Lifecycle Marketing Manager

Scenthound Franchising

7d•$80,000 - $90,000•Remote

About The Position

The Lifecycle Marketing Manager will be the engine behind how Scenthound communicates with members, prospects, and dog parents across email, SMS, and push notifications. This role owns end-to-end CRM strategy and execution — from acquisition through retention and win-back — while collaborating deeply with cross-functional corporate teams, agency partners, and our franchise network. You'll be equal parts strategist and builder: turning customer data into automated journeys and high-impact campaigns that drive membership growth, retention, and long-term customer LTV. This is not a role for someone who delegates the data work. You'll dig into behavioral analytics, build and own your own segments, uncover insights others miss, and use those findings to continuously sharpen your strategy. We are looking for someone who is energized by autonomy, thrives in a fast-moving franchise environment, and takes pride in building things that actually work. You're comfortable being the most knowledgeable person in the room when it comes to lifecycle strategy — and you back every decision with data. You genuinely care about the customer experience, and you know that the right message, to the right member, at the right moment is what drives real business results. This position reports to the Director of Digital Marketing. Fully remote if outside of Florida.

Requirements

3-5 years of hands-on experience in lifecycle marketing, CRM, or email/SMS marketing with a proven track record driving revenue, retention, and customer LTV
Deep expertise in audience segmentation and list strategy — you know how to slice data to find the right customer, with the right message, at the right moment
Genuinely data-driven: you dig into the numbers yourself, identify what the data is telling you, and use those insights to build smarter programs — a self-starter on managing this need
Proven ability to design and execute automated lifecycle flows from the ground up across email, SMS, and push
Retail or consumer brand background — you understand how customers shop, join, and churn
Strong understanding of email/SMS compliance: CAN-SPAM, TCPA, CCPA, GDPR, and consent best practices
Comfortable managing multiple channels and programs simultaneously without dropping the ball
Strong communicator who can work effectively with corporate stakeholders and franchise owners alike
Self-starter mentality — you identify the opportunity and move without waiting to be told
Proficiency with at least one major ESP/CRM platform (e.g., Klaviyo, Cinch, Braze, Customer.io, Salesforce Marketing Cloud, Iterable, or similar)

Nice To Haves

Basic HTML/CSS for email template editing nice to have; mobile-first design sensibility
Experience in a multi-location, franchise, or membership/subscription business environment
Snowflake or similar data warehouse experience; SQL proficiency for custom audience building and funnel analysis
Familiarity with tools like Looker, Google Analytics, or similar analytics platforms
Experience supporting paid media strategy or agency relationships
Track record of building structured experimentation frameworks and iterating based on results

Responsibilities

Own the overall email, SMS, and push notification lifecycle strategy — from acquisition through retention, loyalty, and win-back
Design, build, and launch automated lifecycle journeys: onboarding, post-purchase, abandoned flows, re-engagement, loyalty/VIP, and win-back
Develop deep segmentation and audience-building strategies based on member behavior, purchase history, engagement signals, and lifecycle stage — delivering relevant, personalized messaging at scale
Define and manage a rigorous testing roadmap: A/B and multivariate tests across subject lines, send times, creative, offers, channel mix, copy and journey touchpoints — and systematize learnings into playbooks
Monitor and continuously improve deliverability, list health, opt-out rates, and spam complaint rates; maintain best-in-class list hygiene
Build regular performance reporting across lifecycle KPIs; present insights and data-backed recommendations to the Director of Digital Marketing
Take a fully data-driven approach to lifecycle strategy — independently digging into platform analytics, behavioral data, and cohort performance to surface trends, drop-off points, and growth opportunities
Build and analyze audience segments using CRM tools and, where applicable, data warehouse environments (Snowflake experience a plus)
Translate raw data into clear, actionable insights that inform campaign strategy, product decisions, and customer experience improvements
Own cohort analysis, funnel performance, and lifecycle KPI reporting — identifying what's working, what isn't, and what to do next
Collaborate with the Product team on in-app messaging, member experience, and feature launches
Support management of the web experience — landing pages, conversion flows, and content updates
Ensure digital touchpoints across channels are consistent, on-brand, and optimized for performance
Work hand-in-hand with corporate teams including Marketing, Product, Operations, and Technology
Serve as a reliable marketing resource for our franchise network — communicating clearly, supporting local needs, and navigating the complexity of a multi-unit system with professionalism and patience
Translate corporate campaign strategy into scalable, franchisee-friendly toolkits and assets
Assist the Director of Digital Marketing on paid media initiatives and agency coordination
Contribute to SEO strategy and execution efforts
Support reporting, budget tracking, and strategic presentations as needed