Senior Lifecycle Marketing Manager

We are looking to add a Senior Lifecycle Marketing Manager to our team!  

LOCATION: Remote US  

Travel: 15% 

REPORTS TO: VP of Strategic Marketing & Growth 

PAY: $140 K -$150K + 15% Bonus

Role Overview: 

The Senior Lifecycle Marketing Manager plays a critical role in driving customer retention, repeat visit frequency, and lifetime value across Destination Pet's portfolio through targeted, data-driven lifecycle campaigns. This role spans strategy and execution, working closely with Marketing, Operations, and Analytics to design, execute, and optimize customer communications across outbound channels. This position reports to Michelle McPherson, VP of Strategic Marketing & Growth. 

CORE RESPONSIBILITES: 

Strategy & Planning 

• Own end-to-end lifecycle marketing strategy across the customer journey (acquisition, onboarding, retention, win-back, cross-sell) 

• Develop and prioritize a testing roadmap across email, SMS, and push channels aligned to business goals (i.e. repeat visit frequency, multi-service cross-sell) 

• Translate broader marketing objectives into channel-specific and audience-specific campaign plans across a multi-brand, multi-location   

Segmentation & Audience Strategy 

• Design and maintain customer segmentation frameworks (lifecycle stage, pet ownership status, tenure, product/plan enrollment, location/market density tier) 

• Build and manage mutually exclusive test cohorts for A/B and multivariate testing, ensuring statistically sound sample sizing across markets of varying density 

• Partner with data/analytics teams to define and refine audience models (i.e. new pet parent identification, at-risk/churn signals, high-LTV multi-pet households) 

• Own suppression logic and list hygiene (current customers, do-not-mail, recently lapsed) to ensure campaign targeting accuracy 

Campaign Execution and Channel Management 

• Build, QA, and deploy multi-channel lifecycle campaigns (email, SMS, etc.) including trigger-based/automated journeys (welcome series, onboarding, renewal reminders, win-back)   

• Manage campaign calendar and cadence across ~160 brands/locations, balancing centralized efficiency with local market relevance  

Platform and Data Management 

• Serve as primary owner/administrator of Braze, the marketing automation platform  

• Ensure email deliverability best practices are maintained, including domain authentication protocols (SPF, DKIM, DMARC, BIMI) and sender reputation monitoring  

• Manage data governance and customer data hygiene across systems to support accurate segmentation and personalization 

Testing, Measurement & Reporting 

• Design and execute A/B and multivariate tests with clear, single