Senior Lifecycle Marketing Manager

Destination Pet, LLC•Remote Texas, TX

2d•$140,000 - $150,000•Remote

About The Position

The Senior Lifecycle Marketing Manager plays a critical role in driving customer retention, repeat visit frequency, and lifetime value across Destination Pet's portfolio through targeted, data-driven lifecycle campaigns. This role spans strategy and execution, working closely with Marketing, Operations, and Analytics to design, execute, and optimize customer communications across outbound channels. This position reports to Michelle McPherson, VP of Strategic Marketing & Growth.

Requirements

10+ years in lifecycle/CRM/retention marketing, ideally in multi-location, franchise, or portfolio-brand environments
Strong revenue and growth orientation
Strong grasp of email deliverability fundamentals and authentication standards
Proven experience designing and analyzing A/B/multivariate tests with statistical rigor
Hands-on experience with marketing automation tools, specifically Braze and Segment
Operational empathy and partnership mindset
Comfortable working across both a centralized strategy and decentralized, location-level execution
Strong execution and follow-through

Responsibilities

Own end-to-end lifecycle marketing strategy across the customer journey (acquisition, onboarding, retention, win-back, cross-sell)
Develop and prioritize a testing roadmap across email, SMS, and push channels aligned to business goals (i.e. repeat visit frequency, multi-service cross-sell)
Translate broader marketing objectives into channel-specific and audience-specific campaign plans across a multi-brand, multi-location
Design and maintain customer segmentation frameworks (lifecycle stage, pet ownership status, tenure, product/plan enrollment, location/market density tier)
Build and manage mutually exclusive test cohorts for A/B and multivariate testing, ensuring statistically sound sample sizing across markets of varying density
Partner with data/analytics teams to define and refine audience models (i.e. new pet parent identification, at-risk/churn signals, high-LTV multi-pet households)
Own suppression logic and list hygiene (current customers, do-not-mail, recently lapsed) to ensure campaign targeting accuracy
Build, QA, and deploy multi-channel lifecycle campaigns (email, SMS, etc.) including trigger-based/automated journeys (welcome series, onboarding, renewal reminders, win-back)
Manage campaign calendar and cadence across ~160 brands/locations, balancing centralized efficiency with local market relevance
Serve as primary owner/administrator of Braze, the marketing automation platform
Ensure email deliverability best practices are maintained, including domain authentication protocols (SPF, DKIM, DMARC, BIMI) and sender reputation monitoring
Manage data governance and customer data hygiene across systems to support accurate segmentation and personalization
Design and execute A/B and multivariate tests with clear, single-variable hypotheses to isolate what drives performance
Define and track core lifecycle KPIs
Build recurring performance reporting and leadership-ready summaries, translating testing results into business-relevant recommendations
Maintain a test-and-learn repository documenting what's been tested, results, and next-step recommendations
Partner with marketing, creative, operations, and legal teams to ensure lifecycle campaigns align with brand standards, compliance requirements, and location-level operational realities
Act as a lifecycle marketing subject-matter expert and mentor