Lifecycle Marketing Manager

Reports To: Senior Manager, Digital & Customer Marketing

About the Role
We are seeking a strategic, detail-oriented, and performance-driven Lifecycle Marketing Manager to lead the execution and optimization of customer lifecycle marketing programs across email and SMS. Reporting to the Senior Manager of Digital & Customer Marketing, this role will own the development of personalized customer journeys that drive acquisition, engagement, retention, and lifetime value.

The ideal candidate is highly analytical, customer-centric, and experienced in lifecycle marketing strategy, marketing automation, segmentation, and performance optimization. They thrive in a fast-paced environment, using data and testing to continuously improve customer experiences and business results.

Key Responsibilities
Lifecycle Marketing Strategy

Develop and execute lifecycle marketing strategies that support customer acquisition, engagement, retention, and loyalty

Own the lifecycle marketing calendar across email and SMS, ensuring alignment with overall marketing initiatives and business objectives

Identify opportunities to improve customer retention, repeat purchase rate, and customer lifetime value through personalized communications

Partner cross-functionally with merchandising, creative, analytics, and marketing teams to deliver cohesive customer experiences

Email & SMS Marketing

Manage the execution of promotional, transactional, and automated email and SMS campaigns in Klaviyo

Build, QA, schedule, and deploy campaigns while ensuring accuracy and best-in-class customer experience

Develop and maintain automated lifecycle flows, including:

Welcome Series

Browse Abandonment

Abandoned Cart

Post-Purchase

Cross-Sell & Upsell

Review Requests

Continuously optimize customer journeys based on customer behavior and campaign performance

Develop customer segmentation strategies to deliver personalized messaging across the customer lifecycle

Execute A/B and multivariate testing across subject lines, messaging, creative, offers, timing, and audience segments

Monitor deliverability, engagement, conversion, and retention metrics to identify optimization opportunities

Implement lifecycle marketing best practices to improve campaign effectiveness and customer engagement

Analytics & Reporting

Track and analyze lifecycle marketing performance using Klaviyo, Tableau, Google Analytics (GA4), and other reporting tools

Monitor key metrics including open rate, click-through rate, conversion rate, revenue per recipient, retention, repeat purchase rate, and customer lifetime value

Develop performance reports and provide actionable insights and recommendations to improve channel performance

Partner with analytics teams to evaluate customer behavior and inform future lifecycle strategies

Qualifications

3–6+ years of experience in lifecycle marketing, CRM marketing, retention marketing, or email marketing

Strong hands‑on experience with Klaviyo or similar marketing automation platforms

Experience managing both email and SMS marketing programs

Proven experience building and optimizing automated customer journeys and lifecycle campaigns

Strong understanding of customer segmentation, personalization, and retention marketing strategies

Experience designing and analyzing A/B tests to drive continuous improvement

Analytical mindset with the ability to interpret data and translate insights into action

Excellent project management and organizational skills with strong attention to detail

Experience collaborating cross‑functionally with creative, merchandising, analytics, and marketing teams

Strategic thinking with strong execution

Exceptional storytelling and brand‑building skills

Deep understanding of consumer behavior and culinary trends

Strong leadership and stakeholder management

High attention to detail and operational excellence

Nice to Have

Experience in DTC or high‑growth e‑commerce environments

Familiarity with customer journey mapping and lifecycle strategy development

Experience with HTML/CSS for email editing and troubleshooting

Knowledge of email deliverability best practices

Experience using Tableau, GA4, or other BI and analytics platforms

Experience leveraging customer data to build advanced segmentation and personalization strategies

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