Lifecycle Marketing Manager

Basis Ed•Scottsdale, AZ

4d•Onsite

About The Position

BASIS Ed is seeking a strategic, data-driven Lifecycle Marketing Manager to lead owned-channel marketing across its growing network of public charter schools. Based at the Scottsdale Central Office, this role owns prospective-family communications and the experience after a lead enters the enrollment funnel, guiding families from initial awareness through inquiry, application, and enrollment. Channels and programs include email, SMS, CRM, website and SEO content, marketing automation, and enrollment nurture programs. Working alongside the Performance Marketing Manager, the role connects paid advertising, search, website, enrollment events, and other lead-generation activity to effective follow-up and conversion. The Performance Marketing Manager focuses on acquiring prospective families; this position focuses on converting that interest through content, personalized communications, optimized digital experiences, and automated nurture programs. The Lifecycle Marketing Manager develops lifecycle and content strategies, manages email and SMS automation, improves website and search performance, and leads testing and analytics tied to enrollment outcomes. The role partners with Performance Marketing, Analytics, Marketing Operations, Creative Services, Enrollment, school leaders, and external partners as needed. It serves as the organization's subject matter expert for lifecycle marketing, nurture strategy, CRM communications, content strategy, and marketing automation, while establishing governance, documentation, quality-control standards, and best practices across owned channels. BASIS Ed is the management services provider for BASIS Charter Schools and other innovative public charter school models. The position is accountable for improving enrollment-funnel conversion and efficiency, prospective-family engagement, campaign and website performance, organic search visibility, marketing-attributed enrollment growth, and CRM data quality and workflow reliability.

Requirements

Bachelor's degree in Marketing, Communications, Business, Analytics, or a related field.
At least 5 years of hands-on experience in lifecycle marketing, CRM marketing, marketing automation, growth marketing, enrollment marketing, content marketing, or related disciplines.
Proven experience building and optimizing automated email, SMS, CRM, and nurture programs.
Strong content strategy, copywriting, editorial planning, and audience communication experience.
Demonstrated success developing content and communication strategies that drive engagement, lead nurturing, and conversion.
Exceptional organizational skills and attention to detail, including the ability to manage audience segments, automated workflows, testing plans, content calendars, and campaign schedules accurately.
Demonstrated success improving conversion performance through segmentation, personalization, automation, content strategy, and testing.
Experience working directly with CRM and marketing automation platforms such as HubSpot, Salesforce Marketing Cloud, Braze, Iterable, Slate, Pardot, or similar systems.
Working knowledge of website management, SEO, conversion-rate optimization, and digital user experience best practices.
Strong understanding of customer journeys, conversion funnels, lead nurturing, and lifecycle marketing strategy.
Experience managing list hygiene, suppression strategies, audience governance, and CRM data quality.
Experience designing and executing A/B testing programs and applying insights to produce measurable improvements.
Strong analytical, communication, writing, and project management skills.
Strong understanding of email and SMS deliverability, audience health, marketing compliance, privacy, accessibility, consent management, and data governance best practices.

Nice To Haves

Experience in education, enrollment marketing, multi-location organizations, or other lead-nurture environments.
Familiarity with HubSpot, SchoolMint, WordPress, Elementor, or comparable CRM and enrollment platforms.
Experience with Tableau, Looker Studio, Power BI, GA4, Search Console, or similar reporting tools.
Experience developing SEO content strategies and managing editorial calendars.
Familiarity with AEO, GEO, and emerging search optimization methodologies.
Experience supporting long-consideration customer journeys and high-touch decision processes.
Experience using Jira, Asana, Monday.com, or another project management platform.
Familiarity with AI-powered content creation, marketing automation, and workflow optimization tools.

Responsibilities

Develop and manage lifecycle strategies that guide prospective families from subscriber to lead, applicant, and enrolled family.
Design and optimize multichannel communication journeys, map lifecycle stages and conversion points, identify friction, and improve family experience and funnel performance.
Develop audience segmentation and personalization based on lifecycle stage, behavior, school interest, geography, grade level, and enrollment intent.
Establish lifecycle definitions, entry criteria, automation triggers, lead-scoring models, and handoff processes across HubSpot, SchoolMint, and related systems.
Develop distinct nurture strategies for Open Enrollment, evergreen enrollment, new school launches, and priority campuses; partner with Performance Marketing to improve lead quality and inquiry-to-enrollment conversion.
Own enrollment content strategy across email, SMS, websites, landing pages, blogs, and other owned digital channels.
Develop content plans and messaging frameworks that address family questions and decision-making needs; maintain editorial calendars for enrollment campaigns, milestones, launches, tours, and events.
Govern prospective-family messaging for consistency, accuracy, brand alignment, and audience relevance; identify content gaps and opportunities to improve engagement, conversion, search visibility, and enrollment outcomes.
Partner with Creative Services, school leaders, and subject matter experts to create compelling, audience-centered enrollment content aligned with BASIS Education brand standards.
Own the strategy, planning, execution, and optimization of prospective-family email and SMS communications and automated lifecycle programs.
Develop nurture campaigns, behavioral triggers, workflows, audience segments, and personalized communication pathways; set communication cadences, frequency guidelines, and suppression strategies.
Manage lifecycle communication calendars and optimize content, timing, audience selection, personalization, and calls to action based on performance.
Own audience segmentation, list hygiene, suppression, consent management, and data quality; conduct audits, deduplication, segmentation reviews, and workflow validation.
Monitor email and SMS deliverability and apply practices that protect sender reputation and improve engagement.
Partner with Marketing Operations and Enrollment teams to maintain CRM data integrity and lifecycle-stage accuracy, manage audiences, and improve lead routing, communication workflows, and follow-up.
Lead enrollment-focused website content and organic growth initiatives in partnership with Performance Marketing, Creative Services, and external partners as needed.
Develop SEO, AEO, and GEO content strategies; manage keyword strategy, content optimization and maintenance, internal linking, and local search opportunities.
Optimize website and landing-page experiences for subscriptions, inquiries, event registrations, applications, and enrollment; align paid-media landing pages with campaign objectives and conversion goals.
Lead testing of landing pages, forms, content, calls to action, and user journeys; monitor website, conversion, and search metrics and maintain school- and market-specific content.
Own the lifecycle experimentation roadmap and design and execute A/B tests across messaging, timing, segmentation, landing pages, workflows, content, and channels.
Analyze campaign and funnel performance, develop reporting and dashboards connecting lifecycle activity to enrollment outcomes, and measure subscriber growth, engagement, inquiries, applications, funnel progression, and enrollment.
Present insights, recommendations, and performance updates to enrollment teams, school partners, and leadership; translate data into actionable improvements.
Serve as the organization's subject matter expert for lifecycle marketing, nurture strategy, CRM communications, content strategy, and marketing automation.
Partner with Performance Marketing, Analytics, Marketing Operations, Creative Services, Enrollment, and school leadership on enrollment strategy and prospective-family experience.
Coordinate content, messaging, and campaign assets; establish documentation, quality-control standards, communication governance, and lifecycle marketing best practices.
Stay current on lifecycle marketing practices, automation technologies, AI tools, compliance requirements, accessibility standards, and customer engagement trends.