Lifecycle Marketing Manager

Role Summary

The Lifecycle Marketing Manager is responsible for developing, executing, and optimizing lifecycle and marketing automation programs that drive engagement, conversion, and retention across the customer journey. This role requires technical expertise and deep marketing experience to create data-driven campaigns that deliver personalized, compliant, and measurable experiences.

Reporting to the Director – Digital Marketing, the Lifecycle Marketing Manager owns Salesforce Marketing Cloud (SFMC), Mailchimp, and Snappy Kraken systems, serving as the enterprise’s subject matter expert for marketing automation and dynamic journeys. This individual will audit and optimize an existing, complex SFMC environment, implementing best practices for data integrity, workflow design, governance, and performance. They will build, test, and deploy sophisticated, multi-stage programs across acquisition, nurture, onboarding, and re-engagement, ensuring that every communication aligns with brand voice and contributes to business growth.

This role partners closely with the Web & Digital Experience Strategist and Digital Content & Insights Lead to connect lifecycle initiatives to the broader digital ecosystem. By aligning journeys with web experiences, campaigns, and analytics, the Lifecycle Marketing Manager ensures that each customer interaction is relevant, timely, and measurable, enhancing the overall digital experience and pipeline velocity.

The ideal candidate is a high-energy, hands-on marketer with deep technical expertise in Salesforce Marketing Cloud (SFMC) and other marketing automation platforms. They combine a strong technical foundation with a passion for automation, data-driven storytelling, and operational excellence. A proactive problem solver and collaborative team player, this individual brings curiosity, precision, and accountability to every project — translating business objectives into scalable, measurable marketing campaigns.

Success in this role requires a balance of strategic thinking and executional excellence, along with the ability to anticipate challenges, drive solutions, and consistently deliver results in a fast-paced environment.

Design and execute lifecycle marketing programs: Working with stakeholders like Product Marketing and collaborating with Creative Services, own the development, execution, and continuous optimization of lifecycle and nurture campaigns across acquisition, onboarding, engagement, and retention stages. Build sophisticated, multi-stage customer journeys primarily within Salesforce Marketing Cloud (SFMC) to deliver personalized, data-driven experiences k within Mailchimp as required until all assets are transitioned to SFMC.

Lead SFMC optimization and platform ownership: Serve as the enterprise owner and SME for SFMC (plus Mailchimp and Snappy Kraken). In partnership with IT, conduct a full audit and lead remediation: refactor data extensions and automations, standardize naming/QA, deprecate legacy assets, harden governance, and implement monitoring/playbooks to improve reliability, speed, and scalability.

Document user flows and lifecycle architecture: Create and maintain detailed documentation of user flows, campaign logic, and data processes to ensure transparency, scalability, and consistent execution across marketing programs. Partner with IT and cross-functional teams to align marketing automation architecture with CRM integrations and data governance standards.

Collaborate to ensure data integrity and domain health: Work closely with Information Technology and various business units to maintain list hygiene, data synchronization, and accurate audience segmentation between SFMC, CRM, and other connected systems. Monitor and optimize email and domain health (including deliverability, authentication, and IP reputation) to ensure reliable campaign performance. Own unsubscribe management and Unsub Central, ensuring accurate suppression and compliance.

Create and optimize audience segmentation and personalization: Partner with the Director-Digital Marketing and Digital Content & Insights Lead as well as business unit…