Lifecycle Marketing Manager, Email/Push/In-app

Company Overview

ID.me is the next-generation digital identity wallet that simplifies how individuals securely prove their identity online. Consumers can verify their identity with ID.me once and seamlessly login across websites without having to create a new login and verify their identity again. Over 152 million users experience streamlined login and identity verification with ID.me at 20 federal agencies, 45 state government agencies, and 70+ healthcare organizations. More than 600+ consumer brands use ID.me to verify communities and user segments to honor service and build more authentic relationships. ID.me’s technology meets the federal standards for consumer authentication set by the Commerce Department and is approved as a NIST 800-63-3 IAL2 / AAL2 credential service provider by the Kantara Initiative. ID.me is committed to “No Identity Left Behind” to enable all people to have a secure digital identity. To learn more, visit https://network.id.me/.

Lifecycle Marketing Manager

 

Location

Mountain View, CA (in-office)

 

Company Overview

ID.me is a next-generation digital identity wallet that simplifies how individuals securely verify their identity online. With a single ID.me verification, users can seamlessly sign in across multiple websites without creating new accounts. 

 

Over 152 million users trust ID.me for streamlined identity verification and secure access to services at 20 federal agencies, 45 state governments, and 70 healthcare organizations. More than 600 consumer brands use ID.me to verify user segments and build authentic relationships. ID.me’s technology meets federal authentication standards set by the Commerce Department and is approved as a NIST 800-63-3 IAL2/AAL2 credential service provider by the Kantara Initiative. Committed to "No Identity Left Behind," ID.me ensures secure digital identities for all.

 

ID.me is building the identity layer of the internet — and with it, a category-defining brand. Marketing is at the center of that transformation, connecting ID.me with our members and customers. We build belief in our mission, trust in our products, and momentum for our growth — driving awareness, engagement, and transactions through the launch and scale of products and campaigns that resonate with members and customers alike. Together, we’re building an iconic brand and accelerating ID.me’s growth to make life safer and easier.

 

Role Overview

ID.me is seeking a strategic, creative, and execution-driven Lifecycle Marketing Manager to design and scale lifecycle programs that streamline onboarding, improve activation, engagement, and retention across in-app, email, push, and in-app channels.

 

This role blends analytical rigor with creative intuition — uncovering insights, refining targeting and messaging, and delivering high-performing, full-funnel campaigns that drive measurable growth.

The ideal candidate thrives at the intersection of data, experimentation, and storytelling. You’ll lead innovation in AI-powered marketing automation, experimentation, and optimization frameworks, driving continuous learning and performance improvement.

Success will be measured by tangible business outcomes — including installs, transactions, revenue growth, member engagement and retention — ensuring every campaign contributes to meaningful, measurable impact.

 

Responsibilities

• Lifecycle Strategy & Execution
• Own full lifecycle strategy across onboarding, activation, engagement, and retention.
• Define journeys, segmentation, and messaging cadence across triggered and automated campaigns to maximize engagement and conversion.
• Develop CRM roadmaps aligned with business goals and growth priorities.
• Project-manage campaign development from concept through launch, analysis, and optimization.

• Segmentation & Personalization
• Leverage first-party data, behavioral insights, and predictive models to design personalized, high-impact member experiences across channels.
• Build, test, and refine audience segments based on lifecycle stage, engagement patterns, and value potential to deliver relevant content at the right moment.
• Use AI-driven workflows and automation to optimize content, timing, and delivery—ensuring communications feel timely, personal, and useful.
• Experimentation & Testing
• Lead the testing roadmap for lifecycle campaigns—running A/B and multivariate experiments to improve open rates, click-throughs, conversion, and LTV.
• Analyze funnel performance to identify drop-off points and optimize timing, messaging, and creatives.
• Re