CRM & Lifecycle Marketing Manager

[solidcore]•Arlington, VA

1d•$85,552 - $97,282•Onsite

About The Position

The CRM & Lifecycle Marketing Manager will own the strategy and execution of the existing member lifecycle at [solidcore]. This role is responsible for managing the customer journey from initial membership through upgrades, loyalty engagement, churn prevention, and winback, with the goal of maximizing client lifetime value (LTV). Reporting to the Senior Director, Lifecycle and Marketing Operations, the manager will lead lifecycle programs end-to-end, including strategy development, execution planning, and cross-functional collaboration. This position requires a blend of strategic thinking and hands-on execution, and is ideal for someone aspiring to grow into broader lifecycle leadership. The successful candidate will have a proven ability to build and optimize CRM programs, manage a roadmap independently, and possess a strong understanding of drivers for long-term member engagement and retention.

Requirements

3-5 years of experience in lifecycle marketing, CRM, or retention strategy, preferably in fitness, health & wellness, or a subscription-based business.
Hands-on experience owning campaigns and journeys in a CRM/marketing automation platform; experience with both Klaviyo and Axle strongly preferred.
Track record of using data to drive lifecycle strategy decisions; comfort working in tools like Tableau or Looker.
Experience building marketing strategies that tell a clear story and gain buy-in across stakeholders, not just report on past performance.
Experience mentoring or providing feedback to junior team members, even informally.
Comfortable using AI tools to accelerate both tactical work (copy drafts, reporting summaries) and strategic work (data synthesis, segmentation exploration), with sound judgment on when outputs need human validation.
Strong project management skills, with the ability to own a roadmap independently and manage multiple priorities in a fast-paced environment.
Clear, confident communicator, comfortable presenting recommendations to senior stakeholders.

Nice To Haves

Experience with Klaviyo and Axle
Experience with Tableau or Looker
Experience mentoring or providing feedback to junior team members, even informally.

Responsibilities

Own the strategy and roadmap for existing-member programs, including membership tier upgrades, churn prevention, milestone/loyalty engagement, and member winback, from concept through measurement.
Lead strategy and execution for the milestone and loyalty program, from initial build through launch and ongoing optimization, to reinforce engagement and reduce churn risk.
Shape strategy and lead execution for member-related flows supporting the new modality launch.
Spearhead lifecycle strategy for international market expansion beginning in 2027, building foundational CRM programs as new markets come online.
Support member-related execution for national partnership campaigns, ensuring these initiatives support engagement and retention goals for existing members.
Design and continuously optimize member journeys in Klaviyo, balancing automation with the flexibility to layer in seasonal or brand-driven moments.
Partner with Studio Operations and Field teams to align retention messaging with in-studio member experience, ensuring CRM programs reinforce (rather than duplicate) staff-led touchpoints.
Lead creative review for lifecycle campaigns, providing strategic direction and feedback to internal and agency creative partners to ensure work is on-brand and performance-driven.
Analyze campaign and journey performance against key retention metrics and translate findings into a prioritized optimization plan.
Own a regular reporting cadence for owned programs, feeding key insights and progress into weekly, monthly, and quarterly business reviews.
Lead A/B testing across owned programs, and build a point of view on what's working and why.
Use AI tools both to speed up execution (drafting copy variants, summarizing performance data) and to support strategic work, like surfacing patterns in client behavior data or stress-testing segmentation logic, while ensuring outputs are validated before use in decision-making.
Partner with Digital, Brand, Field, and Strategy teams to ensure lifecycle programs are aligned with broader marketing initiatives and reflect current brand and tone standards.
Partner with GrowthMinded and Strategy on retention and LTV reporting, ensuring metrics used in CRM decision-decision-making stay consistent with company-wide definitions.
Represent the Lifecycle team in cross-functional planning for major retention-focused initiatives, ensuring lifecycle programs are built into the plan from the start.
Brief and manage day-to-day workstreams with growth and lifecycle marketing agencies, ensuring deliverables meet [solidcore] brand standards and program timelines.