Customer Lifecyle & Marketing Automation Manager

Bright Horizons is a leading education and care company that helps employees thrive at work and at home by partnering with employers to offer high-quality child care, elder care, and educational support. The role involves executing and reporting on customer email marketing programs, driving campaign performance through innovative strategies, and optimizing personalized customer journeys across multiple camp brands.

Responsibilities:

• Understand the requirements of stakeholders and work with technical teams to ensure the system(s) can deliver on those requirements
• Create automated, multi-touch, targeted prospect and customer lifecycle digital marketing programs (both campaigns and journeys)
• Client management of internal stakeholders acting as an internal email consultant on email marketing best practices
• Be accountable for quality execution and timeliness of all email projects and campaigns
• Monitor daily email sends and data transfer processes to ensure proper execution of email programs
• Report on the delivery of email campaigns and journeys as well as provide insight for optimization
• Provide recommendations and input on goals, objectives, strategy and email best practices
• Keep management in the loop on email performance against goals and objectives
• Work within Marketing Services and with the IT team on projects that span marketing technologies and other systems (i.e. IBM Watson, Salesforce Sales Cloud, Microsoft Dynamics, Google Analytics)
• Test new fields and other system updates/changes to ensure that the business use cases and requirements are met, includes data validation to ensure that the values in the field are correct
• Work on special projects and serve as the SME on the marketing systems across the organization
• Audit and recommend best practices for marketing automation, oversee integration upgrades, troubleshoot issues and identify new technology enhancements to incorporate
• Keep Marketing Automation documentation current - including naming conventions, best practices, processes, and procedures
• Own the end‑to‑end lifecycle marketing strategy for Camps, with a primary focus on email marketing, including promotional, triggered, and transactional communications
• Own and manage the email marketing platform, including audience segmentation, journey design, campaign setup, automations, testing, and performance monitoring
• Design and optimize holistic customer journeys across lifecycle stages—awareness, consideration, enrollment, onboarding, engagement, retention, and re‑engagement—tailored by brand, product, and customer segment
• Develop differentiated lifecycle and email strategies across two distinct camp brands and multiple product offerings, including summer programs, holiday/break programs, field trips, and virtual camps
• Partner closely with a Content Manager, providing strategic direction while overseeing campaign structure, targeting, cadence, and optimization (content execution supported by the Content Manager)
• Collaborate with CRM, Creative, Performance Marketing, Social, and Paid Media teams to ensure consistent messaging and coordinated execution across email, digital advertising, social, and other customer touchpoints
• Lead lifecycle campaign ideation and roadmap planning, identifying opportunities to support enrollment, cross‑sell, retention, and loyalty
• Use performance data, analytics, and A/B testing to continuously refine strategy, improve engagement and conversion, and inform future lifecycle programs

Requirements:

• Bachelor's Degree in Marketing, Communications, or a related field
• 5 years experience implementing and managing Marketing Automation programs and technology, preferably using Salesforce Marketing Cloud (ExactTarget) and/or Pardot
• Ability to work in a fast paced environment working with multiple stakeholders
• Experience managing projects of varying complexity; time and project management are critical skills
• Demonstrated resourcefulness, motivation, initiative and creative problem solving
• Understanding of persona-based marketing, targeting and segmentation
• Ability to think strategically while also able to 'roll up your sleeves' and do the hands-on work necessary to meet deadlines
• Must be flexible with the ability to adapt to, and drive change
• Self-starter with strong interpersonal skills who both works well within a team and independently
• Strong project management skills and ability to manage multiple priorities in a fast-paced, seasonal business environment
• Detail-oriented, self-directed, and comfortable operating as the subject-matter expert for lifecycle and email marketing
• In lieu of a degree, an additional 4 years of experience would be considered
• Knowledge of test and learn practices a plus (such as A/B Testing, Multivariate Testing, etc.)
• Certification with Salesforce and marketing automation tools a plus
• Marketing Cloud AMPScript familiarity and experience a plus
• HTML and Adobe Photoshop skills a plus
• Hands-on experience owning and operating an email marketing or marketing automation platform (e.g., MailChimp, Klavyio, or similar)
• Experience developing and executing multi-channel campaigns in a consumer-facing or family-oriented brand environment preferred
• Strong understanding of email marketing principles and best practices
• Proven ability to orchestrate personalized customer journeys using data-driven experimentation and optimization
• Experience collaborating with copywriters or content partners to develop persuasive, personalized email content across promotional and lifecycle campaigns
• Strong analytical skills with experience using performance metrics to inform strategy and continuous improvement
• Ability to translate complex service offerings into clear, compelling customer-focused messaging for multiple audiences