Senior Manager, Lifecycle Marketing

Birdy Grey is a direct-to-consumer brand focused on celebrating friendships during weddings. They are seeking a Senior Manager of Lifecycle Marketing to lead lifecycle strategy across the customer journey, optimizing the conversion process and managing programs that influence significant annual revenue.

Responsibilities:

• Own Lifecycle Marketing as a revenue function across the full customer journey, with responsibility for strategy, execution, testing, performance, and optimization across owned channels and CRM touchpoints
• Build and manage Birdy Grey’s always-on lifecycle architecture across lead nurture, conversion, onboarding, cross-sell, retention, and reactivation
• Develop milestone-driven customer journeys that reflect the realities of wedding planning over time, moving beyond simple time-based communication toward more relevant, behavior and journey-based orchestration
• Own the conversion path from first signal to purchase, including swatch leads, quiz completions, saved favorites, wedding date capture, account creation, and other emerging qualified lead types
• Lead the bride-to-bridesmaid handoff journey, ensuring Birdy Grey effectively supports the transition from individual decision to group purchase through proactive, useful, conversion-oriented communication
• Activate groom and suits cross-sell programs in partnership with internal stakeholders, using lifecycle touchpoints to convert bride momentum into incremental category revenue
• Build the post-wedding lifecycle strategy, including repeat purchase, bridesmaid-to-bride reactivation, referral-minded programs, and longer-term customer value expansion
• Partner closely with Digital Product to improve lead capture, onboarding experiences, party coordination flows, and other high-leverage moments where product and lifecycle intersect
• Partner with Performance Marketing on handoff logic, audience definitions, suppression strategy, and lead quality feedback loops so acquisition and lifecycle work as distinct but connected functions
• Partner with Creative to brief and scale lifecycle asset needs across evergreen programs, campaigns, seasonal moments, and testing roadmaps
• Manage agency partners and help shape the long-term operating model for lifecycle as the function grows
• Build a rigorous testing and learning agenda across messaging, segmentation, timing, audience logic, and journey design, and translate learnings into ongoing performance improvement
• Use customer and business data to identify friction, opportunity, and performance gaps, then turn those insights into practical programs that improve conversion and customer value
• Help shape the future lifecycle infrastructure of the business, including segmentation strategy, personalization readiness, and the systems required to support a more intelligent and connected customer journey
• Leverage AI and automation tools to accelerate content creation, segmentation, predictive modeling, and personalization at scale

Requirements:

• Bachelor's Degree Required
• 5+ years of experience in Lifecycle Marketing, CRM, retention, or customer journey orchestration, with at least 3 years in a DTC ecommerce environment
• Demonstrated experience building lifecycle infrastructure, operating models, or customer journey programs from the ground up
• Strong experience in long consideration-cycle businesses where customers convert over weeks or months rather than in a single session
• Experience building and optimizing lifecycle programs across multiple journey stages including nurture, conversion, onboarding, retention, and reactivation
• Track record of owning business-impacting lifecycle programs tied to conversion, revenue, and customer value, not just channel execution
• Experience working closely with agencies and cross-functional internal partners across marketing, product, creative, analytics, and customer experience
• Strong understanding of segmentation, testing, personalization, customer behavior, and performance analysis
• Hands-on proficiency with enterprise ESP and marketing automation platforms (e.g., Klaviyo, Iterable, Attentive, Postscript or similar)
• Excited about AI and actively leverage AI tools (e.g., Claude, Gemini, Copilot) to accelerate your own work and identify opportunities to embed AI-driven automation across operations
• Impeccable organizational skills and attention to detail
• Excellent verbal, written, and interpersonal communication skills
• Strong analytical skills with the ability to perform data deep dives to surface actionable insights
• Proactive problem solver with the ability to troubleshoot and/or escalate issues effectively
• Hard working and willing to roll sleeves up - no job is too big or too small
• You have an entrepreneurial spirit. You thrive in a dynamic, fast-paced, fluid environment. You are comfortable with ambiguity and take initiative to lead projects
• Experience in apparel, fashion, or event-driven consumer categories
• Experience with retention and reactivation strategies that extend customer value beyond the initial purchase
• Familiarity with AI-assisted content generation, predictive segmentation, or automation tooling
• Experience in SaaS or other long consideration-cycle customer journeys
• Passion for experimentation, iteration, and using customer insight to improve performance