Lifecycle Marketing Manager

Ultra Pouches•New York City, NY

13d

About The Position

As the Lifecycle Marketing Manager at Ultra™, you will be responsible for shaping the customer experience after their initial purchase. This role involves designing, building, and continuously improving lifecycle experiences to foster loyalty and increase customer value. It is a hands-on, execution-focused position where you will manage the email service provider (ESP), create personalized onboarding journeys, develop communication strategies, and analyze data to optimize performance. You will collaborate closely with the Head of Growth and CMO on strategy, bringing it to life with precision and creativity, and using performance data to enhance each cohort's experience. The ideal candidate is customer-centric, detail-oriented, and understands the connection between their work and customer retention. This role offers a clear path to strategic ownership, with the potential to lead Ultra's retention strategy within a year.

Requirements

Hands-on experience and fluency in Klaviyo or a comparable ESP, with the ability to build sophisticated, personalized flows.
Customer-centric mindset with the ability to generate and brief genuinely compelling communications, paying close attention to tone, timing, and detail.
Data literacy, comfortable using dashboards and flow analytics to iterate and improve.
Ability to manage the complexity of multiple flows and segments without losing attention to detail.
Understanding of how lifecycle marketing impacts churn and LTV.
Proficiency in email and SMS marketing, with a holistic view of the post-purchase customer experience.
A drive for continuous improvement.
Embodiment of Ultra's values: Move fast. Be data-driven. Take ownership. Build with intention. Compete to win.

Nice To Haves

Experience in a high-growth, direct-to-consumer (DTC) environment.
Experience in the functional beverage or wellness category.

Responsibilities

Build and manage the full lifecycle experience, including onboarding, activation, habit formation, subscription management, winback, and reactivation.
Design highly personalized onboarding journeys to guide customers towards correct and confident product usage.
Utilize email and SMS as primary channels, and explore other touchpoints like in-product messages, packaging inserts, and educational content.
Manage the complexity of a multi-segment, multi-flow lifecycle program with precision.
Develop compelling messaging that is personal, useful, and on-brand from the customer's perspective.
Write and/or brief copy and creative for lifecycle communications, collaborating with the Creative team.
Ensure all customer touchpoints reinforce proper usage, expectations, and perceived value.
Build flows and experiences end-to-end within the ESP, including segmentation, triggers, logic, and personalization.
Run A/B tests on onboarding, messaging, timing, and offers, and use results to refine strategies.
Document successful strategies and processes for repeatability and scalability.
Build and manage subscription lifecycle programs focused on opt-in, save rates, and churn recovery.
Develop winback and reactivation flows based on customer motivations, avoiding generic discounts.
Recover revenue and re-engage high-intent customers through thoughtful communication.
Analyze cohort, funnel, and flow performance data to understand the impact on churn reduction and LTV.
Monitor the health of flows and segments, identify drop-offs, and translate insights into actionable improvements.
Partner with the Head of Growth on offer, bundle, and promotion strategies within the lifecycle.
Ensure lifecycle offers support long-term value rather than just short-term gains.