Lifecycle Marketing Manager

This is a highly execution-oriented fractional role. We are looking for someone who can both develop the strategy and personally execute it.

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What You'll Own

​Lifecycle Marketing & CRM

Own the company's user lifecycle from signup through activation, booking, retention and reactivation. Responsibilities include:

• Map the parent and sitter customer journeys and identify the most important opportunities to improve activation and retention.
• Build, manage and optimize lifecycle campaigns in Customer.io across email, push notifications and SMS.
• Develop onboarding and activation journeys for new parents and sitters.
• Build behavioral and event-triggered communications based on actions users take—or don't take—in the app.
• Develop campaigns designed to drive first bookings, completed bookings, repeat bookings and reactivation.
• Create audience segments based on user behavior and lifecycle stage.
• Write and edit clear, compelling lifecycle copy consistent with the company's brand.
• Develop an ongoing experimentation roadmap for messaging, timing, channels and calls to action.
• Monitor campaign and funnel performance and continuously improve lifecycle programs.
• Work with product/engineering as needed to identify missing events, attributes or triggers required for effective lifecycle campaigns.

​Customer Research & Insights

Own a continuous customer feedback program that helps the company understand its users. Responsibilities include:

• Regularly identify and recruit parents and sitters for customer interviews.
• Personally conduct user interviews by phone or video.
• Develop interview guides designed to uncover motivations, friction points and unmet needs.
• Speak with different user cohorts, including users who signed up but never booked, attempted to book but did not complete a booking, completed their first booking, became repeat users, and became inactive.
• Conduct surveys when appropriate.
• Organize qualitative feedback and identify recurring themes and patterns.
• Develop a regular Voice of the Customer summary highlighting what we're hearing, what it means and recommended actions.
• Translate customer insights into specific recommendations for lifecycle communications, product improvements, onboarding, positioning and marketing.

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What We're Looking For

The ideal candidate is both analytical and highly comfortable talking directly with customers. You should have:

• 4+ years of experience in lifecycle marketing, CRM, retention, growth marketing, customer engagement or a related field.
• Hands-on experience building automated lifecycle journeys—not simply developing strategy for others to execute.
• Experience with Customer.io strongly preferred. Experience with Braze, Iterable, Klaviyo, HubSpot or similar platforms is relevant.
• Experience with behavioral segmentation and event-triggered communications.
• Experience across email and preferably push notifications and SMS.
• Strong copywriting and communication skills.
• Experience conducting customer interviews or qualitative user research.
• Ability to synthesize qualitative and quantitative information into clear recommendations.
• Strong analytical instincts and comfort working with funnel and behavioral data.
• Experience with consumer mobile apps, marketplaces or early-stage startups strongly preferred.
• Ability to work independently and move quickly without a large team or significant process around you.

Ultimately, success means helping the company better understand its users and increasing the percentage of acquired users who become active, booking and repeat-booking customers.

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Tools

Our current stack includes Customer.io, Segment, Amplitude, Metabase, PostHog, Appsflyer, Twilio and other analytics and marketing tools. Experience working with product events, user attributes and behavioral data is important. You do not need to be an engineer, but you should be comfortable working with technical teams and troubleshooting lifecycle campaigns.

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How to Apply

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