Lifecycle Marketing Manager

About the role

You will own the end-to-end strategy and execution of Tin Can's lifecycle marketing programs, acting as the primary owner of the customer journey across all digital touchpoints. This role requires you to blend analytical rigor with creative storytelling to ensure every communication reinforces our brand values of warmth, nostalgia, and simplicity. You will be the architect of the customer experience, designing and refining flows that feel personal, human, and true to the Tin Can ethos even as the business scales rapidly. You will partner closely with cross-functional stakeholders to translate high-level product and growth goals into precise, data-driven email and CRM strategies. Your work will directly influence customer retention, lifetime value, and brand perception through thoughtful, intentional communication that respects the customer's attention. You will be expected to move quickly, iterate based on evidence, and take pride in the details that make a campaign feel uniquely Tin Can. This is a role for someone who wants to build systems that last and create long-term value rather than short-term wins.

Key facts

What you'll do

• Own the end-to-end execution of Tin Can's email program in Klaviyo, including campaign planning, audience segmentation, automation, deployment, and optimization across the full customer lifecycle.
• Develop and manage the email marketing calendar in close partnership with Growth and Brand to support product launches, promotions, seasonal campaigns, and ongoing retention initiatives.
• Build, maintain, and optimize lifecycle automations including welcome series, abandoned cart, post-purchase, post-activation, loyalty and repeat purchase, referral, and other customer journey programs to maximize engagement and retention.
• Create and refine customer segmentation strategies that power personalized communications, improving open rates, click-through rates, and customer lifetime value across diverse audience groups.
• Continuously optimize campaign performance through structured A/B testing of subject lines, messaging, creative, offers, send timing, and audience segmentation to drive measurable improvements over time.
• Manage subscriber acquisition, list health, deliverability best practices, suppression strategies, and compliance with applicable regulations including CAN-SPAM, TCPA, and GDPR where applicable to protect both the customer and the brand.
• Collaborate with Product teams to translate retention strategy into post-activation flows, onboarding sequences, and re-engagement triggers based on usage signals and behavioral data.
• Prepare regular reporting and performance insights that highlight key metrics, trends, and anomalies, and use these insights to recommend actions that improve conversion rates, engagement, deliverability, subscriber growth, and overall program health.
• Stay current on CRM best practices, lifecycle marketing trends, and emerging technologies to continuously challenge the status quo and improve program performance in a rapidly evolving digital landscape.
• Partner with Design and Brand to ensure all email templates, creative assets, and content align with the Tin Can visual identity and tone of voice while meeting technical requirements for deliverability and performance.
• Work with Customer Support insights to identify recurring questions or friction points and translate them into automated communications that reduce support load and improve satisfaction.
• Lead testing initiatives that explore new formats, content structures, and calls to action, documenting learnings and scaling what proves effective across broader segments.
• Coordinate with Analytics to set up and maintain event tracking, ensuring that key actions such as purchases, resets, and referrals are captured accurately for segmentation and reporting.
• Act as the central point of ownership for the CRM, maintaining documentation, version control, and naming conventions so that campaigns are easy to understand, audit, and replicate.
• Contribute to the broader marketing strategy by providing data-backed recommendations on where lifecycle efforts can unlock the most value across acquisition, activation, and expansion.

Requirements

• 4-6+ years in lifecycle, CRM, or retention marketing with a proven track record of owning complex email and CRM programs end to end.
• Deep, hands-on Klaviyo expertise including flows, segmentation, dynamic content, campaign deployment, and performance reporting using native tools and integrations.
• Comfort working across Shopify and non-standard purchase paths; you are not thrown off by a customer journey with more than one entry point and can adapt flows to different scenarios.
• Strong instincts for brand voice and the ability to take a rough brief and ensure communications read as authentically Tin Can rather than overly generic or ecommerce-heavy.
• Experience working closely with design teams; you know how to write clear briefs that lead to on-brand results and have the confidence to kindly push back when the final output does not meet your standards.
• Analytical enough to read cohort, retention, and revenue data and turn it into a testing roadmap that prioritizes the highest-impact opportunities.
• A builder's mindset; you are excited to stand up a program largely from scratch, not only optimize an existing one, and you are comfortable making decisions with incomplete information while moving swiftly.
• Strong, fast written communication and the organization to manage multiple flows, tests, and campaigns simultaneously without sacrificing quality or accuracy.
• Familiarity with email deliverability fundamentals, list management, and regulatory requirements such as CAN-SPAM, TCPA, and GDPR where relevant to your scope.
• Willingness to work from the Seattle location and adhere to the schedule and expectations of a full-time role as defined by the company.

Nice to have

• Previous experience in connected device or hardware brands, or in categories that blend physical products with digital experiences.
• Familiarity with referral and loyalty program structures that drive repeat purchase behavior in mission-driven consumer brands.
• Comfort with subtle humor and nostalgic references in marketing that aligns with a quirky, family-focused brand personality.

Practical notes

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Location: Seattle

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Engagement: Full-time

• Hours: Full-time during standard business hours, with flexibility to adjust based on campaign needs and team collaboration windows.
• Travel: Not applicable
• Visa: Not applicable
• Deadlines: The successful candidate is expected to start as soon as possible to support upcoming campaign launches and product rollouts.