Senior Manager, Digital & Lifecycle Marketing

NVA General Practice is a leading global veterinary community seeking a Senior Manager for Digital & Lifecycle Marketing to lead a data-driven marketing team. This role involves overseeing customer engagement and retention marketing across various channels and managing a team focused on enhancing digital experiences and driving measurable business growth.

Responsibilities:

• Collaborate with IT to define a martech roadmap to unlock scalable delivery of marketing campaigns particularly to create efficiency in email, SMS, and push
• Oversee website strategy, content, SEO, and conversion optimization
• Improve search rankings, organic traffic, and website conversion rates
• Partner with internal teams on SEO, site updates, and content strategy
• Ensure website supports marketing campaigns, promotions, and customer experience initiatives
• Lead the strategy, development, and optimization of the company’s loyalty and membership programs
• Develop initiatives that increase customer retention, visit frequency, and lifetime value
• Partner with Operations, Finance, and Analytics to design loyalty program structure, rewards, and promotions
• Track and report loyalty program performance, engagement, and ROI
• Identify and drive opportunities to extend client adoption across NVA business units (i.e., NVA General Practice and Specialty businesses)
• Drive app adoption, engagement, and usage through marketing campaigns and product improvements
• Own the marketing strategy and collaborate on customer experience for the mobile app
• Partner with product, IT, and external vendors to prioritize app features and enhancements
• Collaborate with IT to optimize digital customer journey from discovery to booking to post-visit engagement
• Lead lifecycle marketing strategy and execution leveraging owned channels
• Develop automated customer journeys across the lifecycle (new customer, active customer, lapsing, win-back, loyalty members)
• Drive personalization and segmentation strategies to improve engagement and conversion
• Monitor lifecycle performance metrics including open rates, conversion rates, retention, and revenue per customer
• Develop and manage customer referral programs to drive new customer acquisition
• Test and optimize referral incentives, messaging, and customer experience
• Track referral program performance and cost per acquisition
• Manage and develop a team responsible for loyalty, digital, lifecycle, and referral marketing
• Set team priorities, goals, and KPIs aligned with company growth and retention goals
• Partner closely with Operations, Product, IT, Finance, and Analytics teams
• Manage external agencies and marketing technology vendors where applicable

Requirements:

• 7–10+ years of marketing experience, with experience in digital, CRM, loyalty, or lifecycle marketing
• Experience managing marketing teams and cross-functional projects
• Experience with marketing technology platforms and analytics tools, CRM/email platforms, marketing automation, SEO, and digital analytics tools
• Strong analytical mindset and experience using data to drive decisions
• Experience managing agencies, vendors, or marketing technology platforms
• Strong communication and leadership skills
• Demonstrated ability to translate strategy into execution and results
• Excellent communication and executive stakeholder management skills
• Bachelor's degree
• Experience in multi-location, retail, hospitality, services, or consumer businesses preferred
• Entrepreneurial mindset with strong operational judgment