Senior Manager, Lifecycle Marketing (CRM/Retention)

Maven Clinic is a virtual clinic for women and families that provides virtual care and end-to-end women's and family health programs. The Senior Manager, Lifecycle Marketing will build and operate the consumer lifecycle engine across acquisition, conversion, engagement, and retention, while partnering with engineering, product, clinical, and content teams. The role owns lifecycle strategy, Braze execution, experimentation, analytics, compliance, and cross-functional roadmap recommendations.

Responsibilities:

• Architect and own the full consumer lifecycle roadmap, from pre-purchase nurture and conversion flows through post-purchase engagement, win-back, and healthcare-specific journeys such as Rx notifications, refill reminders, and clinical milestone communications
• Lead lifecycle go-to-market for new program launches, owning the full communications plan from pre-launch nurture through post-launch engagement and ongoing retention
• Build and operate automated flows directly in Braze across email, SMS, push, and in-app channels, including complex segmentation, Liquid logic personalization, and journey QA
• Act as a system steward for lifecycle infrastructure: maintain journey hygiene, integration health, and a clean, scalable Braze architecture as the consumer product evolves
• Partner closely with engineering on event schema design, data triggers, and Braze integrations; write requirements for backend events, read data specs, and debug why triggers aren’t firing
• Design and use AI-assisted tools to draft email copy and rapidly prototype designs, then route through Maven’s content and design teams for review
• Maintain and evolve a modular email design system to ensure production remains fast and scalable
• Own the lifecycle experimentation program: design A/B tests across subject lines, copy, timing, and flow logic; analyze results rigorously; and report on what is truly driving conversion, retention, and LTV
• Monitor funnel performance proactively and translate insights into roadmap recommendations; identify drop-off patterns, onboarding friction, and engagement gaps, and advocate for product improvements with the PM team
• Close the feedback loop between member behavior and content strategy by analyzing replies, unsubscribe signals, and engagement data to surface qualitative insights that inform product, clinical, and content messaging
• Ensure all lifecycle communications meet HIPAA and healthcare compliance requirements, with a strong understanding of how to communicate sensitively in a regulated health context
• Collaborate cross-functionally with product, engineering, clinical, and content teams to ensure lifecycle is fully integrated into the member experience

Requirements:

• 5–8 years of experience in lifecycle marketing, with meaningful time in DTC health, wellness, or similarly trust-sensitive and regulated consumer categories
• Deep fluency across the full DTC lifecycle funnel: acquisition nurture, abandoned checkout/consultation, post-purchase onboarding, win-back, loyalty, and healthcare-specific journeys such as Rx management, refill reminders, and clinical program engagement
• Braze power user experience required: you've built complex canvases, multi-step event-triggered flows, Liquid logic personalization, A/B experiments, and segmentation yourself—not just managed others who have
• Strong technical and data fluency: you can read event schemas, write trigger specs, cross-reference tracking plans, and troubleshoot flow issues without translation
• Experience leading lifecycle for new product or program launches, not just maintaining existing flows
• Strong product instincts: you synthesize lifecycle insights into roadmap recommendations and can engage effectively with PMs on product direction
• Working knowledge of email deliverability, list hygiene, and domain authentication, with an understanding of scaling risks and prevention strategies
• HIPAA-aware and healthcare-savvy, with an ability to communicate appropriately in regulated health contexts without prompting
• Comfortable using AI tools to accelerate copy drafting and design iteration, producing outputs that require light editing rather than full rewrites
• Strong analytical instincts: you own lifecycle performance reporting, distinguish signal from noise, and build clear cases for investment decisions
• This role requires active work authorization in the US
• Familiarity with Mixpanel for funnel analysis strongly preferred
• Working knowledge of Customer.io strongly preferred