Senior Manager, Lifecycle Marketing – Global

Role Overview

• Own Lifecycle Performance Across Key Stages
• Own performance across one or more lifecycle stages (e.g. onboarding, engagement, retention), driving measurable improvements in customer behavior and long-term value
• Translate lifecycle strategy into clear programs and workflows that move key behavioral metrics
• Build and optimize lifecycle journeys across CRM and app, including onboarding flows, engagement programs, and retention interventions
• Develop behavior-triggered campaigns based on real-time signals
• Identify and scale high-impact lifecycle levers that drive repeat usage and ongoing engagement
• Partner with CRM and product teams to define how lifecycle programs are executed across owned channels
• Ensure alignment between CRM, app experience, and content strategy to drive consistent behavior across touchpoints
• Contribute to the development of lifecycle tooling, segmentation, and automation capabilities
• Develop a clear roadmap of lifecycle initiatives tied to onboarding, engagement, and retention priorities
• Prioritize initiatives based on impact to key metrics (retention, attach, LTV)
• Partner with global and local teams to test, learn, and scale programs across markets
• Define and manage a structured testing roadmap focused on improving engagement, retention, and unit economics
• Run experiments across CRM, app, and market channels (e.g. direct mail, paid retention, social)
• Identify what drives behavior change and scale successful programs globally
• Work closely with Product, Growth, CRM, Data & Insights, E-commerce, and Customer Happiness teams to align on lifecycle initiatives

Requirements

• 5–8+ years of experience in lifecycle marketing, retention, CRM, or growth roles
• Proven ability to build and scale lifecycle programs that drive engagement, retention, and revenue
• Strong understanding of how customer behavior drives long-term value
• Experience working across CRM platforms (e.g. Braze) and partnering with product/app teams
• Comfortable owning both strategy and execution—able to move from high-level thinking to detailed program design
• Strong analytical mindset, with experience using data to inform decisions and measure impact
• Experience working cross-functionally in a global or multi-market organization
• High ownership, curiosity, and comfort operating in ambiguity
• Fluent English (C1/C2); fluent in a second language (German or French) is a big plus

Benefits

• Deutschlandticket (public transport ticket) for unlimited mobility
• Monthly contribution for an office parking space
• Leasing bicycle
• Remote work subsidy
• Subsidies for company pension plans
• Occupational pension schemes
• Occupational disability insurance
• 30 days of paid annual leave
• Three additional days off such as Rosenmontag, Christmas Eve, and New Year's Eve
• Up to 10 "toniecation days" (unpaid leave days) after one year of employment
• Internal and external training opportunities
• Individual learning budget to continuously expand knowledge
• Language learning app Babbel access
• Meditation app Calm access
• Discounts on full range of tonies products