Lifecycle Marketing Principal, Consumer Growth & Experience

Responsibilities

• Own & Scale the Core Funnel
• Architect the Automated Funnel: Lead "Core Lifecycle" work streams, helping us continue to evolve the program into a robust, automated ecosystem. You will personally design, build, instrument, and optimize sophisticated lifecycle automations across onboarding, habituation (M1–M3 retention), reactivation, high-upside viral referral loops, and more.
• This is a highly hands-on role requiring deep expertise in CRM and marketing automation platforms to create scalable, "always-on" drivers of MAU and retention.
• Build with a test-and-learn mindset; every meaningful automation change ships with a control or holdout
• Drive Cross-Platform Experience
• Be lifecycle's primary hands-on partner to Product product and product marketing on Braze-orchestrated experiences, on and off platform (content cards, in-app messages, connected content, etc) and owned off-platform surfaces (email, push, SMS), turning them into a scalable acquisition and engagement channel.
• In partnership with product marketing, support GTM strategy, feature & capability launches, and experimentation cadences with the goal of deeper product adoption.
• Define the technical data requirements (events, attributes, etc) these experiences need, in partnership with martech, analytics, and data science teams.
• Modernize Referral & Advocacy
• Support the evolution and optimization of Upside's referral program end to end as a modern, automated advocacy loop, in tight partnership with product marketing and product teams.

Requirements

• 8+ years of progressive experience in Lifecycle Marketing and CRM, with a demonstrated track record of increasing consumer engagement and retention within a relevant mobile-first B2C experience, a marketplace brand, or other related industry.
• Bachelor's degree in Marketing, Business Administration, or a related field.
• Deep functional knowledge in modern marketing engagement platforms such as Braze, Iterable, Salesforce Marketing Cloud, specifically with hands-on experience building and architecting solutions in platforms. This role requires ongoing practitioner-level expertise and comfort personally building, troubleshooting, and optimizing sophisticated automation programs.
• Experience developing and optimizing mobile-first lifecycle marketing programs across push notifications, in-app messaging, content cards, and other app-native engagement channels.
• AI-forward practitioner with hands-on experience leveraging AI tools to build and refine agents, skills and automation frameworks that accelerate velocity and efficiency across end-to-end lifecycle execution.
• Data-first decision maker with a test-and-learn mindset. Outstanding analytical and critical thinking abilities, and the capacity to interpret and distribute performance data into practical, digestible insights for stakeholders across the business and inform future strategies.
• A collaborative mindset with a proven ability to build strong, impactful partnerships across diverse teams.
• Excellent communication and presentation skills, with the ability to influence and persuade collaborators at all levels.

Benefits

• Medical, dental, and vision coverage starting on Day 1
• Equity (ISOs)
• 401(k) program
• Family planning programs + paid parental leave
• Physical fitness and wellness memberships
• Emotional and mental health support programs
• Unlimited PTO + 10 paid federal holidays + our annual, week-long Winter Break
• Flexible work environment
• Lunch reimbursement for in-office employees
• Employee Resource Groups