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.

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

Preferred

• 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.

Benefits

• Competitive Compensation: Based on experience and performance + Annual Performance Bonus
• Healthcare Benefits: 100% employer covered medical dental & vision plans, 50% spouse and dependent medical coverage + access to One Medical + Mental Health Benefits
• Retirement: 401K + up to 4% match after 3 months
• Generous PTO: Flexible Open PTO Policy + 11 paid holidays
• Wellness: A monthly wellness day + monthly wellness stipend + summer Fridays
• Flexibility: Partial remote with a high level of autonomy and accountability
• Employee Discount: Free bridesmaid dresses + 50% discounts on Birdy Grey products
• Family Benefits: 3 months of paid parental leave
• Purpose: Join in the success of a high-growth, 80% women, minority founded, early-stage startup by driving performance and building out new processes