Lifecycle Marketing Manager - Mom and Baby (Remote)

Aeroflow Health • Asheville, NC

1d • Remote

About The Position

Aeroflow Health is a leading provider of home medical equipment and clinical support services. The Mom & Baby Division supports hundreds of thousands of growing families each year through insurance-covered maternal health products and services. As the Lifecycle Marketing Manager for the Mom & Baby Team, you will play a pivotal role in shaping how our brand connects with hundreds of thousands of expectant and new parents each year through highly personalized, data-driven lifecycle campaigns. This is a highly collaborative role for a marketer who thrives balancing strategic thinking with hands-on execution. Reporting to the Director of Brand Strategy & Marketing, you will focus on lifecycle email, SMS, and MMS campaigns, ensuring every message resonates deeply with moms from pregnancy through postpartum at every stage of their customer journey. You’ll collaborate across six product verticals to ensure Aeroflow Breastpumps remains the trusted source for millions of moms. This role requires a blend of strategic thinking, hands-on execution, creativity, and data-driven decision-making to build lifecycle programs that drive engagement, conversion, and long-term trust. Success in this role requires intellectual curiosity, strong business judgment, and a proactive approach to identifying opportunities and driving continuous improvement. You’ll partner closely with MarTech for execution in Braze, ensuring lifecycle campaigns are effective, technically sound and deliver measurable business results.

Requirements

• Bachelor’s degree in Marketing, Business, or a related field.
• 4–6+ years in lifecycle/email/SMS marketing (ideally in DTC, eCommerce, or consumer health/wellness), with strong understanding of customer journey mapping and lifecycle strategy.
• Hands-on experience with Braze (or similar tools like Iterable/Klaviyo) including automated journeys, segmentation, and campaign migration.
• Proven ability to write compelling email/SMS copy and align messaging with both brand voice and performance goals.
• Produces high-quality work with strong attention to detail, ensuring lifecycle campaigns are thoroughly reviewed, accurately executed, and optimized before launch.
• Skilled in designing and analyzing A/B or multivariate tests, and applying insights to improve engagement and conversion.
• Experience interpreting customer behavior and campaign performance using analytics platforms (e.g., GA4, Looker, Tableau, or similar) to inform recommendations and optimize lifecycle strategies.
• Strong organizational and project management skills (e.g., Jira), with ability to partner across Marketing, MarTech, and WebDev.
• Critical thinker with a builder's mindset who takes ownership from strategy through execution, is passionate about business growth, and committed to maintaining HIPAA/patient confidentiality.

Responsibilities

• Own the strategy, execution, and performance of all lifecycle email, SMS, and MMS campaigns.
• Proactively identify opportunities, develop strategic recommendations, and present data-backed solutions to improve lifecycle performance, customer experience, and business outcomes.
• Define business priorities and desired outcomes for automated journeys (onboarding, education, conversion, resupply reminders, cross-sell opportunities) in consultation with Marketing leadership and aligned to business unit goals.
• Develop and maintain a detailed lifecycle marketing journey map across email, SMS, and MMS touchpoints, using it to identify gaps and opportunities for engagement and conversion. Collaborate with Marketing and cross-functional partners to ensure alignment with the broader customer experience.
• Prioritize lifecycle initiatives based on business impact, customer value, technical complexity, and organizational priorities.
• Drive segmentation and personalization strategies to deliver relevant, timely communications based on customer behavior and lifecycle stage.
• Ensure lifecycle campaigns complement site experiences, landing pages, and broader funnel initiatives.
• Develop content strategy and write copy for lifecycle channels (email, SMS, MMS) that resonate with moms at each stage of her customer journey.
• Partner with Brand Marketing and Creative to ensure lifecycle messaging aligns with overall content themes, brand storytelling, tone, and design standards.
• Develop and optimize a portfolio of lifecycle templates and creative examples for continuous improvement.
• Own lifecycle marketing priorities in Braze, defining business requirements and campaign goals in collaboration with the MarTech team for technical execution and platform expertise.
• Partner with MarTech to scope, test, and launch automated journeys, dynamic content, and advanced segmentation.
• Define requirements for tagging, triggers, and personalization logic. Collaborate with MarTech and WebDev on feasibility and implementation.
• Support migration of legacy campaigns into Braze, ensuring smooth, optimized transitions in partnership with MarTech.
• Lead the development of a robust testing framework (A/B, multivariate) to improve engagement and conversions.
• Analyze performance data, customer behaviors, and journey insights to refine lifecycle strategies.
• Own lifecycle campaign performance by continuously monitoring results, identifying root causes, and implementing optimizations that improve key business metrics.
• Manage lifecycle KPI tracking and reporting (engagement, conversion, lifetime value) in alignment with Marketing leadership priorities and make data-driven recommendations for optimization.
• Collaborate closely with Brand Marketing and E-commerce to ensure lifecycle campaigns reinforce integrated marketing campaigns, product launches, merchandising initiatives, and seasonal priorities.
• Partner with Marketing, MarTech, Sales Operations, WebDev, and Consumer Insights to align lifecycle communications with funnel strategies and business goals.
• Collaborate with the MarTech team to ensure lifecycle strategies are translated into technically feasible builds and optimized for performance.
• Clearly communicate lifecycle strategies, recommendations, and performance insights to cross-functional stakeholders and Marketing leadership.
• Support customer research initiatives (surveys, feedback campaigns, qualitative insights) to inform lifecycle strategies in partnership with Marketing leadership.
• Perform other related duties as assigned to support evolving business needs.

Benefits

• Health, dental, vision, life insurance
• 401K with company match
• 12 weeks of parental leave for birthing parent
• 4 weeks leave for non-birthing parent(s)
• Additional Parental benefits to include fertility stipends, free diapers, breast pump
• Paid Holidays
• PTO Accrual from day one
• Employee Assistance Programs

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level