Job brief
We are seeking a proactive and analytical Customer Lifecycle Marketing Manager to own our user journey strategy and drive long-term retention. You will have the unique opportunity to build complex automation workflows that impact the experience of our global user base from their first login to becoming long-term power users. Working alongside our product and content teams, you will turn raw user behavior data into highly personalized communication campaigns that directly influence our bottom line. If you are passionate about customer experience and growth marketing, we want you to shape the future of our lifecycle engagement program.
Key highlights
- Design and implement end-to-end lifecycle journeys using marketing automation tools like Braze or Marketo to optimize user onboarding and activation.
- Execute rigorous A/B testing strategies across email, push notifications, and in-app messaging to improve conversion rates and engagement metrics.
- Analyze cohort retention, churn rates, and LTV trends in BI tools like Looker or Tableau to identify opportunities for strategic intervention.
- Collaborate with the product management team to identify key product usage milestones that signal high-intent behaviors for conversion campaigns.
What is a Customer Lifecycle Marketing Manager?
A Customer Lifecycle Marketing Manager is a data-driven strategist responsible for orchestrating the end-to-end journey of users from onboarding to advocacy. By leveraging marketing automation platforms like Braze, Iterable, or HubSpot, the Customer Lifecycle Marketing Manager designs personalized multi-channel campaigns that drive engagement and maximize customer lifetime value (LTV). This role is foundational to sustainable business growth, as they ensure every touchpoint is optimized to reduce churn and increase brand loyalty through targeted segmentation and lifecycle analysis.
What does a Customer Lifecycle Marketing Manager do?
On a typical day, a Customer Lifecycle Marketing Manager builds automated drip campaigns, conducts A/B testing on messaging sequences, and analyzes cohort performance in platforms like Amplitude or Mixpanel. They collaborate closely with product and data teams to trigger behavior-based communications that nudge users toward key conversion milestones. Additionally, they curate content calendars, monitor deliverability rates, and refine churn prevention strategies to ensure the brand remains resonant throughout the entire customer journey.
Key responsibilities
- Design and implement end-to-end lifecycle journeys using marketing automation tools like Braze or Marketo to optimize user onboarding and activation.
- Execute rigorous A/B testing strategies across email, push notifications, and in-app messaging to improve conversion rates and engagement metrics.
- Segment customer databases based on behavioral data, firmographics, and purchase history to deliver hyper-personalized and relevant brand communications.
- Analyze cohort retention, churn rates, and LTV trends in BI tools like Looker or Tableau to identify opportunities for strategic intervention.
- Manage the end-to-end production of complex automated workflows, ensuring seamless integration with CRM platforms like Salesforce or HubSpot.
- Collaborate with the product management team to identify key product usage milestones that signal high-intent behaviors for conversion campaigns.
- Develop win-back and re-engagement strategies for lapsed users, utilizing multi-channel outreach to recapture revenue and improve platform activity.
- Monitor campaign performance, deliverability, and unsubscribe rates, providing regular executive-level reporting on lifecycle marketing performance and growth KPIs.
Requirements and skills
- 3+ years of professional experience in lifecycle marketing, CRM management, or growth marketing for SaaS or D2C businesses.
- Advanced proficiency with industry-leading marketing automation platforms such as Braze, Iterable, Customer.io, or Klaviyo.
- Demonstrated ability to perform cohort analysis and identify user drop-off points using tools like Mixpanel, Amplitude, or Google Analytics.
- Strong technical aptitude for setting up dynamic content, SQL queries for list segmentation, and API-triggered communication flows.
- Exceptional copywriting skills with the ability to craft compelling, high-converting messages that align with specific brand voice guidelines.
- Deep understanding of GDPR, CAN-SPAM, and CCPA compliance requirements regarding email and digital messaging data privacy.
- Bachelor’s degree in Marketing, Data Science, Communications, or a related quantitative field is highly preferred.
- Relevant professional certifications such as HubSpot Marketing Software Certification or Google Analytics Individual Qualification (GAIQ) are a plus.
FAQs
What does a Customer Lifecycle Marketing Manager do?
A Customer Lifecycle Marketing Manager maps out and executes the communications strategy that a user experiences from initial signup through to long-term loyalty. They are responsible for driving adoption, reducing churn, and increasing the overall lifetime value (LTV) of the customer base. By utilizing marketing automation, they create personalized triggers that guide users to derive maximum value from a product or service.
What skills are needed for a Customer Lifecycle Marketing Manager?
This role requires a blend of creative and technical skills, including proficiency in marketing automation platforms (e.g., Braze, Iterable), data analytics (e.g., Amplitude, SQL), and persuasive copywriting. A successful candidate should understand how to segment large databases effectively, run statistically significant A/B tests, and interpret behavioral data to make informed strategic decisions regarding user engagement.
Who does a Customer Lifecycle Marketing Manager work with?
They operate at the intersection of several teams, working most closely with Product Managers to understand feature adoption, Data Analysts to track cohort performance, and Creative teams to ensure consistent brand messaging. They may also collaborate with Sales or Customer Success departments to align lifecycle communications with the broader goals of account expansion and customer support.
Why is a Customer Lifecycle Marketing Manager role important?
In modern digital-first companies, retention is often more important than acquisition. A Customer Lifecycle Marketing Manager ensures that the company does not lose revenue due to churn by keeping existing users engaged, informed, and active. This role directly impacts profitability and business sustainability by converting casual users into repeat customers and brand advocates.