Manager, Lifecycle Marketing – Campaigns & Experiences

• Own the strategy, planning, timing, development/build, QA, and scheduling of CRM campaigns across email and SMS
• Plan and execute promotional campaigns, traffic-driving discounts and events, and seasonal/tentpole initiatives
• Lead campaign strategy for new park openings, retrofits, and key business initiatives
• Build and deploy park closure, emergency, and rapid-response communications
• Develop targeted campaign strategies based on audience segmentation and business goals
• Ensure campaigns align with lifecycle programs and the overall guest and member experience
• Analyze engagement, conversion, and revenue metrics to optimize future campaigns
• Develop and execute A/B testing strategies across messaging, timing, and offers
• Partner with Data Ops on segmentation, targeting, and reporting
• Identify personalization and targeted-messaging opportunities
• Maintain campaign and journey documentation, templates, and system hygiene in Braze
• Support franchisees using a distributed marketing platform with local campaign execution guidance
• Collaborate with lifecycle managers and agency partners on corporate and franchise campaigns
• Align messaging and timing with brand, digital, IT, growth, Operations, and Field Leadership teams
• Support seasonal and peak business initiatives by aligning CRM strategy with business priorities and capacity constraints
• Collaborate with agency partners on campaign strategy, creative, and execution
• Bring forward new ideas, tests, and campaign strategies to drive incremental revenue
• Maintain proactive campaign planning to reduce ad hoc execution
• Support rapid-response and time-sensitive communications
• Support additional marketing needs as they arise

• 5+ years of experience in lifecycle marketing, CRM, or retention marketing
• Proven track record of email/SMS success
• Bachelor's degree in Marketing, Communications, or a related field preferred
• Expertise in Braze, including Canvas, Liquid scripting, segmentation, and reporting
• Excellent project management and organizational skills
• Strong understanding of customer segmentation, automation workflows, personalization strategies, and customer journey building
• Experience in A/B testing, campaign analytics, and KPI-driven optimization
• Proficiency in HTML/CSS for email customization is a plus
• Experience in multi-unit retail, entertainment, hospitality, or franchise environments preferred
• Familiarity with email/SMS compliance requirements such as CAN-SPAM and TCPA preferred
• Ability to execute multiple campaigns simultaneously
• Ability to prioritize and reprioritize based on business needs and shifting priorities
• Written and verbal communication skills
• Ability to make data-driven decisions and craft data-focused reporting
• Comfortable with hands-on campaign builds and platform administration
• Ability to remain stationary, with or without reasonable accommodation

Demonstrates expertise in lifecycle marketing and CRM strategy, with a strong focus on campaign execution, audience segmentation, and data-driven optimization. Proficient in using Braze for campaign management and analytics, while effectively collaborating with cross-functional teams to enhance customer engagement.

• Lifecycle Marketing
• CRM Strategy
• Braze Expertise
• A/B Testing
• Campaign Analytics

• Email Marketing
• SMS Marketing
• Customer Segmentation
• Automation Workflows
• Personalization Strategies
• Campaign Analytics
• HTML/CSS
• KPI-Driven Optimization
• Project Management
• Data-Driven Decision Making

• Organizational Skills
• Written Communication
• Verbal Communication
• Prioritization
• Collaboration

• Multi-Unit Retail
• Entertainment
• Hospitality
• Franchise Environments
• Email/SMS Compliance
• CAN-SPAM
• TCPA

• Braze
• Campaign Management Platforms
• Distributed Marketing Platforms