Lifecycle Marketing Manager

Lifecycle Marketing Manager Job Description Company Overview:

Scenthound is the first membership-based franchise providing affordable and accessible wellness-focused dog care, committed to providing every dog with the care necessary to help maintain their health and keep them clean and happy. Franchising since 2019 and on pace to have over 200 locations open by the end of 2026, Scenthound is establishing itself as the preeminent solution for routine and preventive dog care.

• Dog First
  . We advocate for the health and well-being of every dog in our care.
• One Pack
  . We are one company, one team, with one mission.
• Bring Love
  . We bring good energy to our work and do our jobs with loving intention.
• Seek Growth
  . We believe. We learn. We grow.
• Make a Difference
  . We work with purpose. We are driven by a desire to make a positive impact.

The Lifecycle Marketing Manager will be the engine behind how Scenthound communicates with members, prospects, and dog parents across email, SMS, and push notifications. This role owns end-to-end CRM strategy and execution - from acquisition through retention and win-back - while collaborating deeply with cross-functional corporate teams, agency partners, and our franchise network. You'll be equal parts strategist and builder: turning customer data into automated journeys and high-impact campaigns that drive membership growth, retention, and long-term customer LTV.

This is not a role for someone who delegates the data work. You'll dig into behavioral analytics, build and own your own segments, uncover insights others miss, and use those findings to continuously sharpen your strategy.

• Lead project management of Scenthound's migration to a new CRM platform - a top company priority - owning the program end to end, from requirements through build, testing, launch, and post-launch optimization
• Coordinate cross-functional stakeholders across Marketing, Product, Technology and Operations
  -owning the project timeline, tracking deliverables and keeping everyone aligned
• Manage the vendor relationship with the new CRM partner, holding them to scope, milestones, and quality standards
• Oversee data migration and the rebuild of journeys, segments, and templates to ensure a seamless transition with no disruption to member communications

• Own the overall email, SMS, and push notification lifecycle strategy - from acquisition through retention, loyalty, and win-back
• Design, build, and launch automated lifecycle journeys: onboarding, post-purchase, abandoned flows, re-engagement, loyalty/VIP, and win-back
• Develop deep segmentation and audience-building strategies based on member behavior, purchase history, engagement signals, and lifecycle stage - delivering relevant, personalized messaging at scale
• Define and manage a rigorous testing roadmap: A/B and multivariate tests across subject lines, send times, creative, offers, channel mix, copy and journey touchpoints - and systematize learnings into playbooks
• Monitor and continuously improve deliverability, list health, opt-out rates, and spam complaint rates; maintain best-in-class list hygiene
• Build regular performance reporting across lifecycle KPIs; present insights and data-backed recommendations to the Director of Digital Marketing

• Take a fully data-driven approach to lifecycle strategy - independently digging into platform analytics, behavioral data, and cohort performance to surface trends, drop-off points, and growth opportunities
• Build and analyze audience segments using CRM tools and, where applicable, data warehouse environments (Snowflake experience a plus)
• Translate raw data into clear, actionable insights that inform campaign strategy, product…