Lifecycle Marketing Principal, Consumer Growth & Experience

Upside•New York, NY

8d•$170,000 - $200,000•Hybrid

About The Position

Upside is seeking a Lifecycle Marketing Principal to grow its automated, full-funnel consumer lifecycle engine across fuel, grocery, restaurants, and other verticals. The role focuses on building and scaling onboarding, habituation, referral, and advocacy programs, while partnering with Product and Product Marketing to turn consumer-facing on- and off-platform surfaces into scalable growth channels. Reporting to the Director of Lifecycle Marketing, this is a hands-on, practitioner-level role with high accountability and no direct reports. The principal will personally architect, build, instrument, and optimize lifecycle automations, work in Braze, and use controlled experimentation to improve monthly active users, retention, engagement, and product adoption. The role also calls for strategic influence across consumer, product, analytics, and executive stakeholders, as well as independent management of complex, high-risk projects. This hybrid position is based in Upside’s Washington, DC or New York City office. In-office attendance is required Monday, Tuesday, and Thursday, with the possibility of increased attendance based on project needs and changes to company policy. The full-time position offers a U.S. base salary range of $185,000–$200,000 in NYC or $170,000–$185,000 in Washington, DC, plus equity and benefits. Final pay depends on job-related factors and location.

Requirements

At least 8 years of progressive experience in Lifecycle Marketing and CRM.
Demonstrated success increasing consumer engagement and retention in a relevant mobile-first B2C experience, marketplace brand, or related industry.
Bachelor’s degree in Marketing, Business Administration, or a related field.
Deep functional knowledge of modern marketing engagement platforms such as Braze, Iterable, or Salesforce Marketing Cloud, including hands-on solution building and architecture.
Experience developing and optimizing mobile-first lifecycle marketing programs across push notifications, in-app messaging, content cards, and other app-native engagement channels.
Hands-on experience using AI tools to build and refine agents, skills, and automation frameworks that improve the speed and efficiency of end-to-end lifecycle execution.
Strong analytical and critical-thinking abilities, with the ability to interpret performance data and communicate practical insights that inform future strategies.
Collaborative approach and demonstrated ability to build strong, impactful partnerships across diverse teams.
Excellent communication and presentation skills, including the ability to influence and persuade collaborators at all levels.
Comfort operating independently with practitioner-level expertise and accountability.

Responsibilities

Lead Core Lifecycle work streams and evolve the consumer lifecycle program into a robust, automated ecosystem.
Design, build, instrument, and optimize lifecycle automations for onboarding, habituation and M1–M3 retention, reactivation, referral, and other consumer lifecycle needs.
Create scalable, always-on lifecycle drivers of monthly active users and retention using CRM and marketing automation platforms.
Apply a test-and-learn approach, shipping meaningful automation changes with a control or holdout.
Partner hands-on with Product and Product Marketing on Braze-orchestrated on- and off-platform experiences, including content cards, in-app messages, and connected content, as well as email, push, and SMS.
Support go-to-market strategy, feature and capability launches, and experimentation cadences to deepen product adoption.
Define required events, attributes, and other technical data requirements in partnership with martech, analytics, and data science teams.
Help evolve and optimize Upside’s referral program end to end as an automated advocacy loop, in partnership with Product Marketing and Product.
Work with consumer, product, analytics, and executive stakeholders to shape the commercial growth model and translate lifecycle challenges into strategic roadmaps.
Independently manage complex, high-risk projects and serve as an expert resource and mentor to the wider lifecycle team.
Personally build, troubleshoot, and optimize sophisticated marketing automation programs.