Lifecycle Marketing Commerce Senior Manager

Requirements 8+ years in lifecycle or retention marketing
Experience supporting limited releases or event-based product launches
Understanding of how lifecycle strategy impacts sell-through and inventory risk
Comfortable owning revenue and performance KPIs
Strong grasp of ecommerce fundamentals (conversion, AOV, sell-through, margin sensitivity)
Experience operating in fast-moving launch environments with fixed deadlines
Hands‑on experience with lifecycle marketing platforms (e.g., Braze or similar)
Experience building behavioral segmentation strategies tied to purchase history, fandom affinity, and drop participation
Experience partnering closely with Merchandising, Planning, Brand, Creative, and Analytics
Ability to align lifecycle programs with buy quantities, pricing tiers, and assortment strategy
What the job involves We’re looking for a Lifecycle Marketing Senior Manager to architect and execute the lifecycle strategy that powers our product drops
This role owns how fans experience each drop — from anticipation to launch‑day conversion and post‑drop re‑engagement. You will design structured, repeatable lifecycle programs that maximize sell‑through, drive revenue velocity within compressed launch windows, and increase repeat participation across future drops
You’ll partner closely with Merchandising, Product Development, Brand, Analytics, and Operations to ensure lifecycle strategy supports buy quantities, margin targets, and sell‑through goals — while preserving the premium positioning of the business
You will report into the Director of Lifecycle Marketing, Global Flywheel and serve as the lifecycle lead for the drops business
Own Lifecycle Strategy for Drop‑Driven Commerce
Design lifecycle programs specifically built for limited‑release, time‑bound drops — supporting both fan engagement and disciplined commercial outcomes
Build Structured Launch Playbooks
Develop repeatable frameworks for: Tease and anticipation‑building
Audience priming and demand shaping
Launch‑day orchestration
Sell‑through acceleration
Post‑drop re‑engagement and next‑drop priming

Drive Sell‑Through & Revenue Velocity
Align lifecycle programming with: SKU‑level performance goals
Buy quantities and inventory risk
Margin and pricing strategy
Assortment roles (hero, volume driver, entry point)

Support Premium Brand Positioning
Ensure lifecycle messaging protects long‑term brand trust while driving short‑term performance and reflects: Product quality
Limited availability
Cultural relevance
Elevated storytelling
Market Authentically to Fandom

Develop lifecycle strategies that speak to anime fans as collectors, community members, and cultural participants — not just shoppers
Ensure each drop feels like a meaningful fan moment, even when not tied to a specific franchise release
Balance cultural credibility with disciplined commercial performance, driving both fan excitement and sell‑through
Establish Performance Frameworks
Define and track metrics specific to drop commerce, including: Revenue velocity during launch windows
Sell‑through by segment
Repeat drop participation rate
Incremental revenue contribution from lifecycle programming
AOV and conversion rate during drop windows

Lead Post‑Drop Retrospectives
Partner with Merchandising and Analytics to: Review drop performance
Assess segmentation effectiveness
Identify segmentation and cadence learnings
Translate insights into refined lifecycle strategies for future launches

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