Lifecycle Marketing Lead

Rylo•New York, NY

About The Position

As a Lifecycle Marketing Lead at Rylo, you’ll build users' engagement journey and the system that turns first-time users into people who can't imagine going back. This is a key role, reporting directly to the VP of Growth. You will design the communication infrastructure that connects a profoundly underserved community to a product they depend on. That is not a retention problem. It is the most meaningful lifecycle challenge we know of, and we are looking for someone who sees it that way. The Difference You Will Make You care! Before you open any tool, you think about who is on the other end of the message. Not a segment. A person who may be Deaf, hard-of-hearing, late-deafened, or somewhere in between who uses Rylo to call their doctor, their family, their employer. That context shapes every sequence you build. You think in systems, not campaigns. A single re-engagement flow is table stakes. You build the lifecycle infrastructure, the segmentation logic, the behavioral triggers, the message architecture that makes every future touchpoint better. You are AI-native, not AI-curious. You use AI to write faster, segment smarter, analyze results, and generate copy variants at a pace that actually serves an experimentation roadmap. You know which outputs to trust, which to interrogate, and how to push tools to meet your standard. You are building a practice for what comes next, not defending what worked before. You are obsessed with the number behind the number. You don't accept dashboard summaries at face value. You go one level deeper. Then one more. You know that a 50% open rate on a re-engagement campaign means nothing if the users who opened never made a call. You define your own cohorts. You pressure-test your own conclusions before you bring them to the room. When the data says one thing and your instinct says another, you don't pick a side, you design a test. And when the test is done, you actually change your behavior based on the result. You are technically fluent. You know what a well-instrumented mobile app looks like, and you notice when something's off. You can connect the platform to the webhook without filing a ticket. You know the difference between property and attribute. You understand the difference between an AppsFlyer install event and an organic install, and why that matters when you're building a re-engagement flow. You've worked alongside engineers closely enough to know how to spec an event, flag a tracking gap, and push back on an implementation that won't give you the signal you need.

Requirements

5+ years in lifecycle, CRM, or retention marketing at least some of it in a mobile-first environment.
Hands-on experience with push notifications, in-app messaging, email, and SMS in a single integrated stack (Braze, Iterable, Customer.io, or comparable).
Ability to design and interpret A/B tests without leaning on a data scientist to run them.
Experience with attribution tools (AppsFlyer, Adjust, or equivalent) and a real understanding of how attribution quality affects campaign decisions.
Fluency with AI tools, not aspirational. Demonstrated. You use them every day and can show what that looks like.

Responsibilities

Build and iterate lifecycle flows that actually move the activation metric and the retention metric.
Write the copy yourself. You are close enough to the message to know when it's right. You don't outsource that until you have a baseline worth handing off.
Use AI to move faster. Draft variants, A/B test workflows, synthesize user feedback, automate the mechanical parts of ops so your thinking time goes to the hard problems.
Partner with data to build the segmentation that makes personalization real. IP CTS and IP Relay users have different behaviors, different needs, and different revenue profiles. Treat them that way.
Instrument everything. If you can't measure it, you don't ship it.
Work with engineering and product to make sure every touchpoint is tracked, every test has a hypothesis, and every result has a takeaway.