CRM & Lifecycle Marketing Manager

Lifecycle Marketing Manager

We are looking for a lifecycle marketer who thinks in journeys, not campaigns. As Lifecycle Marketing Manager, you will own the guest journey end to end from the first visit through to routine, habitual visitation and use email, SMS, app push, direct mail, and outbound call campaigns to move guests through it.

This is a builder's role. You will find the opportunity in the data, design the journey that captures it, define the requirements to get it built, launch it, test it, and refine it. You will partner closely with data, IT, and product teams to secure the data and capabilities the program needs, and you will be accountable for the outcome: more visits per guest, shorter gaps between them, and guests who stay with us longer.

A Day in the Life

Own the guest journey

• Map the end-to-end guest journey acquisition, first visit, second-visit conversion, routine visitation, lapse, and win-back and pinpoint where guests fall out and why
• Design, build, and launch always-on lifecycle journeys in HubSpot: welcome and onboarding, first-to-second visit conversion, rebooking and appointment reminders, membership adoption and retention, cadence and replenishment nudges, post-visit follow-up, and lapsed-guest win-back
• Orchestrate across email, SMS, app push, direct mail, and call campaigns selecting the right channel, message, and timing for each moment, and managing contact frequency and fatigue across the full program
• Own the lifecycle roadmap and calendar, prioritizing by size of prize, level of effort, and speed to learning

Bring the analysis yourself

• Size and prioritize opportunities through your own analysis: cohort and retention curves, visit frequency and inter-visit intervals, lifetime value by segment, and channel contribution
• Set the measurement standard: define success metrics for every journey, use holdout and control groups to prove incremental impact, and report on what actually moved the business
• Translate analysis into a clear point of view and a recommended action

Test, learn, and refine

• Run a continuous A/B and multivariate testing agenda across audience, offer, creative, timing, cadence, and channel, with clear hypotheses, sound sample sizes, and clean read-outs
• Maintain a prioritized test backlog and a documented library of results so learnings compound instead of being relearned
• Retire what does not work, scale what does, and revisit mature journeys on a set cadence rather than letting them run on autopilot

Segment with intent

• Establish and evolve a segmentation strategy grounded in behavior, value, and guest mindset, and put it to work in targeting, offer strategy, and creative
• Partner with analytics to develop and act on propensity and lifecycle-stage models churn risk, next-visit likelihood, membership propensity, and reactivation potential
• Personalize at scale through dynamic content, behavioral triggers, and real-time data, and hold the line on relevance as volume grows

Bridge marketing and technical partners

• Translate campaign and journey ideas into clear, buildable requirements events, attributes, integrations, audience syncs, triggers, and acceptance criteria written well enough that engineering can build from them without a translator
• Work with IT, data engineering, web and app product, and vendor partners to scope, sequence, QA, and ship enhancements, and follow through until they are live and working as specified
• Manage agency, vendor, and platform partners to deliver against the program vision on time and on budget

What Sets You Apart

• You are a marketer who can do the analysis yourself. You do not wait in a queue for a data pull to form a point of view. You are an Excel power user pivots, lookups, nested logic, cohort models.
• You think in incrementality. Open rates and click rates are diagnostics, not results. You default to holdouts, control groups, and clean test design, and you can explain the difference between correlation and lift to a non-technical audience.
• You see the whole journey. You can zoom out from a single touchpoint to understand its role in the end-to-end guest experience, and zoom back in to the subject line without losing the thread.
• You know HubSpot deeply. Workflows, lists, custom properties and objects, lifecycle stages, campaign and journey building, integrations, and reporting you have built in it, not just briefed someone who did.
• You come from consumer brands. You have run lifecycle programs at consumer scale, ideally for a business built on repeat visits, memberships, or subscriptions.
• You write requirements people can build from. You are detail-oriented about process and specification, and you follow work through to delivery rather than handing it off and hoping.
• You have a bias to launch. You would rather ship a solid v1 and improve it than perfect a v3 in a deck.
• You protect the guest relationship. You have a considered point of view on contact frequency, consent, and channel etiquette, and you defend it.
• You ask good questions. You approach problems with 360-degree consideration and the tenacity to get to the right answer rather than the fast one.
• You communicate clearly. You can present a test read to executives, brief a creative team, and write a ticket for an engineer in the same afternoon.
• You thrive in motion. You handle multiple projects and deadlines in a fast-moving, evolving organization, and you use resources creatively to unblock yourself.

What Success Looks Like in Year One

• A documented, data-backed map of the guest journey with prioritized opportunities and a roadmap against them
• A set of always-on lifecycle journeys live in HubSpot across email, SMS, app push, direct mail, and call, each with a defined owner metric and a measurement plan
• A functioning test-and-learn cadence with a documented backlog and a library of read-outs the wider team uses
• Reporting the business trusts incremental visits, visit frequency, retention, and revenue attributable to lifecycle, measured against holdouts
• A shipped set of data and platform enhancements you defined, prioritized, and drove to completion with technical partners

Education and Experience

• 57 years in lifecycle, CRM, or retention marketing, with the majority at B2C brands
• Hands-on HubSpot experience required; administrator or architect-level fluency in Marketing Hub strongly preferred
• Demonstrated ownership of a multi-channel lifecycle program email and SMS required; app push, direct mail, or outbound call experience a strong plus
• Advanced Excel required; working proficiency in a data visualization tool such as Tableau, Looker, or Power BI required; SQL a strong plus
• Proven A/B and incrementality testing experience, including test design and interpretation
• Experience building and activating segmentation strategies against behavioral and transactional data
• Experience defining data and technical requirements and partnering with engineering, IT, or product teams to deliver them
• Experience with a CDP, or with standing up or migrating a marketing platform, is a plus
• Experience in a membership, subscription, appointment-based, or high-frequency retail environment is a plus
• Bachelor's degree in marketing, business, analytics, or a related field

Benefits & Perks

We offer a comprehensive benefits package designed to support your health, well-being, financial future, and professional growth.

• Health & Wellness: Medical, Dental, Vision, HDHP with HSA, employer-paid Life Insurance, Disability, Mental Health & EAP benefits
• Financial: 401(k) with Safe-Harbor Matching and additional voluntary benefits, including pet, legal, identity theft, accident, hospital, and critical illness coverage
• Time Off: 17 days of PTO (increases with tenure), 11 paid holidays, paid parental/adoption/foster leave,