About This Role
This Lifecycle Marketing Manager role focuses on developing and executing programs to reactivate lapsed and churned users and convert new leads through various owned channels. The position prioritizes understanding user behavior, identifying growth opportunities, and translating insights into high-impact campaigns. It suits someone who is strategic yet hands-on, capable of structuring complex work, and data-driven in their approach.
Responsibilities
- Own the strategy and roadmap for reactivating lapsed and churned users and converting new leads through lifecycle channels including email, push, in-app, and SMS
- Analyze engagement, cohort, and customer behavior data to uncover drivers of reactivation, lead conversion, and churn recovery
- Build and manage the experimentation roadmap across messaging, incentives, audiences, channel mix, and timing
- Launch and scale lifecycle campaigns from ideation through rollout using Braze and in-house tools
- Design, run, and analyze A/B tests that improve KPIs such as reactivation rate, lead-to-activation rate, and engagement
- Map consumer flows, identify friction points, and recommend scalable solutions or short-term testing opportunities
- Define lifecycle KPIs, maintain reporting, and share clear insights, forecasts, variance explanations, and recommendations with stakeholders
- Partner with Creative, Product, Analytics, and FP&A to align lifecycle priorities and drive high-impact growth initiatives
Requirements
- 3+ years of experience in growth marketing, lifecycle or CRM marketing, consulting, analytics, or a data-driven marketing role
- Hands-on experience with user acquisition or growth marketing, including lead generation, conversion, and paid or owned acquisition channels
- Experience owning lifecycle programs from strategy through execution, measurement, and optimization
- Strong analytical skills, with the ability to turn data into actionable insights, testing plans, and business recommendations
- Experience designing testing strategies, running A/B tests, and using results to improve campaign performance
- Strong project management and organizational skills, with the ability to manage multiple programs and campaigns with minimal oversight
- Strong Excel skills and working knowledge of basic SQL for self-serve data pulls
- Familiarity with Braze or a comparable email or lifecycle service provider, and experience using project management software such as Asana or JIRA
About the Company
Playlist is building a platform for intentional living, connecting people with inspiring experiences in fitness, wellness, and beyond. Through brands like Mindbody and ClassPass, it empowers businesses and individuals to turn aspirations into actions.
