Senior Lifecycle Marketing Manager

Why this role

As Senior Lifecycle Marketing Manager, you’ll own the owner lifecycle program end-to-end: the strategy, the journeys, the platform, and the results. In your first year, you’ll consolidate our sending onto Customer.io, map and rebuild the journeys for each owner segment, and turn a set of disconnected sends into a measured system that drives two key metrics: qualified lead conversion and six-month owner retention. This is an owner-operator role. You’ll be as comfortable building and debugging a journey in the platform and writing email copy as you are presenting strategy to leadership. We are looking for a senior individual-contributor on a small, flat team where you’ll lead through clarity and evidence rather than headcount.

What you’ll do

Lifecycle Strategy & Journeys

• Own owner lifecycle marketing end-to-end—every scheduled and triggered message an owner receives, from their first information request through onboarding, their first 180 days, and beyond.
• Audit all current and planned communications, converting findings into mapped, segment-specific journeys. Our Core, Plus, and Pro owners run distinct operations and require tailored engagement—Pro in particular needs a newly defined journey.
• Expand lifecycle channels beyond email and SMS. In-product nudges, push notifications, help content, and timed sales or onboarding touchpoints should all form a cohesive journey.

Platform & Infrastructure

• Lead the migration of owner communications from legacy platforms to Customer.io, establishing build standards and governance to prevent future fragmentation.
• Build segmentation and triggers based on real-time behavior and performance signals (e.g., owner actions, listing status, drop-off points) rather than fixed send calendars.

Pre-Activation Nurture & Recovery

• Manage pre-activation nurture and recovery, including post-information-request sequences, abandoned-lead recovery, re-engagement for unclosed sales leads, and targeted outbound campaigns.
• Optimize conversion across under-engaged lead segments, ensuring structured touchpoints exist long after initial contact.

Analytics & Optimization

• Drive core performance metrics, balancing lifecycle’s contribution to qualified lead conversion with 180-day owner retention.
• Design and run A/B tests with a stated hypothesis and a decision attached to the result, and be clear about what you learned and what you’re testing next.

Cross-Functional Partnership

• Partner cross-functionally with sales, product, onboarding, support, and analytics to translate complex operational updates into clear owner communications.

What makes you a great fit

• 7+ years of experience in lifecycle, CRM, or retention marketing for consumer or prosumer audiences, with proven ownership of multi-stage journeys.
• Hands-on expertise with enterprise marketing automation platforms (Customer.io, Braze, Iterable, Marketo, or similar), including building, deploying, debugging, and optimizing journeys directly.
• Proven track record of accountability for revenue, conversion, or retention targets driven by lifecycle initiatives.
• Experience auditing and consolidating fragmented communication systems into a single platform and coherent architecture.
• Strong analytical mindset with experience segmenting audiences, analyzing cohort/journey performance, and executing hypothesis-driven A/B tests.
• Exceptional copywriting skills, with the ability to write clear, engaging, human-sounding content tailored to business owners.
• Experience marketing to small business owners or prosumer segments.
• AI-native workflow—proficiency using modern tools (e.g., Claude) to enhance research, drafting, and analysis capabilities.

Preferred but not required

• Lifecycle experience spanning pre-purchase prospect nurture through post-purchase retention.
• Familiarity with Customer Data Platforms (CDPs) and collaborating with data engineering teams on event definitions and identity resolution.
• Background in marketplaces, hospitality, travel, real estate, or financial services (short-term rental or property management experience is a plus).
• Experience managing multi-channel surfaces alongside email and SMS, including in-product messaging and push notifications.
• Basic design skills or proficiency in tools like Canva or Figma for rapid asset creation.