Lifecycle Marketing Manager – Mom and Baby

Das ist der Job

Responsibilities Own the strategy, execution, and performance of all lifecycle email, SMS, and MMS campaigns.

Darum lohnt es sich

Own lifecycle marketing priorities in Braze, defining business requirements and campaign goals in collaboration with the MarTech team for technical execution and platform expertise.

Proactively identify opportunities, develop strategic recommendations, and present data-backed solutions to improve lifecycle performance, customer experience, and business outcomes.

Define business priorities and desired outcomes for automated journeys (onboarding, education, conversion, resupply reminders, cross-sell opportunities) in consultation with Marketing leadership and aligned to business unit goals.

Develop and maintain a detailed lifecycle marketing journey map across email, SMS, and MMS touchpoints, using it to identify gaps and opportunities for engagement and conversion. Collaborate with Marketing and cross-functional partners to ensure alignment with the broader customer experience.

Prioritize lifecycle initiatives based on business impact, customer value, technical complexity, and organizational priorities. Drive segmentation and personalization strategies to deliver relevant, timely communications based on customer behavior and lifecycle stage.

Ensure lifecycle campaigns complement site experiences, landing pages, and broader funnel initiatives. Develop content strategy and write copy for lifecycle channels (email, SMS, MMS) that resonate with moms at each stage of her customer journey.

Partner with Brand Marketing and Creative to ensure lifecycle messaging aligns with overall content themes, brand storytelling, tone, and design standards. Requirements Bachelor’s degree in Marketing, Business, or a related field.

Lifecycle & Channel Expertise – 4–6+ years in lifecycle/email/SMS marketing (ideally in DTC, eCommerce, or consumer health/wellness), with strong understanding of customer journey mapping and lifecycle strategy.

Platform Proficiency – Hands-on experience with Braze (or similar tools like Iterable/Klaviyo) including automated journeys, segmentation, and campaign migration. Content Skills – Proven ability to write compelling email/SMS copy and align messaging with both brand voice and performance goals.

Attention to Detail – Produces high-quality work with strong attention to detail, ensuring lifecycle campaigns are thoroughly reviewed, accurately executed, and optimized before launch. Analytics & Optimization – Skilled in designing and analyzing A/B or multivariate tests, and applying insights to improve engagement and conversion.

Data & Insights – Experience interpreting customer behavior and campaign performance using analytics platforms (e.g., GA4, Looker, Tableau, or similar) to inform recommendations and optimize lifecycle strategies.

Project Management & Collaboration – Strong organizational and project management skills (e.g., Jira), with ability to partner across Marketing, MarTech, and WebDev.

Mindset & Ownership – Critical thinker with a builder's mindset who takes ownership from strategy through execution, is passionate about business growth, and committed to maintaining HIPAA/patient confidentiality.

Core Competencies Demonstrates expertise in lifecycle marketing strategies, including email, SMS, and MMS campaigns, with a strong focus on customer journey mapping and data-driven decision-making.

Proficient in using marketing automation platforms like Braze to optimize engagement and conversion through targeted content and segmentation. #J-18808-Ljbffr