Responsibilities

Own end-to-end member communications as a unified system
Design and manage member journeys that orchestrate messaging across CRM, in-app, push, and owned channels with intelligent prioritization
Lead decisioning frameworks for communication logic, frequency capping, priority hierarchies, message sequencing, and A/B testing strategies
Architect how segmentation, behavioral signals, and marketing technology (e.g., Braze, Hightouch) work together as an integrated orchestration system
Ensure communications deliver the right message, to the right member, at the right time, through the right channel
Own the strategy and execution of programs focused on increasing member quality, engagement, retention, and revenue
Lead the lifecycle experimentation roadmap to identify high-impact levers across onboarding, reactivation, and loyalty
Surface behavioral insights through segmentation and data analysis to guide CRM and in-app campaign development
Be accountable for MAU, retention metrics, payer penetration, and revenue impact
Develop full-funnel campaign strategies that drive improvements in member quality, engagement, retention, and revenue across key lifecycle stages
Build targeted campaign playbooks that connect behavioral signals with the right CRM or in-app actions to drive relevance and value
Collaborate with Product, Lifecycle, Revenue, and BI to identify key inflection points in the member journey and shape strategies that encourage meaningful action
Translate experimentation and insights into scalable lifecycle touchpoints with a focus on continuous optimization
Oversee development and launch of lifecycle campaigns across CRM, in-app, and owned channels with a focus on personalization and business impact
Partner with Creative and Content teams to develop assets that reflect member needs and behavioral triggers
Monitor campaign performance and optimize based on KPIs such as retention, CTR, engagement, member quality, conversion, and revenue
Manage testing roadmaps to continuously improve message effectiveness, journey performance, and revenue outcomes
Partner with Product, Revenue, Engineering, and BI to align on strategy, timelines, and execution plans
Champion a member-first approach across all growth initiatives while balancing business and revenue objectives
Drive operational clarity across cross-functional efforts and lead key stakeholder updates

Requirements

7+ years in lifecycle marketing, CRM, product marketing, or growth roles within a consumer technology or subscription-based business
Deep expertise in CRM orchestration and lifecycle marketing with a proven track record of improving member retention, engagement, and revenue
Hands-on experience with marketing automation and orchestration platforms such as Braze, customer data platforms like Hightouch, segmentation frameworks, and performance measurement
Demonstrated ability to design and manage multi-channel member journeys with sophisticated decisioning logic and prioritization frameworks
Systems thinker who understands how segmentation, signals, tooling, and messaging work together to create seamless member experiences
Ability to develop and lead experimentation roadmaps with a test-and-learn mindset
Excellent cross-functional collaborator and communicator with strong organizational leadership
Strategic thinker who is also a doer and able to move from high-level vision to tactical execution
A member-first mindset
data-informed approach to messaging, lifecycle strategy, campaign design, and revenue optimization
Comfort operating in a fast-paced, evolving environment with shifting priorities
A passion for making online connection more intentional
A systems-oriented approach to communications that prioritizes orchestration over siloed execution