Senior Lifecycle Marketing Manager

Summary

Join Firstleaf, a leading wine company, as a Senior Lifecycle Marketing Manager. This fully remote role involves developing and executing comprehensive lifecycle marketing strategies across two wine brands to maximize customer lifetime value and minimize churn. You will design and optimize lifecycle programs, create customer journey roadmaps, and drive customer retention. The position requires strong analytical skills, experience with various marketing channels, and collaboration with cross-functional teams. Occasional travel for team meetings is expected. Firstleaf offers a competitive compensation package and benefits.

Requirements

• 4+ years of experience in a lifecycle marketing role, preferably in a DTC subscription or e-commerce environment
• Deep experience in email, CRM programs, and loyalty initiatives (e.g., referrals), with a deep understanding of lifecycle journeys, customer segmentation, personalization, and A/B testing and optimization methodologies
• Proven track record of developing and executing successful retention marketing strategies across multiple channels (email, SMS, site, referral, push notifications)
• Experience in building marketing campaigns from the ground up, with a focus on driving customer behaviors at key points in the customer journey
• Proven ability to rigorously analyze quantitative and qualitative data, tying lifecycle tactics to churn, ROI, and LTV success measures. Must have prior experience tracking performance by user cohorts
• Deep understanding of compliance and regulatory standards including CAN-SPAM, CCPA, and ARL
• Excellent project management skills with relentless attention to detail
• Proven ability to build and manage multiple vendor relationships
• Excellent written and verbal communication skills and ability to present information clearly and concisely
• Eligible to work in the United States

Responsibilities

• Design and optimize lifecycle programs: Conceptualize, develop, and optimize lifecycle programs to deliver a holistic, customer-focused experience for both our Firstleaf and Swirl brands
• Create and implement a comprehensive customer journey roadmap: Define messaging and contact strategies targeted at key points in the customer’s lifecycle, including lead capture and lead nurturing, onboarding, club engagement (Firstleaf), repeat purchase (Swirl), and long-term retention & loyalty
• Drive customer retention and LTV: Identify churn drivers and implement strategies that proactively improve satisfaction and retention rates, including customer reactivation
• Oversee Next Best Action programs: Drive thinking around each brand’s “next best action” based on customer segmentation, lifecycle, and business goals
• Lead quarterly planning: Orchestrate quarterly campaign planning process, focused on our key initiatives and biggest opportunities, by laying out target segments, actions, promos, and campaign themes
• Partner with cross-functional teams: Collaborate with Acquisitions, Product, Member Services, Design Services, and other teams to ensure consistent messaging and to optimize conversion rates for each lifecycle behavior
• Advise on and optimize marketing tech stack: Evaluate and improve ESPs, personalization tools, and other lifecycle marketing platforms (e.g., next best action engine)
• Manage external relationships: Serve as main POC and strategic lead managing a variety of vendor relationships
• Develop and implement segmentation strategies: Utilize data to formulate a segmentation strategy within our current customer base, then activate against that to drive results
• Design and implement tests: Develop and execute rapid test-and-learn programs across the customer lifecycle, using results to drive incremental revenue through continued marketing optimization. Testing will include channels, promos, triggers, audiences, creative, messaging, and communications timing
• Optimize campaign performance: Codify best practices in lifecycle marketing, and leverage campaign and business data to identify campaign improvement opportunities
• Architect and deploy a personalization framework: Create personalization guidelines around channel use, promos, and content leveraging existing platforms and tech
• Identify gaps: Analyze existing marketing campaigns and journeys to identify gaps in our personalization and segmentation approaches
• Optimize channel use and interactivity: Develop the optimal intra- and cross-channel strategies to drive the most value from each touchpoint without overwhelming the customer
• Align channels with journeys and audiences: Develop a thorough understanding of what communication approaches resonate with customers within and across channels, and scale those approaches to maximize retention, repeat purchase, and LTV
• Optimize referral programs: Manage and improve referral initiatives to drive new customer acquisition and engagement
• Drive technology and platform optimization to enhance LTV: Collaborate with our Product Teams on the technology, programs, and features needed to reinforce lifecycle opportunities, particularly around merchandising, promo reinforcement, lead capture, referrals, cancellation / winback, and purchase completion
• Collaborate with Member Experience (MX): Integrate MX outreach with lifecycle marketing efforts, developing programs and messages that target specific audience behaviors
• Support Email Marketing Manager: Collaborate on effective email marketing strategies (transactional and marketing), aligning on journeys, target segments, and campaigns
• Test and optimize new channels: Lead new channel testing to deepen customer relationships and unlock additional customer value
• Understand key retention and portfolio health metrics: Track and report on overall lifecycle program impacts over time, focusing on file health, retention and churn rates, repeat purchase behaviors, and LTV. Deep understanding of cohorting required
• Track and analyze campaign performance: Track and report on campaign performance at the program, channel, and campaign levels, telling a story about how transactional and marketing initiatives drive growth
• Establish and streamline performance monitoring: Partner with Data and Analytics to streamline reports and dashboards and new build metrics to track lifecycle program results
• Analyze user behavior and performance: Track and analyze trends by cohort, acquisition source, and other factors to understand LTV, churn, and responsiveness

Preferred Qualifications

• Strong interest in wine
• Knowledge of SQL, HTML, and Google Analytics
• Prior experience with Shopify and Braze
• Excited to work in a fast-paced startup environment
• Bachelor’s Degree in Marketing, Business, Communications, or similar field
• Experience leveraging multiple data platforms and analyst tools (e.g., Google Analytics, Amplitude, Tableau)

Benefits

• Salary: $115k-$130k/year dependent on relevant experience
• Remote work
• Unlimited PTO
• Competitive compensation package with stock options grants
• Multiple health insurance choices with medical, dental, and vision coverage
• HSA and FSA options
• Life insurance
• 401(k) matching
• Employee assistance program
• Discounted pet insurance
• Monthly wine credit with our wine club