Lifecycle Marketing Manager – Retention

About the Role

We're looking for a Lifecycle Marketing Manager focused on Retention to own the customer journey after acquisition.

This person will build and optimize automated lifecycle campaigns across email, SMS, and other owned channels to increase engagement, retention, subscription renewals, and lifetime value.

You'll work closely with Growth, Product, Creative, Data, and Clinical Operations to ensure patients receive timely, personalized, and high-converting communications throughout every stage of their journey.

This is a highly analytical and hands-on role where experimentation, segmentation, automation, and continuous optimization are expected.

Key Responsibilities

• Own the end-to-end lifecycle marketing strategy across email, SMS, and CRM channels.
• Build, launch, and optimize automated customer journeys including:
  • Welcome
  • Onboarding
  • Activation
  • Post-purchase
  • Subscription renewal
  • Replenishment
  • Win-back
  • Reactivation
  • Referral
  • Loyalty
• Develop sophisticated audience segmentation using behavioral, transactional, and demographic data.
• Design personalized lifecycle campaigns that improve retention and customer lifetime value.
• Execute A/B and multivariate testing across messaging, creative, timing, offers, and customer journeys.
• Analyze campaign performance and provide actionable recommendations to improve KPIs.
• Partner with Product and Engineering to implement lifecycle triggers and customer events.
• Collaborate with Creative and Copy teams to develop high-converting messaging.
• Monitor customer health metrics and identify opportunities to reduce churn.
• Build dashboards and regularly communicate lifecycle performance to leadership.
• Continuously improve marketing automation workflows and operational efficiency.
• Ensure all communications remain compliant with healthcare marketing regulations and brand guidelines.

Requirements

• 5+ years of experience in Lifecycle Marketing, CRM Marketing, Retention Marketing, or Email Marketing.
• Proven experience managing customer lifecycle programs for DTC, eCommerce, subscription, SaaS, telehealth, or consumer technology companies.
• Strong expertise in customer retention, reactivation, and subscription marketing.
• Hands-on experience building automated lifecycle journeys from scratch.
• Deep understanding of customer segmentation and personalization strategies.
• Strong analytical skills with experience interpreting lifecycle performance metrics.
• Experience designing and executing A/B testing programs.
• Comfortable working cross-functionally with Product, Engineering, Data, and Creative teams.
• Excellent written communication skills with strong attention to customer messaging.
• Highly organized and able to manage multiple campaigns simultaneously.
• Comfortable working in a fast-paced startup environment.

Technical Requirements

Experience with several of the following:

• Klaviyo
• Braze
• Iterable
• Salesforce Marketing Cloud
• Oracle Responsys
• Mailchimp
• Customer.io
• HubSpot
• Google Analytics (GA4)
• Amplitude
• Tableau
• Looker
• SQL (preferred)
• Shopify (preferred)

KPIs

You will be measured on:

• Customer Retention Rate
• Churn Reduction
• Subscription Renewal Rate
• Customer Lifetime Value (LTV)
• Email Revenue
• SMS Revenue
• Reactivation Rate
• Open Rate
• Click-Through Rate
• Conversion Rate
• Deliverability
• Automation Coverage
• Campaign Deployment Speed

Nice to Have

• Experience in telehealth or healthcare.
• Experience with subscription-based businesses.
• Experience marketing regulated products.
• Familiarity with HIPAA-compliant customer communications.
• Experience with loyalty or referral programs.
• Basic SQL knowledge.
• Experience partnering closely with Product teams on lifecycle optimization.

What Success Looks Like

Within your first 90 days, you'll have:

• Audited the existing lifecycle ecosystem and identified the biggest retention opportunities.
• Improved key automated customer journeys.
• Established a testing roadmap for lifecycle optimization.
• Built actionable dashboards to monitor lifecycle performance.
• Partnered with Product and Data teams to improve customer segmentation and personalization.
• Delivered measurable improvements in retention, engagement, and customer lifetime value.