Growth Marketing Manager, Lifecycle

About the role

This role is dedicated to maximizing the impact of the ClassPass Corporate Wellness Program by turning company-provided perks into ingrained daily habits for employees. You will serve as the owner of the end-to-end lifecycle strategy, carefully guiding members from their initial sign-up phase through sustained long-term engagement. Success in this position will be driven by a data-centric approach where you utilize analytics to shape the strategic roadmap and execute precise campaigns directly within the Braze platform. The focus is squarely on the Corporate Wellness team and ensuring that every communication reinforces value and participation. You will be responsible for identifying friction points and opportunities within the user journey to enhance retention and activation. The role requires close collaboration with cross-functional partners to ensure marketing initiatives support broader business objectives. Ultimately, you will be accountable for proving the tangible business impact of lifecycle initiatives on the wellness ecosystem.

Key facts

What you'll do

• Develop and manage the lifecycle roadmap, covering evergreen campaigns, seasonal initiatives, and new activation strategies designed to boost adoption.
• Analyze sign-up trends and email performance metrics to pinpoint specific growth opportunities and areas for optimization within the user journey.
• Execute end-to-end campaigns in Braze, taking ownership of segment creation, canvas construction, rigorous quality assurance, and precise scheduling.
• Conduct A/B and multivariate testing on messaging, timing, and segmentation to systematically optimize performance and key conversion rates.
• Establish clear lifecycle KPIs, manage comprehensive reporting, and present actionable insights to stakeholders to inform future strategy.
• Coordinate with Product, Account Management, and B2B Marketing teams to align on marketing priorities and ensure seamless execution.
• Explore and implement AI solutions for campaign automation and reporting workflows to increase efficiency and scalability.
• Monitor user behavior patterns to refine segmentation and ensure communications remain relevant and timely for different employee groups.
• Lead the documentation of lifecycle processes and best practices to ensure consistency and replicability across campaigns.
• Identify barriers to engagement and prototype new activation strategies aimed at converting passive users into active participants.
• Partner with analytics teams to validate data integrity and ensure that reporting accurately reflects user interactions and campaign outcomes.
• Champion a culture of experimentation by iterating on hypotheses and scaling successful lifecycle tactics across the ClassPass ecosystem.

Requirements

• 3+ years of experience in growth marketing, CRM, or lifecycle marketing roles with a proven track record of success.
• Hands-on technical proficiency in Braze, specifically building segments and canvases from start to finish without requiring constant engineering support.
• Proven ability to own strategy, create roadmaps, and deliver measurable business results that directly impact user engagement and retention.
• Demonstrated success in driving conversion and activation metrics through targeted lifecycle campaigns and initiatives.
• Proficiency in SQL and Excel for data analysis, enabling you to communicate findings clearly and effectively to technical and non-technical stakeholders.
• Experience designing and interpreting A/B and multivariate tests to drive data-informed decisions and optimize user experiences.
• Ability to manage multiple projects independently while collaborating across departments to meet deadlines and maintain quality.
• Strong understanding of email marketing principles and user communication best practices within a B2C and B2B2C context.
• Comfort working in a fast-paced environment where priorities can shift and agility is essential to meeting business goals.
• Excellent written and verbal communication skills to articulate strategy, results, and recommendations to diverse audiences.
• A detail-oriented mindset that ensures accuracy in data interpretation, campaign setup, and reporting outputs.

Nice to have

• Background in B2B2C marketing or employee benefits and membership programs providing relevant contextual knowledge.
• Experience using project management tools such as Notion or Asana to track progress and maintain organization.

Practical notes

ClassPass is an Equal Opportunity Employer and welcomes applicants from all backgrounds. By applying, you consent to receive communications regarding your application via email, phone, or SMS. If you are located outside the United States, your submission confirms your consent to the processing of your personal information as outlined in the International Applicant Privacy Notice.