Senior Lifecycle Marketing Manager, Retention

TextNow•San Francisco, CA

8d•Hybrid

About The Position

TextNow is seeking a hands-on, data-driven Senior Lifecycle Marketing Manager, Retention to own the customer relationship from the first paid moment through everything that follows. The goal is to turn retention into a core driver of engagement and sustainable revenue. Reporting to the Head of Lifecycle Marketing, this role will own the post-monetization customer lifecycle, focusing on sustaining engagement, deepening monetization, preventing churn, and winning back lapsed customers. This is a senior ownership role for a retention expert who will define the strategy, methods, and tactics for the post-monetization lifecycle, making key decisions within their area of expertise. The ideal candidate is hands-on with an ESP (especially Braze), loves digging into data, and thinks in stages, cohorts, and retention curves.

Requirements

6–10 years in lifecycle, CRM, or retention marketing, with meaningful ownership of retention and winback strategy and outcomes.
Specialist in retention and reactivation who has built dormancy, churn-reduction, and winback programs that measurably moved the numbers.
Operated at a senior level and wants to stay hands-on and close to the craft.
Deep command of behavioral segmentation, trigger-based programs, and experimentation design.
Highly analytical and data-fluent, with a strong command of cohort analysis and incremental measurement.
Experienced operator who understands lifecycle infrastructure, platform architecture such as Braze or similar tools, and marketing systems design.
Collaborative cross-functional partner who can align Product, Data Science, and Creative around your retention & reactivation roadmap.
Growth-oriented but deeply protective of customer trust, brand equity, and long-term value creation.
Comfortable operating with visibility and accountability in a fast-scaling environment.

Nice To Haves

Hands-on experience with Braze or similar ESPs.

Responsibilities

Define and own strategy for the post-monetization customer relationship: sustaining active, paying users and reinforcing habits that correlate with long-term value.
Determine which retention channels and tactics to invest in, scale, or sunset based on incrementality data.
Build behavior-triggered engagement programs across email, push, in-app and custom channels, tied to real usage signals.
Own recurring monetization (rewards, plan upgrades, data upsells) as a natural extension of engagement.
Own the performance, evolution, and investment roadmap of the Rewards program.
Define and manage dormancy: what it means for different cohorts, how it's detected early, and how it's addressed before it becomes churn.
Own reactivation and winback across the base, building efficient, evergreen flows with distinct strategies for free-plan dormancy vs. paid-plan churn.
Develop the currently untapped conversion path from one-off pass purchasers to recurring plans.
Own retention-stage KPIs end to end, from primary-user retention to voluntary churn.
Measure incremental impact through holdouts and controls.
Translate behavioral and cohort data into a prioritized, roadmapped program of work.
Own a program area with impact across Product, Data Science, Platform/Operations, and Creative.
Operate with product fluency across the full TextNow offering, leveraging features across the lifecycle.
Drive cross-functional projects (Product, Data Science, Creative) from start to finish, adapting communication style to influence stakeholders.