Lifecycle Marketing Lead

Midwest Tape•Holland, OH

16h•Hybrid

About The Position

We're looking for a Lifecycle Marketing Lead to own and evolve how we engage Hoopla app users across every stage of their journey – from acquisition and onboarding through retention, loyalty, and win-back. This role sits at the intersection of strategy, analytics, creative, and technology, leading the development of personalized customer experiences that drive engagement, conversion, and lifetime value. You'll own our lifecycle marketing roadmap (from inception through execution), partnering across Marketing, Product, Analytics, and Creative to build sophisticated customer journeys, develop a culture of experimentation, and continuously optimize performance. This is an ideal role for someone who enjoys equal parts strategy and execution and thrives on using data to improve customer experiences.

Requirements

5-7 years of experience in lifecycle marketing, CRM, retention marketing, or marketing automation.
Bachelor’s Degree in Marketing, Business, or related field, or equivalent experience preferred
Deep expertise with Braze, including Canvas, segmentation, Liquid, personalization, journey orchestration, and reporting.
Proven experience building automated customer journeys and lifecycle marketing programs that drive measurable business results.
Strong understanding of experimentation methodologies, including A/B and multivariate testing.
Experience with website personalization or experimentation platforms such as Monetate, Optimizely, Adobe Target, or similar.
Analytical mindset with the ability to interpret data, identify trends, and translate insights into action.
Experience working with customer segmentation, behavioral data, and personalization strategies.
Strong project management and organizational skills with the ability to manage multiple initiatives simultaneously.
Excellent communication skills and experience collaborating across Creative, Product, Analytics, and Marketing teams.
A proactive, curious, and continuous improvement mindset.

Nice To Haves

Experience with SQL or business intelligence tools (Looker, Tableau, Power BI, etc.).
Experience with customer data platforms (CDPs).
Experience working in digital media, subscription, SaaS, ecommerce, or consumer technology.
Familiarity with AI-driven personalization or predictive marketing tools.

Responsibilities

Owning the lifecycle marketing strategy
Develop and execute the lifecycle marketing strategy across acquisition, onboarding, engagement, retention, loyalty, and win-back.
Build and maintain a prioritized lifecycle roadmap aligned to business objectives and metrics.
Identify opportunities to improve user engagement, conversion, retention, and lifetime value through thoughtful customer journey optimization.
Champion a test-and-learn culture by developing hypotheses, prioritizing experiments, and applying learnings across future campaigns.
Own the execution and optimization of lifecycle campaigns within Braze across email, push notifications, in-app messaging, and automated customer journeys.
Build sophisticated user journeys using Canvas, segmentation, triggers, liquid personalization, and dynamic content.
Ensure campaigns are accurately implemented, QA'd, and optimized to deliver measurable business impact.
Continuously monitor campaign performance and recommend improvements based on customer behavior and engagement data.
Develop and manage a comprehensive A/B and multivariate testing roadmap across lifecycle marketing channels.
Leverage behavioral, demographic, transactional, and engagement data to deliver increasingly personalized user experiences.
Partner with Analytics to identify new audience segments, personalization opportunities, and growth initiatives.
Analyze campaign performance and communicate actionable insights to stakeholders across the organization.
Manage website/app personalization initiatives and experimentation through Monetate or similar optimization platforms.
Collaborate with Product teams to ensure consistent customer experiences across marketing channels and onsite touchpoints.
Measure incremental impact and incorporate learnings into future customer journey strategies.
Partner with Creative and Content teams to develop compelling customer communications that align with lifecycle objectives.
Translate data and performance insights into clear creative direction and optimization recommendations.
Work cross-functionally with Marketing, Product, Analytics, and Engineering to execute integrated customer experiences.
Document testing results, establish best practices, and help build a scalable lifecycle marketing program.