Senior Manager - Lifecycle Marketing, North America

Responsibilities

• Shape the NA Customer Lifecycle
• Lead the North America lifecycle and retention agenda, with a focus on helping families build listening habits, deepen engagement with the tonies ecosystem, increase repeat purchase, and reduce disengagement.
• Translate the global lifecycle strategy, customer journey architecture, and lifecycle stages into clear priorities and activation plans for the North American market.
• Build and maintain a NA lifecycle roadmap aligned with global lifecycle goals and local commercial priorities.
• Develop deep expertise in NA customer behavior and retention performance, identifying trends, opportunities, and risks that require local or global action.
• Act as the voice of the North American customer within lifecycle planning, ensuring local customer needs, commercial dynamics, and market insights are represented in global discussions.
• Build and Scale Lifecycle Programs
• Partner with Global Lifecycle & CRM to localize, adapt and execute global onboarding, engagement, retention, at-risk, reactivation, and win-back programs for the North American market.
• Identify and lead NA-first lifecycle opportunities that address specific market needs while supporting the broader global lifecycle goals.
• Partner with CRM, Product, E-commerce, Portfolio, Sales, and other teams to activate lifecycle strategies across owned channels and relevant customer touchpoints.

Requirements

• 7+ years of experience in lifecycle marketing, retention, CRM, or a related consumer marketing role.
• Proven ability to build, localize, and scale lifecycle programs that drive engagement, retention, repeat purchase, and revenue.
• Strong commercial mindset with the ability to connect customer behavior to broader business levers including product, pricing, promotions, portfolio, and customer experience.
• Highly analytical, with the ability to translate complex customer and behavioral data into simple, actionable business recommendations.
• Strong understanding of customer, financial, and business metrics including retention, churn, engagement, repeat purchase, and customer lifetime value.
• Experience working with CRM and lifecycle platforms, ideally including Braze, and partnering closely with Product, App, Content, Data, and Analytics teams.
• Demonstrated ability to structure problems, prioritize opportunities, build business cases, and drive initiatives through cross-functional teams.
• Ability to balance strategy and execution, moving comfortably between high-level lifecycle planning and detailed program delivery.
• Strong stakeholder management and influencing skills, particularly within global or multi-market organizations where ownership is distributed across global and local teams.
• Experience with advanced analytics, predictive modeling, machine learning, or customer segmentation is a plus.