Lifecycle Marketing Manager - Mom and Baby

Accountabilities Own the strategy, execution, and performance of lifecycle marketing campaigns across email, SMS, and MMS channels. Develop and optimize customer journey maps, identifying opportunities to improve engagement, conversion, retention, and overall customer experience. Create and manage automated lifecycle journeys including onboarding, education, conversion, resupply reminders, and cross-sell campaigns. Build segmentation and personalization strategies based on customer behavior, lifecycle stages, and business priorities. Develop compelling lifecycle content and messaging that aligns with brand voice, customer needs, and performance goals. Partner with creative and marketing teams to ensure consistent storytelling across campaigns, landing pages, and broader customer experiences. Manage lifecycle marketing initiatives within Braze or similar platforms, collaborating with technical teams on campaign builds, automation, integrations, and migrations. Define requirements for campaign triggers, tagging, personalization logic, and platform improvements. Establish testing frameworks, including A/B and multivariate testing, to continuously improve campaign performance. Analyze customer behavior, campaign results, and key performance indicators to identify optimization opportunities and recommend data-driven improvements. Track and report lifecycle metrics such as engagement, conversion, customer lifetime value, and campaign effectiveness. Collaborate cross-functionally with Marketing, MarTech, Web Development, Sales Operations, and Consumer Insights teams to align lifecycle programs with business goals. Support customer research initiatives and use insights to improve lifecycle strategies and customer communications. Maintain compliance with privacy standards, healthcare regulations, and patient confidentiality requirements. Requirements Bachelor’s degree in Marketing, Business, or a related field. 4–6+ years of experience in lifecycle marketing, email marketing, SMS marketing, or customer engagement roles, ideally within DTC, ecommerce, consumer health, or wellness industries. Strong understanding of customer journey mapping, lifecycle strategy development, segmentation, and personalization. Hands-on experience with Braze or similar marketing automation platforms such as Iterable or Klaviyo. Proven ability to create compelling email and SMS copy that balances brand storytelling with performance objectives. Experience designing, executing, and analyzing A/B tests or multivariate experiments. Strong analytical skills with the ability to interpret customer behavior, campaign performance, and marketing data using tools such as GA4, Looker, Tableau, or similar platforms. Experience managing marketing technology projects, campaign migrations, and cross-functional initiatives. Strong project management and organizational skills, including experience with tools such as Jira or similar platforms. Excellent attention to detail with a commitment to delivering accurate, high-quality campaigns. Strategic thinker with a hands-on execution mindset and the ability to work independently in a fast-paced environment. Strong collaboration skills with the ability to partner effectively across marketing, technology, creative, and business teams. Ability to handle sensitive customer information responsibly and maintain HIPAA/patient confidentiality standards. Benefits Fully remote work opportunity with flexibility to work from anywhere in the United States. Competitive compensation package with comprehensive benefits. Medical, dental, and vision insurance options. Flexible Spending Account (FSA) and Health Savings Account (HSA) options. 401(k) retirement plan with company match. Paid parental leave, including 12 weeks for birthing parents and 4 weeks for non-birthing parents. Additional family benefits, including fertility support, free diapers, and breast pump benefits. Paid holidays and PTO accrual starting from day one. Employee Assistance Program and wellness resources. Opportunity to make a meaningful impact by supporting families during pregnancy, postpartum, and early parenthood. High-growth environment with opportunities for career development and advancement. Collaborative culture focused on innovation, creativity, and customer impact.