Senior Manager - Lifecycle Marketing, North America

tonies GmbH•Palo Alto, CA

19h•Remote

About The Position

The Senior Manager, Lifecycle Marketing will lead tonies’ North America lifecycle and retention agenda, helping maximize long-term household engagement, repeat purchase, and customer lifetime value. Working with the Global Lifecycle & CRM team, the role translates global strategies, frameworks, and capabilities into commercially relevant North American programs while identifying opportunities based on local customer behavior, priorities, and insights. As the North American lifecycle expert and a key link between Global Lifecycle and the North American organization, this role partners across Marketing, CRM, Product, Data & Insights, E-commerce, Sales, Portfolio, and Customer Happiness. The work combines strategic planning, commercial judgment, analytics, and hands-on execution, balancing global capabilities with local testing, localization, and market-specific interventions. The position works North American East Coast core business hours, with flexibility as needed for global meetings, and involves approximately 15% domestic and international travel.

Requirements

At least 7 years of experience in lifecycle marketing, retention, CRM, or a related consumer marketing role.
Proven ability to build, localize, and scale lifecycle programs that drive engagement, retention, repeat purchase, and revenue.
Strong commercial mindset and ability to connect customer behavior to business levers, including product, pricing, promotions, portfolio, and customer experience.
Strong analytical skills and ability to translate complex customer and behavioral data into clear, actionable business recommendations.
Strong understanding of customer, financial, and business metrics, including retention, churn, engagement, repeat purchase, and customer lifetime value.
Experience working with CRM and lifecycle platforms and partnering closely with Product, App, Content, Data, and Analytics teams.
Ability to structure problems, prioritize opportunities, build business cases, and drive initiatives through cross-functional teams.
Ability to balance strategy and execution, from high-level lifecycle planning to detailed program delivery.
Strong stakeholder management and influencing skills, especially in global or multi-market organizations with distributed ownership.
Comfort working remotely with approximately 15% domestic and international travel.
Ability to work North American East Coast core business hours, with flexibility as needed to accommodate global meetings.
Bachelor’s degree in a relevant field.

Nice To Haves

Experience with Braze.
Experience with advanced analytics, predictive modeling, machine learning, or customer segmentation.
MBA.

Responsibilities

Lead the North America lifecycle and retention agenda, focusing on listening habits, ecosystem engagement, repeat purchase, and reduced disengagement.
Translate global lifecycle strategy, customer journey architecture, and lifecycle stages into North American priorities and activation plans.
Build and maintain a North American lifecycle roadmap aligned with global goals and local commercial priorities.
Develop expertise in North American customer behavior and retention performance, identifying trends, opportunities, and risks.
Represent North American customer needs, commercial dynamics, and market insights in global lifecycle planning.
Localize, adapt, and execute global onboarding, engagement, retention, at-risk, reactivation, and win-back programs for North America.
Identify and lead North America-first lifecycle opportunities that meet local market needs and support global goals.
Partner with CRM, Product, E-commerce, Portfolio, Sales, and other teams to activate lifecycle strategies across owned channels and relevant customer touchpoints.
Use global lifecycle reporting, behavioral data, customer insights, and market-specific analysis to understand how North American families listen, engage, purchase, and progress through the tonies ecosystem.
Translate market-specific patterns and opportunities into recommendations for Marketing, Portfolio, Sales, Product, CRM, and other business partners.
Partner with Global Lifecycle, Data Science, Analytics, and Insights teams to apply global household segmentation, churn, customer lifetime value, and behavioral frameworks to North America.
Bring local customer sentiment, competitive intelligence, behavioral observations, and campaign learnings into global lifecycle discussions.
Identify and test North America-specific lifecycle interventions across CRM, app, e-commerce, paid retention, direct mail, social, retail, promotional mechanics, and other relevant touchpoints.
Establish hypotheses, success measures, incrementality standards, and financial impact for major initiatives with Global Lifecycle and Analytics.
Optimize local execution based on performance and customer response while maintaining alignment with global customer experience and measurement standards.
Share North American results and learnings with Global Lifecycle and other markets to help successful initiatives scale.
Support delivery of lifecycle and retention KPIs, including listening engagement, repeat purchase, time to second Tonie, content variety, active household rates, churn, and customer lifetime value.
Partner with Global Lifecycle, Analytics, and Finance to understand the financial impact of lifecycle initiatives and ensure robust measurement.
Monitor North American performance against global lifecycle goals, identify where additional market intervention is needed, and continuously refine the local lifecycle roadmap.