysis
- Partner with Growth Data Scientists and Analysts to design rigorous test methodologies with clear hypotheses and success metrics
- Translate causal analysis results (LTV impact, incrementality) into new global "recipes" that can be scaled
- Own an aggressive testing roadmap (10+ experiments per quarter) focused on learning and optimization
- Interpret results through the lens of Customer Lifetime Value (LTV) and Average Revenue Per User (ARPU) drivers
- Refine System Logic & Orchestration
- Collaborate with Orchestration Managers, System Specialists, and MarTech Analysts to optimize automation systems
- Ensure data quality, improve agentic decisioning logic, and refine behavioral trigger accuracy
- Design cross-channel orchestration across email, push, in-app, SMS, and web, ensuring cohesive, non-duplicative messaging
- While not a core tenant of the role, you will own and build flows in our CEP in the near term (Braze)
- Define MarTech Requirements & Governance
- Contribute to defining requirements for MarTech/CDP stack evolution
- Own the canonical audience taxonomy and segmentation frameworks
- Enforce technical governance to ensure global scalability and data integrity
- Build Personalization Frameworks Through Insights
- Independently analyze member behavior using analytics platforms (Amplitude, Tableau, Looker) to identify opportunities and diagnose problems
- Synthesize quantitative data, qualitative feedback, and behavioral signals into actionable insights
- Design audience segmentation strategies that balance scale with relevance
- Partner with Data Science to define and operationalize propensity models for targeting, suppression, and decisioning
- Collaborate Cross-Functionally
- Partner with Product, Data Science, Analytics, and Engineering to shape member experiences
- Work with Marketing Ops to translate strategic blueprints into executable automation workflows
- Collaborate with Product Marketing and Experience Design on lifecycle architecture and messaging frameworks
- Influence product roadmaps based on lifecycle insights and member needs
- Own Business Outcomes
- Drive measurable impact on key metrics: retention, LTV, conversion, engagement
- Connect journey design directly to business goals through rigorous measurement of incrementality and causal impact
- Report on performance, diagnose underperformance, and iterate quickly.
Requirements:
- 8+ years in lifecycle marketing, growth marketing, CRM, or related fields with a focus on strategy and orchestration (not solely execution)
- Proven track record designing and scaling automated lifecycle journeys in consumer subscription or membership businesses; bonus points for e-commerce experience
- Deep understanding of marketing automation platforms (Braze, Iterable, Salesforce Marketing Cloud) and how to architect logic within them
- Proven experience in journey mapping
- Demonstrated success in being a part of a transformation or evolution from manual to automated program
- Strong portfolio of measurable business outcomes driven by lifecycle strategy.
- Advanced understanding of Customer Lifetime Value (LTV) and Average Revenue Per User (ARPU) drivers
- Rigorous experimentation mindset with experience in causal inference, incrementality testing, and statistical significance
- Fluent in analytics tools (Amplitude, Tableau, Looker) – you pull your own data and don't wait for others
- Can diagnose why metrics moved, isolating variables, accounting for seasonality, distinguishing correlation from causation
- Translate complex data into clear, compelling strategic narratives that drive action.
- Think in systems and logic trees – you design "if/then" programmatic decision flows that scale
- Understand behavioral triggers, timing, and context in determining next best actions
- Design segmentation and personalization frameworks that enable autonomous decisioning
- Cross-channel orchestration mindset, designing experiences that span multiple surfaces seamlessly
- Balance nurture (relationship-building) with conversion (driving action)
- Excellent communicator who can influence without authority
- Comfortable having peer-level conversations with Data Science, Product, Engineering, and MarTech teams
- Can translate technical complexity into clear strategic narratives for leadership
- Teach and elevate others: you raise the bar for lifecycle thinking across the organization.
Benefits:
- medical, dental, vision, financial, and other benefits
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