VP, Lifecycle Marketing

WeightWatchers • NY

116d • $250,000 - $275,000

About The Position

The Vice President of Lifecycle Marketing is a critical leadership role responsible for designing and executing a world-class customer engagement strategy across the entire WeightWatchers member journey. This role will lead the development of high-impact, personalized experiences that increase customer acquisition, onboarding, engagement, retention and ultimately LTV/customer satisfaction. The ideal candidate combines deep expertise in CRM tools & technical process, personalization, data driven audience management, and behavioral segmentation with strong cross-functional leadership and analytical fluency. This leader will oversee the full lifecycle marketing function, including onboarding, engagement, retention, winback and marketing operations. They will work closely with Product, Data Science, Engineering, Brand, and Clinical teams to ensure we deliver the right message to the right member at the right time — ultimately driving sustained growth and long-term member value.

Requirements

• Bachelor’s degree in Marketing, Business, Communications, or a related field; MBA or advanced degree preferred.
• 15+ years in marketing, with a strong focus on CRM, lifecycle, and retention; experience in subscription, health, or digital wellness strongly preferred.
• Proven track record of improving customer retention and LTV through data-driven, cross-channel lifecycle strategies.
• Deep experience working with customer data platforms (CDPs), ESPs, and journey orchestration tools.
• Ability to translate complex data into clear action plans and compelling stories for executive stakeholders.
• Exceptional leadership, communication, and collaboration skills; proven success managing teams and influencing cross-functional partners.
• Passion for health, behavior change, and improving people’s lives through actionable marketing and experience design.

Responsibilities

• Define and execute a holistic lifecycle marketing strategy aligned to business goals and member needs.
• Own channel strategy and performance across email, push, SMS, in-app messaging, and personalized web content.
• Develop WW’s behavioral segmentation strategy and apply it across campaigns, product flows, and CRM programs.
• Build and develop lifecycle focused operating structure team and cross functional focus to exceed performance trends.
• Champion a test-and-learn culture by driving experimentation and iteration across all lifecycle touchpoints.
• Serve as the strategic voice for lifecycle across key business initiatives including new service launches, GLP-1 clinical programs, and membership pricing structures.
• Develop integrated martech infrastructure across systems for reliable, consistent, accurate view of the customer and attributes to improve engagement in our service.
• Map and optimize key lifecycle moments — from signup to onboarding, activation, habit formation, milestone achievements, renewal, and reactivation.
• Partner with Product and Engineering to implement in-product marketing and communication flows that reinforce behavioral change and drive stickiness.
• Identify friction points in the member journey and develop targeted interventions to improve retention and reduce churn.
• Develop gamification, reward systems and viral growth loops leveraging technical signals from consumer engagement to enrich product experience.
• Collaborate with Analytics and Data Science to build lifecycle health dashboards, cohort tracking, and predictive churn models.
• Leverage real-time data signals and event-based triggers to personalize messaging and orchestrate omnichannel experiences.
• Develop member scoring models and LTV forecasts to inform targeting, offer strategy, and reactivation priorities.
• Partner with Brand, Creative, and Clinical teams to craft messaging that’s compelling, medically accurate, and aligned to WW’s mission.
• Work closely with Media and Paid Search to ensure seamless continuity from acquisition to onboarding and early engagement.
• Integrate CRM strategy into broader marketing and product roadmaps to unify customer experience.
• Build and mentor a high-performing team of CRM, retention, and lifecycle marketing professionals.
• Develop career paths, tools, and workflows that scale performance and creativity across the lifecycle function.
• Manage budgets, timelines, and vendor relationships to deliver operational excellence and measurable outcomes.

Benefits

• Comprehensive benefits package
• Annual bonus program

What This Job Offers

• Job Type: Full-time
• Career Level: Executive
• Education Level: Bachelor's degree
• Number of Employees: 1,001-5,000 employees