Lifecycle Marketing Manager

About the role

In this pivotal role, you will be instrumental in fostering growth by re-engaging previous users and converting potential customers into active participants. Your responsibilities will encompass managing diverse campaigns across various channels, including email, SMS, push notifications, and in-app messaging, all aimed at enhancing user retention and overall engagement.

Key facts

What you'll do

• Create and implement a detailed strategy aimed at reactivating users who have churned and converting new leads into loyal customers.
• Utilize user behavior analytics and cohort data to pinpoint opportunities for growth and understand the factors contributing to user churn.
• Oversee the complete lifecycle of marketing campaigns, from the initial concept stage through to execution and performance analysis.
• Design and execute A/B testing protocols to enhance conversion rates and improve engagement metrics effectively.
• Identify and address friction points within the customer journey, proposing scalable solutions to streamline user experience.
• Establish key performance indicators (KPIs) and deliver regular updates and forecasts to relevant internal stakeholders.
• Collaborate with cross-functional teams to ensure that marketing initiatives align with the overall business objectives and priorities.
• Stay updated on industry trends and best practices to continually refine and enhance lifecycle marketing strategies.
• Manage budgets for marketing campaigns, ensuring efficient allocation of resources to maximize ROI.
• Mentor and guide junior team members, fostering a culture of continuous learning and improvement within the marketing team.
• Conduct competitive analysis to inform strategy and identify areas for differentiation in the market.
• Prepare comprehensive reports on campaign performance, providing insights and recommendations for future initiatives.

Requirements

• A minimum of 3 years of experience in growth marketing, CRM, lifecycle marketing, consulting, or analytics.
• Demonstrated success in managing lifecycle marketing programs, from strategic planning to execution and performance measurement.
• Experience in user acquisition or growth marketing, particularly in lead generation and conversion strategies.
• Strong project management skills, with the ability to juggle multiple complex projects and campaigns with minimal oversight.
• Advanced proficiency in Excel and a working knowledge of SQL for independent data analysis and retrieval.
• Familiarity with Braze or similar lifecycle marketing platforms is essential.
• Experience with project management tools such as JIRA or Asana to streamline workflow and enhance team collaboration.
• Excellent communication skills, both written and verbal, to effectively convey ideas and strategies to diverse audiences.
• Strong analytical mindset with the ability to interpret data and translate insights into actionable marketing strategies.

Nice to have

• Experience in the fitness or wellness industry, providing insight into user behavior and preferences.
• Knowledge of advanced data analytics tools and techniques for deeper insights into user engagement.
• Familiarity with customer segmentation strategies to tailor marketing efforts effectively.
• Previous experience in a startup environment, showcasing adaptability and innovative thinking.
• Understanding of digital marketing trends and technologies that can enhance lifecycle marketing efforts.

Skills & tools

• Proficient in Braze for lifecycle marketing management.
• Advanced skills in Excel for data analysis and reporting.
• Working knowledge of SQL for data querying and analysis.
• Familiarity with Asana and JIRA for project management and team collaboration.
• Strong understanding of lifecycle strategy development and implementation.
• Experience in A/B testing methodologies to optimize marketing efforts.
• Proficient in data analysis techniques to drive informed decision-making.

Practical notes

ClassPass is committed to fostering an inclusive workplace and is an equal opportunity employer. We encourage candidates from all backgrounds to apply. By submitting your application, you agree to receive communications regarding your application status via email, phone, or SMS. If you are applying from outside the United States, please review our International Applicant Privacy Notice, which outlines how we handle your personal information during the application process.