Lifecycle Marketing Manager

Scenthound is a membership-based franchise providing affordable, wellness-focused dog care. The Lifecycle Marketing Manager will own CRM and lifecycle marketing strategy across email, SMS, and push notifications, lead a CRM platform migration, build automated customer journeys, analyze behavioral data, and drive membership growth, retention, and customer lifetime value.

Responsibilities:

• Lead project management of Scenthound's migration to a new CRM platform — a top company priority — owning the program end to end, from requirements through build, testing, launch, and post-launch optimization
• Coordinate cross-functional stakeholders across Marketing, Product, Technology and Operations -owning the project timeline, tracking deliverables and keeping everyone aligned
• Manage the vendor relationship with the new CRM partner, holding them to scope, milestones, and quality standards
• Oversee data migration and the rebuild of journeys, segments, and templates to ensure a seamless transition with no disruption to member communications
• Own the overall email, SMS, and push notification lifecycle strategy — from acquisition through retention, loyalty, and win-back
• Design, build, and launch automated lifecycle journeys: onboarding, post-purchase, abandoned flows, re-engagement, loyalty/VIP, and win-back
• Develop deep segmentation and audience-building strategies based on member behavior, purchase history, engagement signals, and lifecycle stage — delivering relevant, personalized messaging at scale
• Define and manage a rigorous testing roadmap: A/B and multivariate tests across subject lines, send times, creative, offers, channel mix, copy and journey touchpoints — and systematize learnings into playbooks
• Monitor and continuously improve deliverability, list health, opt-out rates, and spam complaint rates; maintain best-in-class list hygiene
• Build regular performance reporting across lifecycle KPIs; present insights and data-backed recommendations to the Director of Digital Marketing
• Take a fully data-driven approach to lifecycle strategy — independently digging into platform analytics, behavioral data, and cohort performance to surface trends, drop-off points, and growth opportunities
• Build and analyze audience segments using CRM tools and, where applicable, data warehouse environments (Snowflake experience a plus)
• Translate raw data into clear, actionable insights that inform campaign strategy, product decisions, and customer experience improvements
• Own cohort analysis, funnel performance, and lifecycle KPI reporting — identifying what's working, what isn't, and what to do next
• Collaborate with the Product team on in-app messaging, member experience, and feature launches
• Support management of the web experience — landing pages, conversion flows, and content updates
• Ensure digital touchpoints across channels are consistent, on-brand, and optimized for performance
• Work hand-in-hand with corporate teams including Marketing, Product, Operations, and Technology
• Serve as a reliable marketing resource for our franchise network — communicating clearly, supporting local needs, and navigating the complexity of a multi-unit system with professionalism and patience
• Translate corporate campaign strategy into scalable, franchisee-friendly toolkits and assets
• Assist the Director of Digital Marketing on paid media initiatives and agency coordination
• Contribute to SEO strategy and execution efforts
• Support reporting, budget tracking, and strategic presentations as needed

Requirements:

• 5+ years of hands-on experience in lifecycle marketing, CRM, or email/SMS marketing with a proven track record driving revenue, retention, and customer LTV
• Deep expertise in audience segmentation and list strategy — you know how to slice data to find the right customer, with the right message, at the right moment
• Genuinely data-driven: you dig into the numbers yourself, identify what the data is telling you, and use those insights to build smarter programs — a self-starter on managing this need
• Proven ability to design and execute automated lifecycle flows from the ground up across email, SMS, and push
• Retail or consumer brand background — you understand how customers shop, join, and churn
• Strong understanding of email/SMS compliance: CAN-SPAM, TCPA, CCPA, GDPR, and consent best practices
• Comfortable managing multiple channels and programs simultaneously without dropping the ball
• Strong communicator who can work effectively with corporate stakeholders and franchise owners alike
• Self-starter mentality — you identify the opportunity and move without waiting to be told
• Proficiency with at least one major ESP/CRM platform (e.g., Klaviyo, Cinch, Braze, Customer.io, Salesforce Marketing Cloud, Iterable, or similar)
• Fully Remote if outside of Florida
• Basic HTML/CSS for email template editing nice to have; mobile-first design sensibility
• Experience in a multi-location, franchise, or membership/subscription business environment
• Snowflake or similar data warehouse experience; SQL proficiency for custom audience building and funnel analysis
• Familiarity with tools like Looker, Google Analytics, or similar analytics platforms
• Experience supporting paid media strategy or agency relationships
• Track record of building structured experimentation frameworks and iterating based on results