Manager, Lifecycle Marketing

Department: DTC

Reports To: Director, Digital Acquisition & Email

Position Summary

The Manager, Lifecycle Marketing owns a high-performing program that drives customer retention, engagement, and long-term revenue. This role leads strategic co-development and management of the email and SMS roadmap — encompassing performance analysis, vendor management, test-and-learn frameworks, segmentation, flows, campaigns, and forms. The ideal candidate brings deep Klaviyo expertise, a data-driven mindset, and the cross-functional fluency to connect channel performance to broader acquisition and retention goals. This person will build a program that engages customers at the right time with the right message to improve file health and productivity.

Essential Duties and Responsibilities

• Own and drive the email and SMS roadmap, setting quarterly priorities across campaigns, flows/automations, segmentation, forms, and list health — with a clear focus on increasing program velocity and productivity.
• Manage and mentor a Lifecycle Marketing Specialist, providing strategic direction, reviewing executional output, and developing their skills.
• Build a structured test-and-learn program from the ground up in coordination with analytics counterparts — establishing hypotheses, testing cadences, and a documentation framework to systematically improve performance across subject lines, content, timing, segmentation, and offers.
• Co-author and lead SMS strategy — moving the program beyond broadcast sends toward personalized, behavior-triggered, and journey-based touchpoints.
• Own channel reporting: develop recurring performance reviews, engagement, revenue attribution, and list health, translating data into clear leadership recommendations.
• Manage Klaviyo and ancillary vendors — contract renewals, feature evaluation, integrations, and ensuring full platform utilization.
• Partner with Acquisition, Creative, Brand, Analytics and Digital Experience teams to align on customer journey strategy, ensuring email and SMS extend LTV of paid-acquired customers.
• Drive list hygiene improvements and segmentation sophistication — including suppression logic, re-engagement flows, and audience health protocols to stabilize and grow the subscriber file.
• Stay current on deliverability best practices, platform updates, and channel benchmarks.

What you should show up ready to teach anyone on your first day…

• How to build a test-and-learn framework in Klaviyo — from structuring A/B tests to documenting results and cascading learnings program-wide.
• SMS compliance, segmentation, and message strategy, including how to evolve from a one-size-fits-all approach to behavior-triggered personalized journeys.
• How email and SMS drive LTV and how to measure cross-channel impact.
• How to diagnose list health: deliverability fundamentals, suppression strategy, sunset policies, and re-engagement flow design.
• How to build channel reporting that goes beyond opens and clicks — including revenue attribution, flow performance, and segment-level engagement trends.

Within your first month, you’ll…

• Learn the brand, business, and start building key relationships with cross-functional partners
• Audit the email and SMS program — flows, campaign cadence, segmentation, forms, list health, and Klaviyo setup — and present findings with prioritized recommendations to leadership.
• Establish a working rhythm with the Lifecycle Marketing Specialist: define roles, workflows, and a feedback loop for executional output.
• Identify and begin implementing quick wins in flows and campaigns (broken automations, missing sequences, segmentation gaps).
• Align with cross-functional stakeholders on acquisition trends, customer profiles, and cross-channel handoffs.
• Launch a high-impact test and learn framework, establishing the template and process for ongoing, experimentation and results documentation.

Within your first year, you’ll…

• Deliver measurable improvement in core KPIs inclusive of list growth/stabilization, revenue per recipient, flow-attributed revenue, and SMS engagement
• Embed a comprehensive test-and-learn program into the team's operating rhythm with documented, actionable learnings produced on a regular cadence and regularly shared.
• Significantly reduce reliance on daily batch campaigns by building a library of triggered, personalized flows that generate revenue with less manual effort.
• Elevate SMS to a meaningful revenue and retention channel with a full journey strategy, audience segmentation, and performance benchmarks.
• Complete the transactional email migration evaluation and, if approved, lead the Klaviyo consolidation to enable more sophisticated customer-level analytics.

Education and Experience

• Bachelor's degree in Marketing, Business, Communications, or related field; equivalent experience considered.
• 5+ years in email marketing with at least 2 years in strategy or management capacity; hands-on Klaviyo experience strongly preferred.
• Subscription experience or long product lifecycle experience preferred
• Demonstrated experience owning email and SMS at a DTC or e-commerce brand, with a track record of improving program performance through testing, segmentation, and automation.

Qualifications

Required:

• Demonstrated experience auditing, analyzing, and activating plans that delivered tangible customer and business improvement
• Demonstrated experience and deep understanding of email deliverability, list hygiene, and compliance requirements (CAN-SPAM, TCPA, CTIA, MPP)
• Expert-level Klaviyo proficiency — flows, segmentation, forms, integrations, and reporting; Klaviyo certification a plus.
• Strong analytical skills: build and interpret performance reports, diagnose issues, and make data-driven decisions including revenue attribution and multi-touch analysis.
• Experience managing or mentoring direct reports — delegate execution while maintaining strategic ownership and quality standards.
• Cross-functional collaborator who can work effectively with multiple stakeholders and navigate ambiguity
• Highly organized project manager capable of driving multiple workstreams simultaneously
• Clear, confident communicator who can present performance and strategy to senior leadership concisely and compellingly.