Senior Manager of Lifecycle Marketing

WHO WE ARE
If you ask us, we’re the perfect mix of athletes, entrepreneurs, engineers, and creatives. Our diverse backgrounds and shared values are what help make Hydrow great. Our mission is not just to create an amazing fitness experience, but a beautiful human experience - one that’s honest, inclusive, and positive.. Hydrow is the Live Outdoor Reality (LOR)™ rowing machine that delivers on-water experiences at home with workouts led by world-class athletes. At Hydrow, you’ll have the chance to shape a company that is disrupting the fitness industry while creating engaging content unmatched in the marketplace today. Sound exciting? That’s because it is!

Hydrow is seeking a dynamic and results-driven Sr. Manager of Lifecycle Marketing to lead our customer engagement and retention efforts, driving the execution of our omni-channel communication strategy. This role is crucial in driving customer satisfaction, reducing churn, and increasing user activity, all while fostering deep, meaningful relationships with our members throughout their Hydrow journey.
As the Sr. Manager of Lifecycle Marketing, you will be responsible for designing and executing comprehensive, data-driven engagement strategies that focus on personalization and delivering the right message, on the right channel, at the right time to Hydrow members. You will work closely with cross-functional teams, including Creative, Data Analytics, and Product, to build and optimize campaigns that drive loyalty, win back inactive customers, and transform satisfied users into brand advocates.



Key Responsibilities

Strategy Development

• Partner with the SVP of CX on the creation and execution of quarterly and monthly omni-channel engagement strategies aimed at reducing churn, reactivating lapsed customers, and driving overall user activity.
• Develop and execute personalized, data-driven communication strategies tailored to specific customer segments across the entire customer journey to determine the best channels, timing, and content to drive activity and reduce churn. 
• Collaborate with cross-functional teams to develop innovative strategies that convert satisfied customers into brand advocates and win back former customers.

Campaign Management

• Write detailed creative briefs and collaborate with the design team to develop compelling customer communications that align with brand standards and engagement objectives.
• Build, schedule, and manage customer communications within the CRM (Iterable), ensuring flawless execution across all channels (Email, Push, SMS, Direct Mail).
• Implement and manage anti-churn and win-back (reactivation) campaigns, with a focus on continuous improvement and channel optimization.

Data-Driven Insights

• Utilize customer data to set precise objectives for each segment and identify the most effective communication channels and content for each group.
• Measure and evaluate the effectiveness of engagement campaigns, including onboarding, retention, and reactivation efforts, using key performance indicators (KPIs) such as churn rate, user activity, and customer lifetime value (LTV).
• Leverage insights from campaign performance to iterate and enhance future strategies, ensuring continuous improvement and maximum impact.

Collaboration and Innovation

• Work closely with cross-functional partners to support the implementation and setup of new omni-channel marketing tools that enhance customer engagement and retention.
• Assist in improving and evolving customer loyalty programs and refer-a-friend initiatives, aligning them with overall engagement goals.
• Stay abreast of industry trends, best practices, and new technologies to continually innovate and enhance Hydrow’s engagement strategies.

Qualifications

• Bachelor’s degree in Marketing, Business, Communications, or comparable experience.
• 5+ years of experience in lifecycle marketing, retention marketing, or a related role, preferably for a subscription-based service.
• Proven track record of developing and executing successful omni-channel marketing strategies that drive customer engagement, retention, and reactivation.
• Strong understanding of CRM systems, data analytics, and customer segmentation techniques. Experience with Iterable preferred. 
• Excellent communication skills, with experience in writing creative briefs and collaborating with design teams to produce compelling customer communications.
• Proficiency in using data to drive decision-making and measure campaign success.
• Ability to manage multiple projects simultaneously, with strong organizational and time-management skills.
• Collaborative team player with a passion for customer success and a deep understanding o